Influence of Benevolent Sexism on the Stereotype of Women

Take Laundry and Automotive Advertisement as Examples

DOI

10.2991/assehr.k.201215.388How to use a DOI?

Keywords

Benevolent Sexism, women stereotypes, laundry advertisements, automotive advertisements

Abstract

Gender inequality has become a severe problem with the development of digital media, including advertising. Although women appearing in advertisements now have multi-dimensional characteristics than before, gender sexism still exists in today’s advertisements seriously. This research attempts to discuss the formation of the new form of sexism—benevolent sexism—and its development in advertisements, relationships and changes to hostile sexism, its effects on stereotypes about women and possible suggestions for future attempts. This research is based on the methods of literature study and case studies of laundry and automotive commercials.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ruowei Yu
PY  - 2020
DA  - 2020/12/17
TI  - Influence of Benevolent Sexism on the Stereotype of Women
BT  - Proceedings of the 2nd International Conference on Literature, Art and Human Development (ICLAHD 2020)
PB  - Atlantis Press
SP  - 36
EP  - 39
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.201215.388
DO  - 10.2991/assehr.k.201215.388
ID  - Yu2020
ER  -