Question

A recent ad for a ride-on toy car stated the following: “Your son will be able to explore his world and drive his imagination to new places. He might even teach his little sister how to drive.” This is an example of advertising exploiting:

a) gender roles
b) gender Identities
c) Gender androgyny
d) gender orientations

Answer 1

This shows the exploitation of gender roles. Gender roles refer to the behavior that each gender showcases and stereotypes them based on these behaviors. In this ad, the ad agency is exploiting the notion that guys love to drive and are the ones that can while they are also indirectly saying that women can't and don't drive. so the ad is trying to say that this toy car is so good that the boy will be able to reach new driving heights and can even teach his little sister, who is a girl and can't drive.