Sex Stereotype in Advertising

Sex-role beliefs become sex-role stereotypes when individuals employ those sets of behaviors as rules to be applied to all males and females. In western society, for example, women have traditionally been regarded as more delicate and compassionate than men. Stereotypes for femininity include expectations to be domestic, warm, pretty, emotional, dependent, physically weak, and passive. By contrast, men are thought of as being more competitive and less emotional than women. Masculinity stereotypes can be described by words such as unemotional, physically strong, independent, active, and aggressive. 

In the world of advertising the sex-role stereotypes is no different. Since the beginning days women are more often presented in commercials, because they are seen as responsible for making everyday purchases.  On the other hand, men generally advertise cars, business products and investments, whereas women are shown rather in the commercials with cosmetics. Also, the role of men being the dominant gender and women being the weakest link has played a role in advertising prints.  

In the advertising today, shows women in "control" of, or dominating men, but in a very sexual manner that often refers S&M or bondage. So women can have power, and be in charge at the same time. Beginning on the 20th century, our cultural beliefs that women have power over men because men want sex and will allow themselves to be manipulated in order to get it.