SCHOOL OF ARCHITECTURE, BUILDING AND DESIGN

FOUNDATION IN NATURAL BUILD ENVIRONMENT

NAME: JOYCE WEE YI QIN

STUDENT ID NO: 0319602

WORD COUNT: 229

LECTURER: MS NARUL HIDAYAH

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PSYC 30203 SOCIAL PSYCHOLOGY

WRITTEN ASSIGNMENT 2: STEREOTYPING IN PRINTED ADVERTISEMENTS

The picture above is one of the advertisements from Kookai, an internationally known clothing brand for women. This advertisement creates a visual when a man is given job of caretaking a baby. In the advertisement poster, a man dressed in women clothes is holding a baby in a weird position. From the facial expression of the man, it is obvious that he’s bored or even feeling impatient. The way he carries the baby also suggest that he’s heartless with his given task.

Stereotypically, taking care of babies is the job of a woman as women are usually portrayed as a

softer and gentler group of individual. Naturally, society relates women to housekeeping and

child caring tasks. In the contrary, men are usually seen as tough and strong. They’re

traditionally the bread winners of the family and thus bread winners in present times by default.

By putting a man in the position of a woman the way it’s shown in the advertisement, it

automatically stereotypes men unsuitable to take a women’s job by the way the babies is carried

and also the look on the face. Hence, this advertisement from Kookai reflects gender

stereotyping in both men and women.

Additionally, the phrase “What would the world be without women” leads the mind to visualize

global chaos if there were no women. It conveyed a message that women are also playing

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