1. NAME : Lee Ern Hui
ID NUMBER : 0319703
COURSE CODE : Social Psychology (PSY30203)
TITLE : Journal 2
2.
3. This is an advertisement of a clothing company which is trying to sell their products to
women customers. This advertisement grabbed my attention as it is a very good example of
gender stereotypes. Stereotypes are cognitions or beliefs about social groups in term of traits and
characteristics that they are believed to be shared whereby gender stereotype which is also
known as sexism refers to stereotype based on genders. Stereotypes can be positive or negative
and also accurate or inaccurate.
First of all, it shows the dispiritedness of a man which reinforces the idea that men could
not take care of a child or discouraged to be a part of the childcare process. This is shown by the
fact that the man in the advertisement poster is wearing a dress and carrying the baby with a
disheartened look and also with a caption asking what would happen to the world if there are
only men left for childcare. Besides, prejudices are emotional responses based on group
membership which is usually negative. What would the world be without women? I feel that this
caption also consists of prejudice towards men that they might probably cause chaos while taking
care of the children and also the thinking of males are less compassionate and patient compared
to females.
4. Moreover, by looking at the advertisement poster, the idea that the woman is replaced by
an upset man also reinforces that the responsibility of taking care the children is a feminine trait.
It reflects the female stereotype that all women should be the ones to stay at home doing the
home cleaning job, cooking and taking care of the kids rather than working as they are
prejudiced as incapable to work and being successful in spite of the existence of women as
successors in the society. This negative stereotype and prejudice can lead to the job
discrimination against women. Therefore, gender equality is very important to protect the right
of both men and women to have equal opportunities of the achievement of goals and contribution
to political, social and cultural developments in society.
