This document provides a 229-word analysis of an advertisement from Kookai, an internationally known clothing brand for women. The advertisement shows a man dressed in women's clothes holding a baby in an awkward position with an impatient facial expression. This stereotypes men as unsuitable for childcare typically portrayed as women's work. It also stereotypes women as softer and more nurturing for childrearing and housekeeping roles, while men are stereotyped as tough breadwinners. The advertisement thus reflects gender stereotyping of both men and women's traditional roles.

1. 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

2. 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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