1) The document is a journal entry analyzing a hair wax advertisement for gender stereotyping. 2) The advertisement portrays a handsome man styling his hair with the product and an admiring woman, reinforcing the stereotype that hair products are for men. 3) The author concludes that the advertisement reflects gender stereotypes by failing to appeal to women and mainly targeting male customers, consistent with stereotypical gender roles around hair and beauty products.

1. NAME: NG HONG BIN
ID NUMBER: 0319735
COURSE CODE: PSY30203
TITLE: Second Individual Journal
TUTOR: MS NorulHidayah

3. STEREOTYPE
Stereotype is a simplified and standardized conception invested with special meaning
and can be found from members of a group. It acts as a theory and guides us how to put in
strong effects on our social information.
The advertisement on the previous page reflects a gender stereotype. It shows about
the gender attributes, differences, and roles of individuals or groups. It can be positive or
negative. When people see some advertisements that show gender differences, they will apply
and perpetuate gender stereotyping automatically.
The advertisement is trying to advertise its product which is BRYLCREEM
EASYWASH WAX. As everybody knows that hair wax is always used by men. It will
change men’s look and style expression. Men can arrange their hair into a classic look for a
formal occasion and improve their images by using wax. They can also become extraordinary
amongst their friends with a unique hairstyle and discover a new look, new person within
themselves. Therefore, hair wax is favoured by men.
From the advertisement, we can see a handsome guy setting his hairstyle using
Brylcreem Easywash Wax and a pretty lady admiring him without being noticed. This
advertisement is designed to draw our attention first on the handsome guy with his stylish
hairstyle followed by the pretty lady and the wax. Definitely, we know that we can become
cool and handsome when we use this product and most importantly we can attract and
admired by many beautiful girls. This advertisement draws most men’s attention but women
feel bored and will just ignore it when they see it.

4. I found that this advertisement would not be appealing to women. Women are less
likely to buy hair wax compared to men. In contrast, men will feel interested and eager to buy
this product in order to try a new hairstyle and attract female when they see this
advertisement. This advertisement definitely reflects a gender stereotype as it attracts men’s
attention but fail to draw women’s attention. Its main customer will be male customers and
we know that it is an important product for men.