A Multimodal Analysis of Advertisements Broadcasted on YouTube Based on Gender

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In today’s digital age, YouTube has become one of the most powerful platforms for advertising, offering brands the ability to reach millions of viewers globally. As advertisers continue to target specific demographics, gender remains a prominent factor in how ads are designed and presented. Advertisements, in their most effective form, go beyond just selling a product, they convey societal norms, cultural expectations, and personal identities. One of the most significant ways in which these messages are communicated is through gendered portrayals. Gender stereotype in YouTube advertisements is one aspect that can be identified. It is something that distinguishes between men and women, usually referring to things such as masculinity and femininity. 

Source of Picture: Pentingnya Pengenalan Identitas Gender pada Anak Sejak Usia Dini https://www.kompasiana.com/nlaila/6152ffc7a970d151e8633fc3

Gender Representation: The analysis highlights a clear differentiation in how men and women are depicted in advertisements. Men are often portrayed as dominant, strong, and authoritative figures, typically shown in professional or action-oriented roles, while women are frequently associated with beauty, family, and nurturing roles. This reinforces traditional gender expectations and reflects the historical division of labor and societal perceptions of masculinity and femininity.

Targeting and Stereotypes: Advertisers strategically use gendered imagery to appeal to specific audiences. Women are often targeted with products related to beauty, household care, and emotional well-being, whereas men are more commonly presented with advertisements for technology, sports, and financial success. This gender-targeted marketing strategy not only reinforces stereotypical roles but also limits the opportunities for breaking free from these traditional representations.

Multimodal Communication: Through a combination of visual aesthetics, auditory choices, and textual messaging, advertisements create powerful multimodal experiences that shape consumer behavior. Gender-specific cues, such as the use of color (e.g., pink for women, blue for men), language (e.g., empowerment for men, care for women), and sound (e.g., calm or soft tones for women, assertive tones for men) all work in tandem to evoke emotional responses and influence purchasing decisions.

Implications for Change: The continued reinforcement of gender stereotypes in advertisements presents an opportunity for the industry to evolve. Advertisements that challenge traditional gender roles and present a more inclusive and diverse range of representations could help reshape public perceptions and promote equality. The rise of progressive brands that embrace diverse gender expressions shows that it is possible to move beyond the conventional representations of gender in advertising.

In conclusion, a multimodal analysis of YouTube advertisements based on gender underscores the significant role of media in reinforcing or challenging gender norms. As advertising continues to evolve in response to consumer demands for authenticity and diversity, a more equitable and inclusive approach to gender representation could emerge, fostering a more balanced and progressive advertising landscape.


(Uploaded by Syafira Khairunnisa (Membership No. 1001/01/LingTC/2024)

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