Gender Stereotypes in Television Advertisements on the Career Aspirations of Adolescent Girls in the United States

Abstract

Purpose: The study aimed to impact of gender stereotypes in television advertisements on the career aspirations of adolescent girls in the United States

Methodology: This study adopted a desk methodology. A desk study research design is commonly known as secondary data collection. This is basically collecting data from existing resources preferably because of its low cost advantage as compared to a field research. Our current study looked into already published studies and reports as the data was easily accessed through online journals and libraries.

Findings: The impact of gender stereotypes in television advertisements on the career aspirations of adolescent girls in the United States is significant, as such portrayals often limit their self-efficacy and aspirations for leadership or STEM careers. Advertisements that depict women primarily in traditional, passive roles reinforce societal norms and narrow girls' perceptions of what careers are available to them. However, portrayals of women in leadership and professional roles have been shown to inspire and broaden girls' career ambitions, highlighting the need for more inclusive and empowering media representations.

Unique Contribution to Theory, Practice and Policy: Social cognitive theory, cultivation theory & role congruity theory may be used to anchor future studies on the impact of gender stereotypes in television advertisements on the career aspirations of adolescent girls in the United States. From a practical standpoint, the research provides actionable recommendations for advertisers and media creators. It emphasizes the importance of portraying women in diverse roles beyond traditional caregiving or beauty-focused images, such as in leadership, STEM, and professional fields. At the policy level, this research contributes by advocating for media regulations that encourage diverse and empowering portrayals of women in advertisements.