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cial roles based on gender. Traditional sexism is common in both eastern and western world. Some experts believe that sexism originates in family. If there is only one chance for education, this chance is surely given to boys in the family. In their youth, girls have to help their mother with housework. After they get married, they must take care of their father and mother. Later, taking care of the children is part of their job. Very often, wealth, resource and authority are under men’s control, women are chronically in a subordinate position. In drastic social competition, women are always in an inferior position. In this case, woman’s value is submerged in their dual-role in family and society.
The main reason of sexism is the physiological difference between male and female. Such difference leads to different labor distribution, especially in primary society when social productivity of labor is in a low level. In modern society, the distribution of power in society is still dominated by men－men earn more money than women; men own more property, men take out many more mortgages than women and men are still seen as physically stronger.  Most companies prefer male staff to female staff. In economic activities such as production, distribution, exchange and consumption of materials information, women have been in a subordinate position. Consequently, status of women is improved quite slowly, that is why sexism has been always a big problem in society.
 
Ⅳ. Sexism in American Advertisements
Sexism is everywhere, but the most common place is in the media, particularly in advertisements. Women’s bodies have been used whole, or in parts, to promote everything from brassieres to monkey wrenches. In advertisement women play a role of bait. Some products have nothing to do with woman, such as wine, drinking, food, car, but woman is involved in its advertisements of promotion. The images of sex and sexual pleasure are used to sell their products.
Sexism can be shown in another way. Some women in advertisement are nearly naked and that goes beyond the masses’ acceptance. “There just seems to be a trend in advertising that is creeping back into society... a sort of insidious sexism that demeans women.” Says Rachael Wynn Barton Del Mundo, a former international swimsuit model. She returned to New Zealand recently after more than a decade working as a "body" model in the United States, Australia and Asia. Now she is calling for a boycott of companies that use scantily-clad women to sell their products. She says that she is horrified by the number of local businesses using nearly-naked women to advertise everything from beer to flavored milk, cell phones and hambThis phenomenon is ubiquitous in American advertisements. In an advertisement of Primo flavored milk, a young, bikini-clad woman bounces around on inflatable rubber balls. Burger King Promotions featuring three similarly garbed, and bouncing, females on horseback. As another example, a Tui beer advertisement where skimpily-clad women frolic in a river (Julie Jacobson, 2007).
 
A. Reasons of Sexism in American Advertisements
Why does advertising create gender stereotypes? Sell products, of course. Before 1925 advertisements focused on the actual properties of the products being sold, but at about that time corporations realized that method did not generate enough capital so they tried a different 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。