Gender Shift
This area was complicated, so we proceeded to talking to people, and taking their opinion on the issue of gender shift. One question that cropped up was: ‘Are we seeing a Gender Shift or the bridging of a gap between the genders?’
We looked at certain areas where these chances are more visible, such as change in occupation and professions. Re- looking at certain changes in social patterns, such as women starting to drive, acceptance of the metro sexual man etc. helped us understand the present scenario. Along with change in habits, ideals etc. a more open society has also accepted a radical change in the attire of the sexes as well as the way they carry themselves, for example women with short hair and dressed in men’s clothes etc, tattoos.
The Ad world has understood and mapped this change very well, and is targeting their audience with this new development. Having said that they still have kept the sexes apart, and love plays with stereotypes such as women are emotional while men value practicality more. Finally this shift/gap isn’t one sided but can seen on both sides on different scales.
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