However, the advertisement takes many swings at generalising genders; such as with men represented as being shortsighted in terms of cooking - "Recipe instructions men can understand"3. Along with this, the advertisement insinuates that all women cook and are not good for much else other than housework; as per the social norm many decades ago. To add further degradation, "Pituitous shots of women wearing not much"4(V/O in advert) are shown in a vulgar, oversexualised form; completely unnecessarily for a pork advert. Society has come far beyond subjecting an entire gender under specific gender roles and expectations. Therefore, the use of these stereotypes within the advertisement are ideas which are outdated and taboo; yet are contained all throughout the advert. NZ Pork's 'Mum's Night Off' has gone past the target market of men to plain sexist and is no help to preventing the societal issue of misrepresenting genders. Although trying to be humorous the campaign is only encouraging the degrading of genders through broadcasting these stereotypes and as a result, strengthening them. To summarise, the younger generations are taught these stereotypes, which are put all throughout the media as a marketing ploy. Which in turn creates gender roles in society that cause expectations of people, such as: Career choices, mannerisms, and how people are viewed based on their choices according to gender.
Genders are wrongly represented in society. Because of this people are limited in life and feel they need to be a certain way to be accepted. Studies have shown that women are more likely than men to have a poor body image. This is because women are often subjected to ideal body images throughout the media; which set unrealistic goals. Seen throughout women's magazines, 55.56%5 of models shown in the magazines are thinner, compared to the average weight, outside of magazines.
