Framing Femininity: The Portrayal of Women in Advertising From the 2000s to Today

This thesis examines how women have been portrayed in American advertising from 2000 to 2025 and analyzes whether these advertisements have reflected or reinforced gender stereotypes. A content analysis of 260 advertisements (across print, television, and digital media) was conducted to track changes in women's representation over time. The study focused on indicators such as the roles women are depicted in, the extent of sexualization and objectification, and the diversity of ages and ethnicities shown. The analysis found a gradual decrease in overt sexualization and a rise in portrayals of women in professional and non-traditional roles, with notable increases in the 2010s and early 2020s. However, certain stereotypical depictions persisted in specific contexts (for example, in beauty and fashion ads and in ads where women appear alongside men). These findings suggest that while advertising content has evolved to become more empowering and aligned with contemporary social values, it continues to echo some traditional gender norms. The study’s results highlight the dual role of advertising as both a mirror of social change and a force that can perpetuate outdated ideals. By documenting these trends, the research underscores the importance of continued efforts toward more equitable and diverse representations of women in media.<p></p>