Visual Gender Stereotyping in Clothing Brand Advertisements as Perceived by College Students of MSEUF

This study is aimed at answering the clothing brand advertisements about gender related stereotypes that make up a major part of clothing brand advertisements. Carried out on MSEUF College Students, this paper attempts to fill the research gap related to how gender stereotypes are perceived by College Students of MSEUF as consumers of Clothing Brand Advertisements. The conclusion implied that classical stereotypical gender roles were deeply embedded in the minds of the College Students and unless the advertising reproduction of such images is not revised, such mindsets will continue to exist, grow and create difficulties in the transition of the society towards fairness and equality. In-depth, semi-structured questionnaire was carried out with College Students of MSEUF who shop for their own clothing. 100 college CAFA students was randomly selected from MSEUF. Due to the pandemic and to obtain information for this study, the questionnaire was made available online. To collect data for the study, the questionnaire was in Google Forms format and it was sent via Facebook Messenger. The researcher begins by collecting all of the data from the respondents, using the method for calculating the general weighted mean as a statistical treatment, and after tallying the results, the researcher begins to evaluate all of the acquired data without judgment. For consumers, advertisers, and brand owners, the findings on visual gender stereotyping have an impact on Elements of the Advertisement that Affect the Portrayal of Gender Stereotypes. Prior to it, respondents' perceptions had become common. Advertisements provide and offer a wide range of advantages and benefits to their target audience. The majority of respondents agreed that this may lead to a lot of negative press and, in certain cases, the cancellation of huge advertising campaigns, if not notice and this would improve advertising and brand sentiments on the topic. This has a very significant impact on their perception.