Women In Advertising

 

Representation Of Women In Advertising

Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising

1) How does Mistry suggest advertising has changed since the mid-1990s?

According to Mistry, ads have recently used photographs in which the subjects' identity and sexual identity are left ambiguous.

2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?

Since women will be buying certain products for the family, ads based on their domestic position and affirmed home values.

3) How did the increasing influence of clothes and make-up change representations of women in advertising?

The effect of clothing and make-up on the portrayal of women in advertisements and the media culminated in women being depicted as hollow objects.

4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?

Mulvey was the theorist to come up with the idea of the "male gaze" and it refers to the pleasure in looking at females.

5) How did the representation of women change in the 1970s?

The 'new woman' phenomenon was a big deal because it showed and portrayed women as assertive, ambitious, and autonomous.

6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?

Women were thought to just dress up for the office and see it as just another opportunity to dress up.

7) What does Barthel suggest regarding advertising and male power?

In terms of publicity and male influence, Barthel believes that today's young women will effectively storm the patronage of male power without endangering their male peers.

8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?

It demonstrates that women dress up to be sexually desirable, and that her appearance is for her own pleasure.


Media Magazine: Beach Bodies v Real Women (MM54)

1) What was the Protein World 'Beach Bodies' campaign?

The advertisement, which starred a tanned, blonde model in a full-frontal pose, caused quite a stir. By endorsing an attractive body shape, it can lead many women to feel insecure about their appearance.

2) Why was it controversial and how did some audiences react?

It was controversial because it makes it seem like that is the ideal body type and anything other than that is not right. It plays with female's insecurities.

3) What was the Dove Real Beauty campaign?

The commercial features actual women of all races and genders with real bodies, and it was one of the most popular advertisements of the modern era.

4) How has social media changed the way audiences can interact with advertising campaigns? 

Consumers can opt to disagree with the ads that are displayed, and they can even boycott items promoted in the marketing programme.

5) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?

Van Zoonen was dismissive of the 'shift' that happened in the 1970s, a supposedly movement towards women becoming independent and optimistic, which was mirrored in advertisements, but in fact, the emphasis on women's beauty was still very much present.

6) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?

Women are being given more authority in the media than ever before, as shown by the Dove advertisement, which gives the female gender power and portrays them as successful and optimistic.