Advertising:representation of women in advertising
1) How does Mistry suggest advertising has changed since the mid-1990s?
Mistry suggests that since the 1990s advertising has increasingly employed images in which gender and sexual orientation are marked ambiguous.There is a growing number of distinctly homosexual images.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
The stereotype for women in the 40s and 50s was to be a housewifr, raise the children do the housework.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
The increase of make up and clothes was used to objectify women in adverts as well as creating a new expectation for women to look look visually attractive and sexually available.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura Mulvey's theory of the male gaze suggests that scopophilia was organised and created by the society's patriarchy which normalises the objectification of women for the purpose of male pleasure.
5) How did the representation of women change in the 1970s?
The male gaze was exploited and reinforced in the media.
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?
She suggests that although women were becoming more independent and women working was increasing popularity and normality,however this can be seen as another place where women are expected to dress nicely and look visually attractive still for the male gaze and male pleasure.
7) What does Barthel suggest regarding advertising and male power?
Barthel notes that 'today's young women can successfully storm the bastions of male power... without threatening their male counterparts'
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
He suggests that women as femme-fatale is a misrepresentation of women's liberation, and that they are still presented as willing co-conspirators of men's sexual advances, but believes she is 'liberated' whilst doing it.
1) What was the Protein World 'Beach Bodies' campaign?
It was a campaign that was courting the female audience into looking their best with the use of their protein shakes. 2) Why was it controversial?
The ad featured a tanned blond female and was criticised because it reinforces the male gaze even though the product was designed for women.
3) What did the adverts suggest to audiences?
The ad suggest to the female audience that if their body does not look like the model in the advert that they aren't beach body ready nor are they meeting the expectations of women in society and plays on their insecurities.
4) How did some audiences react?
Audiences criticised the ad and responded with anger when complaining about the campaign.
5) What was the Dove Real Beauty campaign?
The campaign features women with varying body types,races and ages.This was used to promote the diversity of women and show that beauty comes in different forms.
6) How has social media changed the way audiences can interact with advertising campaigns?
Social media allows people to come together and unite on certain issues and get people to notice and start talking about the issue.
7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
Van Zoonen's theory can be applied here as in the Beach Body campaign the ads were used for the male gaze and male pleasure even if the product is targeted at a female market.
8) 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?
I think advertising companies have changed their perspective and representation of women as they have tried to make humour out of old adverts and the representation of women but ultimately they are still objectifying women.
Mistry suggests that since the 1990s advertising has increasingly employed images in which gender and sexual orientation are marked ambiguous.There is a growing number of distinctly homosexual images.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
The stereotype for women in the 40s and 50s was to be a housewifr, raise the children do the housework.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
The increase of make up and clothes was used to objectify women in adverts as well as creating a new expectation for women to look look visually attractive and sexually available.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura Mulvey's theory of the male gaze suggests that scopophilia was organised and created by the society's patriarchy which normalises the objectification of women for the purpose of male pleasure.
5) How did the representation of women change in the 1970s?
The male gaze was exploited and reinforced in the media.
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?
She suggests that although women were becoming more independent and women working was increasing popularity and normality,however this can be seen as another place where women are expected to dress nicely and look visually attractive still for the male gaze and male pleasure.
7) What does Barthel suggest regarding advertising and male power?
Barthel notes that 'today's young women can successfully storm the bastions of male power... without threatening their male counterparts'
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
He suggests that women as femme-fatale is a misrepresentation of women's liberation, and that they are still presented as willing co-conspirators of men's sexual advances, but believes she is 'liberated' whilst doing it.
1) What was the Protein World 'Beach Bodies' campaign?
It was a campaign that was courting the female audience into looking their best with the use of their protein shakes. 2) Why was it controversial?
The ad featured a tanned blond female and was criticised because it reinforces the male gaze even though the product was designed for women.
3) What did the adverts suggest to audiences?
The ad suggest to the female audience that if their body does not look like the model in the advert that they aren't beach body ready nor are they meeting the expectations of women in society and plays on their insecurities.
4) How did some audiences react?
Audiences criticised the ad and responded with anger when complaining about the campaign.
5) What was the Dove Real Beauty campaign?
The campaign features women with varying body types,races and ages.This was used to promote the diversity of women and show that beauty comes in different forms.
6) How has social media changed the way audiences can interact with advertising campaigns?
Social media allows people to come together and unite on certain issues and get people to notice and start talking about the issue.
7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
Van Zoonen's theory can be applied here as in the Beach Body campaign the ads were used for the male gaze and male pleasure even if the product is targeted at a female market.
8) 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?
I think advertising companies have changed their perspective and representation of women as they have tried to make humour out of old adverts and the representation of women but ultimately they are still objectifying women.
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