Representation of women in advertising

Blog tasks: Representation of women in advertising

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

Advertising has increased the use of sexuality and gender roles over the years.

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

Women were objectified; linking to the idea of 'male gaze' and seen inferior to men as they were just sexual objects for men and were also expected to be housewives.

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

The influence of clothing and makeup increased representation of women as they were able to dress more openly and seductively. 'Encouraged to use commodities to serve men'

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

Mulvey came up with the theory of the 'male gaze' which is when women are portrayed in a 'sexy' way and seen as a sexual object for mens satisfaction. 

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

Liberal feminists demanded a more positive and liberating representation of women from advertisers.

The New Woman was supposed to be 'independent, confident and assertive, finding satisfaction in the world of work and recreation, seeking excitement, adventure and fulfillment'

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?

Because mlae gaze still exists even till this day and women were still being scene as an object as that thought had already been put into men's head. 

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' providing we can reassure them that, underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred'

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

Richard Dyer however, claims that such images are something of a misrepresentation of women's liberation: 'advertising agencies trying to accommodate new feminist attitudes in their campaigns, often miss the point and equate "liberation" with a type of aggressive sexuality and a very unliberated coy sexiness'.

Media Magazine: Beach Bodies v Real Women (MM54)

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

The beach body campaign was related to a weight loss by Protein World; this involved having a print advertisement in the tubes, with slim models in bikinis. This advertisement asks the question "Are you beach body ready?'' which puts pressure on audience and makes them feel like they need to lose weight or be a certain way to do certain things e.g. be slim to go the beach. 

2) Why was it controversial?

It is controversial as rather than being a motivational advert, it seemed to be putting pressure on women for them to think they must look this way, being slim is the only way they're accepted. 

3) What did the adverts suggest to audiences?

It suggested that women need to be a certain way to do certain things and feel like they fit in and can be like the women shown on advertisements. 

4) How did some audiences react?

When people began to campaign against the poster’s sexist portrayal, a change.org petition signed by 71,000 urged the ASA to take the adverts down. 

Some protesters responded visually by posing next to the advert in their bikinis, to offer a more realistic depiction of women’s bodies. 

When angry consumers contacted Protein World, complaining about the campaign, the company’s Twitter response urged them to ‘grow some balls’.

5) What was the Dove Real Beauty campaign?

The advert showed several different women in different skin colours, sizes ages etc. to show diversity and acceptance as this is how their real customers look rather than the airbrushed females shown in majority of adverts. 

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

Social media has given audience to share and appreciate any good adverts/campaigns they come across such as the dove campaign. However, social media is also now used for audiences to criticise any misleading adverts that carry out negative messages to society. Audiences are able to share their opinion with the rest of the world on whether the advert/campaign is good or bad. 

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

 Van Zoonen's feminist theory is when she  was interested in the pleasures female audiences took from the women’s magazines that were heavily criticised by more radical 1970s-style feminists.

Stuart Hall's reception theory of the  preferred reading is that even though the advert was very controversial, this allows the product to gain more popularity because it is getting attention which makes people aware even though people have been criticising it, However, the oppositional reading for these case studies is that with the growth of social media 

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?

Representation of women has largely changed over the last 60yrs as women seem to be more than just an object their to attract male attention these although the idea of male gaze is still present in some adverts; not as many anymore. Women are also being accepted and appreciated in society for who they are as there is a lot more diversity in the advertisement industry and women's real bodies, colours age etc. is being shown in these adverts rather than just seeing tall, slim white girls in almost every advert.