Contact Me Males Background: At a semiotic level there is disparity in the portrayal of men and women in popular advertising.
These can be anything from music to art to literature, or as in the example of this discussion, the modern day creation of advertisement as seen in women's magazines. As Homo Sapiens moved from the hunter - gatherer way of life to industrial societyit was necessary to construct a framework for living so that such a concentrated number of people could exist together.
This framework as come to consist of a myriad of expectations based on values and norms in the form of roles status and institutions.
Desirable behavior is sought by people throughout the country based on how one is brought up and the expectations one is bombarded with on a daily basis. These expectations are reflected in every part of our culture and are used by people so as to know how to act in any given situation.
The main examples are: I have found that certain mediums reflect the expected roles in these institutions better than others.
I originally focused on gender roles as a depiction of stereotypical behavior as reflected by advertising especially the portrayal of women, but I discovered that there were other stereotypes being perpetuated The role and oppression of females in advertising well that were just as institutionalized if not just simply less noticed or studied.
Therefore, although this argument will focus on the depiction of females and the female role in advertising. It will also mention the general use of American valuesnorms, and institutions to influence consumers.
An institution is defined as "a stable cluster of values, norms, status, roles, and groups that develop around a basic social need" with a status being a person's position in society and a role being the behavior expected from that, and a value being a socially shared idea of what is good, right, and desirable and a norm being the behavior expected from those ideas.
When people begin to form certain expectations in life there begin to be formed stereotypes. People recognize them universally and use them to form opinions and act or not act in a certain way when they are confronted with a situation or person.
It is "human nature" to fear the unknown and cling to the familiar, and desire to fit in but want to stand out at the same time. It is from here that advertising finds its most potent weapons.
By focusing on these culturally formed stereotypes they can explicitly affect people, and by feeding on these implicitly realized characteristics of people they can also affect behavior. This seems relatively harmless to the advertiser who simply wants to sell his product, but it becomes harmful when it begins to perpetuate certain undesirable stereotypes to the point of cementing them in impressionable minds.
Thus I will further differentiate the discussion presented here into the use of institutions that I do not find as harmful as others.
Understanding that the perpetuation of any stereotype is bad in that it robs people of the chance to form original opinions without the hindrance of preconceived notions, but I strongly feel that specific depiction's like that of "the myth of women" need to be eradicated first and foremost because of its direct halt of progress.
That's not to say that advertising has not changed somewhat with the changing of women's roles and opportunities in the 's. Society ,and specifically men, can accept the need and desire for women to work outside the home, but they still expect them to be mothers who keep everything together from the home to their looks.
Perpetuation's of this myth of a woman's abilities run rampant in the advertisements and articles in women's magazines. The portrayal of women can be broken down into several categories.
First is the idea of beauty. Women are bombarded with airbrushed, perfectly lit, constantly happy pictures of gorgeous models that portray every ideal of our society. The themes that I collected over and over again in my observations were the following: First is the makeup.
Women are not expected to be presentable without the help of the latest chemical technique to remove blemishes, darken eyes, lengthen lashes, coat the lips, and remove shine.
Regardless of one's natural features, they will never be good enough without these alterations. The company that typified this attitude the best was Maybelline: Get real" The quotes could go on, but I think the message is clear; one could never be naturally attractive to society without the help of makeup.
Next is the depiction of perfumes. The basic concepts behind perfume ads are of sex, intimacy, exotic drugs, and escape from reality. Without the use of perfume one could never attract a man. By portraying the scents as some sort of exotic pheromone they seem to insinuate that one will be completely irresistible.
Opium, Spellbound, Knowing, Escape, Poison, etc. Then there are those examples utilizing a different but no less potent theme as with Estee Lauder's Beautiful. These ads target the less wild side of women and depict the beautiful serene young bride in an affluent house, often with a small child gazing admiringly at her.
No base human desire is left unexplored in this industry. Then there are the actual models. These women break the school girl norm that the average women was brought up holding true.
The models reveal a plethora of flesh not accepted as norm within this society, and still they are praised for it.
This conflicts greatly with how much the average female reveals. The favorite body part to expose is the female breast.The Oppression of Females In Advertising, Free Study Guides and book notes including comprehensive chapter analysis, complete summary analysis, author biography information, character profiles, theme analysis, metaphor analysis, and top ten quotes on classic literature.
Advances in Consumer Research Volume 6, Pages HOW SHOULD WOMEN BE PORTRAYED IN ADVERTISEMENTS?-- A CALL FOR RESEARCH.
Mary Lou Roberts, Boston University. Perri B.
Koggan, Grey Advertising, Inc.. ABSTRACT -. Our gender-biased society portrays the ideal woman — who is generally oversexualized — in a non-leadership role to fulfill the requirements of conventional attractiveness. The media perpetuates oppression of gender equality.
By Amber There is a need for more female representation and for media to change the way females are presented. The other fundamental aspect of women’s oppression in capitalist society and one that has roots in earlier systems, is the lack of democratic rights. This affects women of all classes.
In social systems, such as slavery arid feudalism, the mass of people had no democratic rights and were in fact owned to a great extent by other humans.
Advertising often turns to gender stereotyping and notions of appropriate gender roles in representing men and women.
This depends on culture, though. Further research is needed to better understand the role culture plays in these advertising trends. “Projection of Women in Advertisement: A Gender Perception Advertising has evolved into a powerful marketing tool over the last century.
According to American Marketing Association, marketing is defined as: “The process of planning and consumers‟ attitudes toward sex role portrayal in advertising and the effect of role portrayal on.