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?

The increase in homosexual images in advertising that include the typical stereotypes of a topless camp man are seen less in advertising since the mid 1990s.

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

After the second World War the increase in stereotypes about women were used to make women to feel guilty if they didn't follow societies rules and become a the typical housewife (raising kids and looking after the house whilst the man is at work). The introduction of washing machines in advertising aimed at women and housewives who could complete their domestic roles easier with the use of a washing machine.

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

Women were protrayed as innocent through the use of flowers and nature which reflects the idea that any rude contact with them would destroy this image of 'perfection' and 'innocence'. Women in advertisements for make-up and clothes where primarily based around the idea of the male gaze and were objectified and seen as 'perfect and untouched' until their 'Mr Right' were to come along.

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

Laura Mulvery came up with the theory of the 'male gaze' and it refers to the patriarchal society and how it is reflected back at the media. Women in advertising are seen as objects and are there for men to see.

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

Women during the 1970 in advertising were seen to be more explicit and more sexualised. In the Gucci advert it portrays the image that sex is guaranteed as seen through the two people on the advert. This can be referred back to the idea of the male gaze and how women are sexualised and seen and objects for men in advertising.

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 in advertisements during the 1970s and 1980s were seen to be in work place environments however still maintaining the idea of the male gaze and objecting them. For example adverts containing a women working in a office is normally seen to be a secretary for her male boss and is seen to be clueless and powerless.

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

Barthel suggests that 'today's young women can successfully storm the bastions of male power without threatening their male counterparts' which reassures the fact that underneath the suit they are still 'all women' and there isn't a real threat to male power.

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

Women in adverts such as Dior make-up are seen reclaiming their sexuality and are seen to be incontrol for doing what they wish and using make-up for their own entertainment whereas they are still being objectified and used to 'be looked at'. It is infact reinforcing the belief of the male gaze whilst creating a false image of the women reclaiming herself.

Media Magazine: Beach Bodies v Real Women (MM54)

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

The advert featured a tanned, blonde female in a full-frontal pose which was promoting the products of Protein World. The advert said "Are you beach body ready" which promoted the use of weight loss products and gave the image that women should be encouraged to lose weight (body shaming can be applied to this ad).

2) Why was it controversial?

It was suggesting that women should aspire to be like the model and body shames other women and highlights insecurities that some women may feel because they are not the same as the women. These insecurities are highlighted and persuade women into buying their products.

3) What did the adverts suggest to audiences?

It suggests that if you look like the women in the advert then you are considered attractive and have the ideal beach or summer body.

4) How did some audiences react?

71,000 people signed a petition for the ASA to take the advert down, whilst some women took pictures with the advert to shows a more realistic view on women's bodies.

5) What was the Dove Real Beauty campaign?

The advert included a FBI-trained sketch artist who was asked to draw women twice, once on their own self-perception and the second the perception that of a stranger. The outcome demonstrated that the stranger's descriptions were both more attractive and more accurate then the women's own perceptions.

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

Social media has allowed for advertising campaigns to have a wider reach in audience and allows for conversations and debates to occur due to the subject at hand.  This allows for the audiences to express their own opinions on the advert and create discussion with other people who share the same views.

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

The male gaze theory can be applied to the Protein World ad as the women presented in the advert is seen to be objectified and wearing clothing which sexualizes them and exploits the women's body. The idea that women are presented for men to look at is strongly seen in this advert. The advert give the impression that women should attempt and aspire to look like the model representing Protein World for the benefit and pleasure of men. The idea that women are presented for men to look at is strongly seen in this advert. 

However the Dove campaign on the other hand opens the eyes to many women and exposes the reality to women behind their true beauty. It aims to expose and destroy the typical perfect women body and show the reality behind the 'real beauty' of women and shows how their false perceptions on how they should look are false. The representation of this advert would be considered dominant as it is empowering women and seen as an eye opener for women who felt insecure about their bodies.

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?

Yes i believe the representation of women has changed a lot in the last 60 years and before women were seen to be sexualised even further and seen to be objects and housewives for men and were persuaded to follow the typical belief of raising children and completing domestic jobs inside a home. However in today's age the traditional housewives belief is no longer seen and instead the empowerment of women is being seen through adverts such as the Dove campaign which exploits the false perception of the female body.