Advertising's Untapped Market Single Women Summary

What is it that drives commercials towards their target audience? Commercials can be aimed toward certain age, race, along with certain gender groups. Pop culture has influenced minority groups and shed light on women 's rights or so it may seem. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards male and female audiences. Interestingly enough these tv ads deliver a false image of the opposite sex to the audience catering to their preferences. It is the image of what the audience wants to see that appeals to them. This is all in an attempt to sell products and take advantage of our desires and anxieties. Craig shows how commercials bring gender norms that produce the stigmas of a man’s man and a woman’s woman, which makes it apparent that he would agree with Shaffer because it promotes an old way of thinking.

Advertisements are made to grasp a consumer’s attention to the item the creators are selling, and sometimes the decide to objectify an entire audience in hopes of receiving attention from the male population. Studies have shown that as time passes, women become less affected and offended by the oversexualization of women in advertisements. Therefore, women have become desensitized to their objectification, to the point they now view it as normal. During the initial period of the hypersexualization of women, advertisements about women in traditional roles such as housewife or being in the kitchen, receded. In 1991 a new wave of feminism appeared, where women are trying to reclaim their bodies by embracing sexuality, while it is a good concept,

Jean Kilbourne is an advocate for women and is leading a movement to change the way women are viewed in advertising. She opens up the curtains to reveal the hard truth we choose to ignore or even are too obtuse to notice. Women are objectified, materialized, and over-sexualized in order to sell clothes, products, ideas and more. As a woman, I agree with the position Kilbourne presents throughout her documentary Killing Us Softly 4: The Advertising’s Image of Women (2010) and her TEDx Talk The Dangerous Ways Ads See Women (2014.) She demonstrates time and again that these advertisements are dangerous and lead to unrealistic expectations of women.

In advertisements such as GE, media promoted gender stereotypes by portraying women as the “happy homemaker”. The ad is a series of images of a savvy, new

In the 1960’s era, Madison Avenue marketed products that fed into the notion of women being exceptional housewives. Advertisements would represent women as the weaker and more emotional sex (Edwards). American women were seen as fragile and sensitive ever since the Mayflower landed on the shore of the Americas. There is proof that women’s responsibilities were to keep a good house and raise the children once they stepped onto the New Land (Collins).

People rarely ever see a commercial with an older adult advertising an everyday product such as cookware or a department store, and if they are, it is almost exclusively a product for the ageing population. Most of the commercials for older adults have to do with medications to help with some disease only common in older people, or creams to get rid of wrinkles, or products for frail seniors who can’t be alone in the house without having a life-altering accident, or even adult diapers. They are either portrayed as being ashamed of their age and looks, or as being so old and sickly that they don’t have time to care about their looks anymore. Neither of these conclusions drawn is accurate for the majority of the older population and it is demeaning for people to believe them to be correct. In all actuality, our aging population is very active in this day and age, and they enjoy a lot of the same activities that we do. Just because they have reached the age of sixty-five does not mean that they are suddenly dead to society and can’t shop, go to the beach, eat candy, or have fun in general, and it is time for our advertising to reflect these truths. The OAMPOA will personally campaign to major advertisers such as Coca-Cola, Target, and other well-known companies to include older adults in more commercials. It is possible for these

What is it that drives commercials towards their target audience? Commercials can be for a certain age, race, and sometimes even a certain gender. Pop culture has influenced the minority groups and shed light to women 's rights or so it was thought. Lisa Shaffer a fellow student feels otherwise and believes that Pop culture has only defended traditional values and does little to challenge those who already have power . Commercials bring in gender norms and in Steve Craig’s article, “Men’s Men and Women’s Women” he speaks on four particular TV ads directed towards a particular gender. What is interesting is it shows a false image of the opposite sex to the audience being portrayed toward their preferences. It is the image the audience wants to see that appeals to them. This is all in an attempt to sell their products and take advantage of our desires and anxieties. Craig shows commercials brings gender norms that produce the ideas of what a man’s man and a woman’s woman which is why he would agree with Shaffer because it promotes an old way of thinking.

On television commercials, billboards, the radio, public transportation advertisements, planes, the internet, and almost everywhere people go there is always directed broadcasting of advertisements for companies to sell their product; a product that is never promoted for all of the general public to use, but instead to emphasize on specific categories of consumption . Whether it may be categorized in the decadent, the money saving, health, cleaning, cooking, automotive, or whatever sub category it may be; and bigger roles that play in to commercialism are gender roles . Men and women have very different lifestyles, what they buy, do, consume, and produce. As stated in Gender Role Behaviors and Attitudes, “Popular conceptions of femininity

On the contrary to attempts of making universal advertisements, some companies focus on a certain demographic when trying to sell their product. Some ads do relate to more than one person but sometimes companies choose to target specific genders and their vulnerabilities. For example, “ It can make us unsatisfied with who we are… “ (Day), introduces the fact that some people are insecure with themselves. Advertising creates a sense of need and desire in one person in order to be like the perfect image portrayed in the advertisement. Targeting both genders an ad for mascara “ If you miss her, … then you may miss her for ever”, (Day). This creates a false dilemma for the male, either you buy the product for your partner or risk losing her. On

Some of the key findings in this article were that older characters, particularly older women, were underrepresented comparative to the population. Older characters are usually portrayed in a positive light when it comes to advertising – from both the image and stereotyping perspectives. The portrayal of older characters in television commercials has over time become more varied and positive. Older adults are predominantly casted in minor roles and/or background roles. But commercials that contain older adults

Although, many magazines (such as Vogue, Cosmopolitan, Time, Sports Illustrated) feature women of all ages for the ads, some advertiser prefer to use older women to grab their audience’s attention; rather than using a younger woman; this is because older women are looking for something to keep them looking vibrant, fresh, and glowing like in their younger days. By using these women in replacement of younger women, the advertiser realize they will gain a better audience because older women will see the differences in appearance; and be willing to purchase their product to gain the same results. For instance, just like in the magazine (Cosmo for Latinos) published by (Mulligan, 2015), where they (the advertisers) featured older women in

There have been many advertising techniques over the past 50 years or so, but one of these changes is the adaption of ads to the shifting mind sets of people over time. An example of this previous statement is Folgers® Coffee. In the 1960s Folgers® launched an entire series of commercials which were demeaning towards women. The husbands in the commercials always had something witty and humiliating to say about the wives’ coffee, in one of the commercials the husband even goes on to say that the secretaries at his office made better coffee; the wives, sad and defeated, talked to a friend about the problem, prompting the friend to suggest she use Folgers®. The commercial always ended with the husbands’ approval and the wives feeling satisfied for attending to their husbands’ needs and wants.

Intro: Vintage Advertisements are interesting because it allows us to look in the past and see the way people lived and products were used. The two ads I chose are from the 1930’s and 1950’s. They are interesting because you get to see how much fashion has changed and standards have changed since the 1900’s, in reference to women’s weight and how they dressed. In a 1959 ad, it shows a woman in a bra and corset. The ad suggests that women should look thin. In a 1935 ad that also refers to women’s shape with a picture of a woman and the slogan “ Dangerous curves ahead.” Both ads depict women as objects and that their identity is tied to their bodies. The 1935 ad presents a persuasive argument because women followed fashion trends that dictated women's body shape. Women are judged by appearances and what they look.

Mass media is an increasingly important agent in socialization. It is evident that different types of media are constantly around consumers and to a certain extent, it has some degree of representation that ultimately enforces gender stereotypes. The freedom to change the way a person looks is increasing because of the ever-growing ability to have plastic surgery, other cosmetic procedures and the use of anti-aging products that reduce the negative implications women have with looking older. Media advertisements and commercials continually introduce different merchandise that make an effort to persuade aging women to buy their product in an attempt to look younger at all costs. This is a concern for society because it depicts

In 2013, UN Women launched an ad campaign that revealed the prevalent and rampant sexism and discrimination against women worldwide. Memac Ogilvy and Mather Dubai, the creators of the advertisement, placed authentic Google search text boxes over the mouth of the woman pictured, as if to silence her voice. By using a Muslim woman in a hijab, real searches via Google, and highlighting the true, subconscious feelings and attitude of the audience, the advertisement attempts to expose the negative biases towards women, ranging from stereotypes to blatant denial of their rights.