Annotated Bibliography : Gendered Representation In Advertising

Contemporary visual media contributes to the social construction of gender in that the way that men and women are portrayed in advertising is vastly different.

The use of sexualization also reinforces a pattern of gender roles that are currently circulating throughout advertisements. More often than not, women who are used as ploys in ads are seen doing household chores like vacuuming, changing the toilet paper, or making coffee. Females are rarely ever seen in a work place, and definitely not in a powerful position. In fact, the directors of most of these ads place women below or behind the man to show who has the power in actuality. Women are seen as skinny, fragile, and immobile in high heels, while men are strong and powerful. By setting up such a strong binary between the two different groups, it is obvious that the majority of the American society will not be able to fit into these roles, and it leaves a sense of rejection for the average person. This rejection, accepted by the viewers, manifests

Gender role bias in advertisements has been so prevalent for so long that the untrained eye wouldn't even discern it. All the same, these biases, for the most part, put women in subordinate positions and men in dominant ones. This assumption on both the genders is unfair and demeaning. These ads portray women as subservient and play toys for men. Not only do the models depict an image nowhere near close to reality, but their bodies are scantily clad and what few clothes they are wearing are very revealing.

Advertising has been engrained in our lives since birth. It is something that is everywhere, whether be on a wall, on TV, or on a billboard on a busy highway. You might not think you are aware of its effects, but it triggers something subconsciously. Advertisement has been sexualized in a way that appeals and affects people in an unconscious level, it may also influence one’s view of gender roles. In the film Killing US Softly, Jean Kilbourne discusses how advertising has changed the way not only women, but also how man view themselves. A woman must look beautiful, be sexy and thin, while a man must be attractive, muscular and powerful to achieve the “perfect look” and in doing so, both gain acceptance.

Are the "Codes of Gender" suggested by Goffman apparent in advertising today, and are they a reflection of us as men and women in today's society?

Today, I will be looking at how the way gender has been represented over the past 85 years. I will be looking at adverts from different time periods, what they show to the audience, how they represent and stereotype certain groups of people and what media techniques they use to show representation. I will be looking at the Kellogg’s PEP advert from 1930, the Levi Strauss Launderette advert from 1985, the Lynx Bullet advert from 2009 and the Hunky Dory’s crisps from 2010,

Now, we may frequently see women engaging in non-traditional activities such as purchasing a car, being actively career-oriented, or acting as a voice of authority (Hatzithomas et al., 2016, p. 893). Now that women may be shown in traditional male roles, newer roles for men that contain traditional female portrayals have become available. Thus, the past and present progresses of women have affected how males are shown in television advertisements.

Everyday we expose ourselves to thousands of advertisements in a wide variety of environments where ever we go; yet, we fail to realize the influence of the implications being sold to us on these advertisements, particularly about women. Advertisements don’t just sell products; they sell this notion that women are less of humans and more of objects, particularly in the sexual sense. It is important to understand that the advertising worlds’ constant sexual objectification of women has led to a change in sexual pathology in our society, by creating a culture that strives to be the unobtainable image of beauty we see on the cover of magazines. Even more specifically it is important to study the multiple influences that advertisements have

The role of gender in advertising has been an issue in society since modern media emerged as well as the different advertising methods. Modern media uses methods that concentrate on sex and the stereotypical images and ideas of the parts men and women play as consumers. These methods construct a female social problem that began in the 1960s with the portrayal of stereotypical housewives and of women in a general passive role. Today, this image has evolved into a new social problem for women; as they are shown in an entirely different light by the advertising world, and with more repercussions on the image of a woman if she is a minority. Men are portrayed as being aggressive, and are constantly in a pursuit of power, wealth and physical domination

The objectification of the female body is constant through every form of media within our culture. Societal and cultural ideals place pressure on women of all age groups on what their ideal body should be and much of this is done through the advertising industry which is dictated by males. Advertisements, are a announcement in a public medium promoting a product, service, or event. Through advertising we have depicted an ideal culture, with values, moral, and beliefs. Our western culture has evolved along with use of advertisement, the use of new advertising mediums, mass consumption of advertisements and the depiction of gender, in particular representation of women. On average Americans encounter 3,000 advertisements a day, and at the center

How does advertising use of gender effect our views of males as consumers in the auto industry? Auto advertisements, specifically truck advertisements, use an all-male platform from the voice describing the truck, the physique of the male looking at or driving the truck, to the male purchasing the truck from another male, thus leading us to the great assumptions that males are the consumers of the vehicle being advertised. This assumption that men are the consumers of trucks begins at a very young age. As David Buckingham stated in Childhood in the Age of Global Media “…this is a very pink and blue market” (46) With this type of advertising beginning at such a young age, it is easy to see how advertisements in the auto industry, specifically

I am happy to see that you also noticed that the majority of the articles featured in this magazine took place in countrys outside of the U.S. I agree that this magazine focuses on the actual skills of the athlete rather than the beauty or other elements of a women like many other magazines do. I would definetly look at the ads that are being advertised that help pick up clues for perpetuated gender roles. Take the hair removal kit for example. Women are told from a very young age that women should remain hairless in certain areas of her body. If this was a male targeted magazine would it still feature a hair removal kit for the body? This ad implys the traditional gender role for a women to remain "feminin" while still competing in

Nonetheless, the advertisers and editors of images put forth great effort in molding each gender differently. Women, for example, obtain an ideal view as being overly thin, feminine, home-oriented, or submissive, and powerless. In the advertisement industry, we see images that are much related to this gender ideology. Female models are portrayed as sexual objects, which means they are dehumanized, and their physical and social positions are degraded when compared to men. Men, on the other hand, are the breadwinners who, at the same time are masculine, sexually appealing, and dominant.

The roles of males and females in society have significantly changed, as opposed to the predominant roles in our history. In the modern culture of today, women have begun to break out of the mold that which society has placed her in. This much can’t be said when it comes to modern gender representation in mass media advertising. It can be safe to state that woman are seen as sexual, fragile, exotic—whereas men are portrayed as tough, in control, and aggressive. This trend can be one seen as an inhibitor to the advancement of our culture, because especially for women, it is hard to pull away from the stereotypes that are continuously represented. As examples of the given trend, the following

Cultural beliefs and values are emphasized through advertisement, which is a powerful weapon in society. In order to sell a product women were being objectified and viewed lower than men. Women have to look, act and do certain things in a certain way in order to be accepted in society. Women were viewed with stereotypical ideas and sexualization in the world of advertisement during the 1900’s.