In the fall of 2016, CoverGirl released a new campaign for a mascara called “So Lashy”.
This mascaras key point was that it was designed to work on all types of lashes, keyword all, so why not have a male represent the diversity this mascara offered? James Charles, a 17 year old high-schooler from New York became the first male ever to be a “cover girl”, and has been one of the first males to be publicly recognized for his makeup abilities. James started learning about makeup after his friends requested him do their hair for events. After a few years James set up an Instagram to model some of the looks he created and shortly after created a YouTube for tutorials; he currently has 90,000 subscribers on YouTube and 650,000 on Instagram ().
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But that’s not the way we are choosing to raise you.” and that it was “sinful and wrong. He shouldn’t be doing that, and his parents are wrong” (yahoo). This topic of children and parents seems to be the underlying issue behind all that oppose of James’s choices. The idea of raising children according to their gender, and more specifically, the devaluation of femininity and homosexuality, is the main focus to the entire backlash argument and is always centered around the parents of the child. A study was preformed by Emily W. Kane, focusing on the responses of parents toward their preschooler’s gender non-conformity. The studies concluded that girls were more likely to be praised for non-conforming to their gender, to act more like boys at their age, but young boys were more policed on staying within their gender. Most Parents tried to discourage their sons from feminine clothing’s, toys, or activities; “He’s asked about wearing girl clothes before, and I said no. . . . He likes pink, and I try not to encourage him to like pink just because, you know, he’s not a girl” one mother stated (Kane). Fathers in particular seemed to be even more negative about their sons displaying femininity, as Kane states that fathers may “ feel a since of responsibility towards crafting their sons masculinity” (Kane). In one video centered around the opposition of James, a pastor brought up
Gender roles have been used as a way of raising children for generations. While they have not always been the typical “pink is for girls, blue is for boys” stereotypes that we have grown accustomed to, there have always been certain roles for men and women that deem what is appropriate and what is not. Although the idea of gender roles has existed for centuries, the stereotypes themselves have evolved, leading many to believe that they are a social construct. “Up until the beginning of the 20th century, pink was actually more associated with boys, while blue was more associated with girls—illustrating how socially constructed these associations really are” (“Gender and
The company Covergirl cosmetics was founded in Maryland, Baltimore, by the Noxzema Chemical Company (Niti, 2014). During the year 1958 Covergirl cosmetics was bought by the American multinational consumer goods company, Procter & Gamble, also known as P&G. Another keydate in the company’s history was in 1974, when the company signed the First Black Model in history, by a cosmetics company (Rod, 2014). Cover girl provides a variety of products for women between the ages sixteen to fifty four, but the products are particularly famous in the teenage market place. The company does not own its own stores, rather they sell their products to drugstores, wholesalers and distribution centres and they don’t provide any personal consultant for their makeup, therefore Covergirl is more of a brand license then a cosmetics company. Covergirl cosmetics spends thousands of dollars each year to make their products just right for the consumers, this way when they lose their money in the mass merchant concept they make it up in the economy.
In “Why Boys Don’t Play With Dolls,” Pollitt writes about the differences between growing up as a boy growing up as a girl. She brings up the stereotypes that society naturally creates between genders in early ages, which leads to the lifestyle and path that boys and girls are raised in. Parents and feminist alike play a big part in establishing these sex roles. They raise their kids wanting them to be successful at what they are expected to be good at based on their gender and the trend that has been set before them.
As Sociological Images notes, dissimilar to men, why should gathered reject all things womanlike, women are urged to adjust manly and female attributes. NPR's article Two Families Grapple with Sons' Gender Preferences appears to offer believability to this
In this ad, an Ethos or ethical appeal has a great impact using Taylor Swift as the “credible” actor, a famous American singer, and a songwriter. She’s attractive and has a beautiful clear skin. To the girls viewing this ad, it seems like Taylor uses the Covergirl foundation to give her that flawless skin making her face feel light weighted.
Professional makeup artist and founder of her own line of cosmetics Bobbi Brown once stated that she “believe[s] that all women are pretty without makeup- but with it, the right makeup can be pretty powerful.” This statement is relevant to all people and says that all women have natural beauty, but with the optional added touch of makeup, their beauty can be even further accentuated. Public figure, Kat Von D encourages women to embrace their most natural selves through her own cosmetic line. The print advertisement of Kat Von D’s “Lock-It Concealer Creme” shows women of all colors, wearing minimal makeup, probably just foundation and concealer, and embracing their natural skin color and their ethnic background with her wide array of shades for each skin shade. Makeup over the years hasn’t always catered to people embracing their natural skin. The origins of foundation makeup lead to some health risks and didn’t accept people for their natural skin tone, Kat Von D’s makeup line consists of solid, well formulated, and successful products, and the influence of social media has impacted the growth of the beauty world for all people.
Craig’s worries about his son’s actions being more feminine as a result of playing with feminine toys is not uncommon. Many parents may become worried if they start seeing their child being more interested in playing with toys designed for the opposite gender. A hypothesis can be drawn up by stating that if boys with typically female toys, then there would be an increase of femininity traits of passiveness.
In addition, Covergirl also uses pathos. We know they target women because it is makeup. The products they advertise are for every woman and age in the audience. It makes sense, the older celebrities are to get older women and younger celebrities get younger women. In majority of the ads out there the companies try to diversify their product to get more sales. For example, Covergirl uses Ellen DeGeneres, Rihanna, Sofia Vergara, Queen Latifah, and Drew Barrymore to appeal different consumers. The diversity helps bring a lot more money in, rather it focusing on one set group. It helps a lot because many women have some insecurities and don’t really feel proud of their appearance. Their products also help with self-esteem. Many adolescents and adults only feel cute when they are using the products like mascara. Women may suffer from peer pressure. Their friends may threaten to stop hanging out with them because they aren’t wearing makeup. Covergirl can help with that to make women feel loved and welcomed with the people around them, but most importantly with themselves. It makes sense, the older celebrities are to get older women and younger celebrities get
Additionally, she is aware that her son could be outcasted if he doesn’t follow the trend as other young male children are. Instead, he takes an interest in things that aren’t seen as masculine and are not seen as something a man would
“I always knew I had a greater purpose than my regular 8-5 job," Falicia Fracassi of Fracassi Lashes said. Even when working in customer service, “Ladies would stop me on my break and they would talk to me about beauty ideas. I discovered that small changes in a woman’s beauty routine made them happier. I knew it was time for me to go at this full-time. I didn’t see anything past that but my own business–specifically eyelashes. I had always seen it as a side hobby, but it began to take over my life. People began to know me as the eyelash lady
Fashion plays a major role in a person’s life because it is expressing how one looks and feels about one’s self. Clothing, accessories and makeup communicate fashion, which are all successful ways of bringing attention and persuasion to popular fashion brands. However, can also lead consumers to higher standards thinking that they can resemble the professional model posing in the advertisement. Like a Cover Girl advertising fade proof, waterproof, and ignore- proof mascara and new intense eye shadow blast that has a photo of Drew Barrymore behind a light grey background with light blue eye shadow around her entire eye. Likewise, revealing Drew Barrymore’s greenish blue eyes with perfectly curled black eyelashes that one can have from the use of this particular new Cover Girl eye shadow blast and mascara.
Children learn at a very early age what it means to be a boy or a girl in our society. As children grow and develop, the gender stereotypes they are exposed to at home are reinforced by many elements in their environment and are thus perpetuated throughout childhood followed by adolescence. One major societal issue uprising with the way children are raised in today’s society is the gender specific dressing for boys and girls. The history with gender specific dressing is a one sided masculine enforced point of view for centuries. As children move through childhood and into adolescence, they are exposed to many factors which influence their behaviors and attitudes regarding gender roles. It is difficult for a child in today’s society to grow to adulthood without experiencing some form of gender bias or stereotyping. The question lies whether the view of gender specific dressing shall change or stay the same. As society continues to evolve and grow so does the tolerance of new uprising views for the general purpose of equality and freedom to do as pleased. Children regularly learn to adopt gender roles which are not always fair to both sexes. These attitudes and behaviors are generally learned first in the home but then reinforced by their environment, school experience, and media viewing. Nonetheless, the strongest influence on gender role development seems to occur within the family setting. Culture, values, and beliefs are the parents early role for passing on, both overtly
We live in a world surrounded by beauty standards, From the Moment we step foot on earth, until the day we die, we are taught that if you are beautiful, you are happy, wealthy, and have fun. Even as children, we learn that beautiful princesses and princes will live happily ever after, while the witch or troll lives in pain and rejection. Gorgeous Hollywood stars are the royalties of our society, and no matter what age you are, we all share one thing in common: beauty is important. The beauty industry has taken advantage of this and advertise unique products that will change beauty standards. Covergirl, a leading business, is ruling on top on most beauty companies in the US. The ad I chose from 2016 features In this ad,beautiful red-headed model standing with the company's (Covergirl) blue eyeshadow on her eyes. To the side, a couple of tubes of the eyeshadow with one open container. The shimmery liquid eyeshadow is an eye catching and is sure to make people look. Above the eyeshadow, there is writing saying "Fade-proof. Waterproof. Ignore-proof!"in big, bold text, to catch the future customers eyes. Covergirl is written slightly up the model in metallic purple. The text is written this way to compliment the eye shadows shown in the picture, and to interest the reader. After researching, Covergirl isn't as good as it seems.
The Covergirl 2017 Katy Perry ad shows her new lipstick and mascara collection, Perry is seen throughout the whole ad with different color dresses representing the shades of the lipstick and for the mascara she changes into a black and white dress to signifying the black mascara. The 12 shades of lipsticks also come together with her makeup, the whole ad is made to signifying the old days and how women would wear nice bold pink colors and long lashes. The producers use different forms of attraction to get the viewer to buy the product: having Katy Perry in the ad, showing the colors of the lipstick in every way they can, and how the cat represents the name of the collection Katy Kat matte lipsticks.
The broad research questions of the study are the role of male and female in the society, cases of tensions during childhood to conform to a specific gender role or behavior and how parents try to shape the gender of their children through gender behaviors, toys, and games (Westbrook and Schilt, 2014). Besides, the interview will cover gender-specific expectations and how people think of being either masculine or feminine. According to the interview, the three people I interviewed had similar answers concerning the issue of gender and sex. Parents try to shape their children sexual and gender expectations through toys, games, and teaching of gender behaviors. In addition, most people feel the pressure of fulfilling