The Portrayal of Women in Advertising Essay

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Within this essay I plan to discuss the portrayal of women in contemporary advertising and focus around the ideologies of the male gaze according to Laura Mulvey. Laura Mulvey is a feminist film theorist commonly known for her controversial essay, “visual pleasure and narrative cinema” written in 1973. This piece went on to be published in the influential British film journey screen. (Hein,2008) Her written views have achieved to shift the perception of film theories conventional structure known as psychoanalytic, which were written about by Sigmund Freud and Jacques Lacan.

Lacan was to have primarily came up with the theory and was originally identified as the “gaze”. His use was to define the anxious state that derives with the
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(Hein,2008) It’s been undeniable that advertisement companies have had more opportunities to use females for the face of branding and objectification.

The Dove Campaign for Real Beauty is a worldwide marketing campaign. The aim of the campaign is to create “a world where beauty is a source of confidence, and not anxiety.” The campaign also wants to help the next generation of women “develop a positive relationship with the way they look.” Throughout their advertisements dove have used a variety of women who have a various range of body sizes, skin colours, heights and ethical backgrounds. Dove uses the colour white significantly often dressing their models in white underwear or clothes. More than so using white backgrounds and backdrops which seem to mimic their usual product colours packaging and advertising theme. White usually symbolizing the message of purity, comfort and happiness or is often seen as the colour of a virgin. The use of the selection of women compared to regular stereotypical models gives the viewer a reinforced purpose to empathize with the campaign. Dove has used various women, as this doesn’t narrow their target market when advertising. The use of variety broadens their campaign in order to gain a response and interest from their market buyers, which are generally women.

The women throughout this advertisement are stood very closely together with

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