Marketing companies try to surpass one another thinking outside the box and creating advertisements which are unconventional, however, they operate within a few stereotypes about gender roles and representations. This essay will examine the differences between advertising lingerie for both male and female audiences. Commercials of focus are Primark’s Valentine’s Day campaign called 'For every side of you ' (see Figure 1.) and Justin Bieber’s photo shoot for Calvin Klein (see Figure 2.). Both brands are well – known, nonetheless their profile and target groups are slightly different, mainly because of price range, thus associations created by their campaign can be seen variously, depending on audiences’ status, gender, age, experience and many other factors.
First of all, the photo from Primark’s campaign represents a young woman with great figure and complexion – a typical attractive model, however, not a typical, average woman in general. She is standing by a dressing table suggesting an intimate atmosphere of the moment. Woman is gazing into the mirror which signifies shallowness or self-admiration, nonetheless, the mirror is playing a slightly different role in this picture. The model can see her alter ego in the reflection. One, on the left, is a subtle, sweet, innocent and almost prudish, compared to the one in the mirror. It is suggested by the colour which surround the model and the colour of her lingerie. Aslam (2006, p.23) suggests that beige tint is connotation of something dull but also costly, thus girl seems to be tame and quite boring but the scenery signifies that what she is wearing is high – priced and even high quality. On the contrary, a person familiar with Primark’s goods knows that they are cheap and not th...
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...rimark’s campaign is about Valentine’s Day, it can be argued that the lingerie is a gift for a partner, thus the advertisement suggests that woman duty is to please her man. Accordingly, Calvin Klein is stereotypical as well, picture presents man who is powerful, strong and independent – in other words, masculine.
To conclude, both advertisements create a set of values associated with gender – Primark consider women as either sweet and innocent or sexy and predatory and, on the other hand, Calvin Klein shows that men need to pursuit their dreams and never give up. The colour is stereotypical in both pictures, bright colours, beiges are girly and dark represent strength of men. Both campaigns use models within canon of beauty, they have ideal silhouette and carnation, nonetheless it is a common practice in the industry of marketing the apparel to eroticise the models.
By quoting the commercial, and analyzing the logos and pathos, and ethos it uses, Gray has adequately used the rhetorical appeal of logos. She also supports her statements by comparing the Hanes commercial to other underwear commericials. “Underwear commercials in general seem to abound in their portrayal of morning sunrises and beautiful people making beds.” Throughout the entire article, from her describing the scene of the commercial, to talking about the stereotypical men, women, and underwear commercials, she is able to stir emotion from the audience. “Women on the other hand…know how to be women…Just show a woman good old fashioned love scene and most likely she’s sold.”
This commercial appeals to are Ethos the way the author creates points that prove what is presented is something worth seeing and listening to the viewer since it comes from a quality source. Victoria’s Secret is a very well-known brand that has a good following because of their intricate designs and quality material of the products that has been present for many years. The brands name is shown at the beginning and the end of the ad. This leads to ethos since they are already worldly recognized they create credibility with highlighting the name of the brand multiple
We see the ways that the popular media uses gender tensions everywhere. The truth is that sex sells, we know that. The challenge that advertisers face is: How to use it best. Some advertisers do this better than others and the ones that truly have an understanding of gender tensions will, in the end, sell the most. In my last paper, I explored how the company Abercrombie and Fitch uses gender tensions to sell their clothes. They have become among the masters in advertising and the business in booming. They cater to young adults and young adults only for one powerful reason: It is at this age in which the sexual tensions between male and female are greatest. Abercrombie and Fitch has found their niche.
“Sex sells” has been used as an excuse to exploit and humiliate women through advertising for years. It is seen everywhere: television, movies, magazines, billboards, literally any place that can have an advertisement put in/on it. One company that specializes in advertisements composed of sexualizing women in order to sell their clothes is American Apparel. For years, they have created degrading ads that make the average believe they need to look like these images in order to feel good about themselves. Advertisements like these have a negative effect on society and especially women but American Apparel has taken things to a whole new level of exploitation.
The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
Sigismund Schlomo Freud, an Austrian neurologist and the father of psychoanalysis, once stated “When you meet a human being, the first distinction you make is ‘male or female?’ and you are accustomed to make the distinction with unhesitating certainty.” Had Sigismund Freud lived through the 21th century instead of the 19th, he might have had a good reason for hesitation. Now we live in an era when gender norms- and many other standards- must perhaps be questioned and dismantled. Over the last several years, the broader cultural shift in how people perceive gender has picked up speed in almost all spheres of society- politics, education, art, literature, and of course in the fashion industry. Clothing has become one of
I have examined and analyzed the COVERGIRL™ NatureLuxe advertisement that uses common feminine stereotypes. In this advertisement, COVERGIRL™, which runs in Seventeen magazines, targets women through their choices of colors, fonts, and images used. Certain stereotypes are used; such as, those who are more feminine tend to prefer lighter, happier colors, such as pink. Also, the use of a celebrity, who many young women look to as an icon, assists in the advertisement of the COVERGIRL™ product. COVERGIRL™, more than likely, is able to successfully market their lip-gloss product in the United States by using common gender stereotypes to show femininity and how those, mainly women, should be presented in today’s society.
There are fashionable furniture and decorations in the room, all of them in gender-neutral colors. The family is well-dressed in soft blues and white. Every face in the ad is adorned with a tremendous smile. The caption in the upper-left corner describes “dad” as cool and a best friend, bike fixer, swim coach, tent builder, and hug giver rolled into one. Or two. The family includes a young daughter and son who appear Hispanic, and their two Caucasian fathers, approximately in their thirties. This stylish clothing advertisement not only sells JCPenney’s clothes, but also challenges the conventional roles and ideas that have been imposed on the American
In the essay “Beauty (Re)discovers the Male Body,” author and philosopher Susan Bordo discusses the history and current state of male representation in advertisements. While using her feminist background, Bordo compares and contrasts the aspects of how men and women are portrayed in the public eye. She claims that there has been a paradigm shift the media with the theory that not just women are being objectified in the public eye, but also men too. Since the mid-1970s, with the introduction of Calvin Klein commercials, men have started to become more dehumanized and regarded as sex symbols. In a similar fashion to how Bordo describes gender, race plays a similar role in the media. People of all different ethnicities and cultures are being categorized into an oversimplified and usually unfair image by the media over basic characteristics.
The portrayals of men in advertising began shifting towards a focus on sexual appeal in the 1980s, which is around the same that women in advertising were making this shift as well. According to Amy-Chinn, advertisements from 1985 conveyed the message that “men no longer just looked, they were also to be looked at” as seen in advertisements with men who were stripped down to their briefs (2). Additionally, advertisements like these were influencing society to view the male body “as an objectified commodity” (Mager and Helgeson 240). This shows how advertisements made an impact on societal views towards gender roles by portraying men as sex objects, similarly to women. By showcasing men and women in little clothing and provocative poses, advertisements influenced society to perceive men and women with more sexual
To sum up, it is often said that advertising is shaping women gender identity, and some have been argued that the statement is true, because of the higher amount of sexual references of women that advertisement show and the damages that occur on women’s personality and the public negative opinions of those women. As well, the negative effects that those kinds of advertisements cause to young generations and make them feel like they should simulate such things and are proud of what they are doing because famous actors are posting their pictures that way. Others deem this case as a personal freedom and absolutely unrelated to shaping women gender identity. On the contrast, they believe that, those sorts of advertisements are seriously teaching women how to stay healthy and be attractive, so they might have self-satisfaction after all.
The objectification of women is a huge issue in society and is often led by advertising. However, many men still believe that the adverts depicting women in a sexual and often passive posture are not very offensive, but rather very funny or sexy. However, how would they feel if it were their daughter or sister being advertised throughout the world as a sexual object? The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60.
His research and publications address environmental thought, cultural inquiry, philosophy of art and culture, holistic well-being, and, applied philosophy and ethics. His book Fashion Myths: A Cultural Critique, discusses advertisements of fashion, and fashion-related goods from a philosophic-anthropological perspective within a contemporary cultural context. In other words, understanding the thoughts of consumers when watching advertisements and making purchases. Understanding the matter from an anthropological perspective, as well as from a design perspective, allows for insight into the matter through an interdisciplinary approach, aiding in understanding the situation from both sides: designer and
image of themselves in real life. They are almost computer-generated women like in the movie Simone. Indeed, with the technology we have now, advertisers can transform a product into perfection, at the same time, misleading the consumer into seeing it as “real”, and thus permanently providing impossible standards (Ingham). More and more women are becoming dissatisfied with themselves trying to be this fantasy person created by the men in our society. This distorted view of reality, portrayed by advertisemen...
Louis Vuitton, Coach, and Dior’s advertisements portray a picturesque scene consisting of simple, yet elegant, details (Coach; Dior; Louis Vuitton). Each ad displays similarly styled handbags with clean lines and only two handles, indicating each company’s desire to keep purses feminine and traditional. The handbags presented are similar to the more traditional style used in the early 20th century, perhaps to invoke a sense of timelessness and luxury. While each handbag advertised consists of differing aspects, it is evident Louis Vuitton, Coach, and Dior are