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Introduction 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. Target Audience This advertisement appears in the Seventeen magazines, whose readers range in age between thirteen and twenty-five. The visual shows a young, blonde, Caucasian female who is attracting the readers to the COVERGIRL™ product. Placing this sort of ad in the Seventeen magazines is appealing to most young women due to the beautiful celebrity, Taylor Swift, who uses the same product. Also, the colors used, such as the pastel pinks, draws in the reader since they are very feminine colors. Finally, the product itself is appealing to the audience of Seventeen because younger women like to look their best, and to do that, lip-gloss is a handy accessory. Layout There are several aspects to the layout of this advertisement. Women, regardless of age, tend to be drawn to the use of beautiful, younger women in an arrangement, which makes this design effective. Firstly, Taylor Swift (the young woman in the picture) has been properly dressed so that the lip-gloss she is using matc... ... middle of paper ... ...e lip-gloss product. By using this advertisement to examine common womanlike stereotypes, and to see what women are drawn to in the United States, we notice that choices of colors, fonts, and images used can be appealing to those who are more feminine. The details presented to each reader of this magazine advertisement are shown a multitude of feminine stereotypes, which are targeted towards younger women in America. Works Cited Kimmel, Michael. “Men Will Be Boys.” The New York Post. 7 Sept. 2008. Rpt. in Writing Communities & Identities. Ed. Cynthia Debes et al. 6th ed. Plymouth, MI: Hayden-McNeil Publishing, 2009. 56-64. Orenstein, Peggy. “What’s Wrong with Cinderella?” The New York Times Magazine. 4 Dec. 2006. Rpt. in Writing Communities and Identities. Ed. Cynthia Debes et al. 6th ed. Plymouth, MI: Hayden-McNeil Publishing, 2009. 50-54.
They want to show a “sparkling version” of the product and that implicates that, “if you buy the one, you are on the way to realizing the other” (26). So the portrayal of gender is essential in advertisement when it is trying to catch the viewer’s attention, since gender norms can be considered as a form of silent language in the society. Simply put, it can be said that gender roles are “a language which needs no complex translation by the viewer, just transmission through the image” (Capener 3) and therefore it is important for the advertiser to utilize the imagined gender roles within the advertisement
The world we are living is a fast paced ruled by the media. We are surrounded by images of, perfect bodies, beautiful hair, flawless skin, and ageless faces that flash at us every day. These images are constantly in our minds throughout our lives. Advertisements select audience openly and target them with their product. The advertisement is implied in order to be like the people in the advertisements you must use their product. This approach is not new to this generation, but widely used today. The advertisements grab people attention and persuade them with the appearance of beauty and happy women that looks sophisticated to people eyes.
Throughout time the evolution of American advertising has drastically changed. What hasn’t changed is the way that women are being presented. From the roaring twenties to modern time magazine ads have always advocated the main focus to be a woman’s beauty. As time goes by the advertisement industry focuses more on things like big breasts, tiny waists, long legs, and of course beauty. For instance, Chanel, a perfume line, constantly misrepresents their models in there ads by making the main focus to be their bodies.
The target audience for this particular advertisement is males, both in their teens and twenties. The appeal to men in their twenties is strongly evident, through the overt sexual nature of the photograph. While most of the female’s features are not visible, the parts which can be seen, result in a highly sexualized image. The appeal to the teenage male population takes a bit...
First, Kilbourne’s research should be praised tremendously for bringing to light the unhealthy impression of true beauty in today’s culture. Kilbourne challenges the audience to reconsider their viewpoints on advertising that is sublime with sexual language. The evolution of advertising and product placement has drastically changed the real meaning of being a woman. According to the movie, every American is exposed to hundreds and thousands of advertisements each day. Furthermore, the picture of an “ideal women” in magazines, commercials, and billboards are a product of numerous computer retouching and cosmetics. Media creates a false and unrealistic sense of how women should be viewing themselves. Instead of being praised for their femininity and prowess, women are turned into objects. This can be detrimental to a society filled with girls that are brainwashed to strive to achieve this unrealistic look of beauty.
The basic strategy of this kind of gender stereotypes is men will ignore the advertisements by paying more attention on woman if the advertiser includes woman’s image, and if they use male photograph in advertisement it will attract more female consumers. Therefore, people will pay more attention on advertisement and then have more possibility to shape positive attitude of that product, or at least, bear that product in mind when they need to consume it (Courtney and Whipple, 1983, p.74). Moreover, it is not only a strategy to attract more consumers, more importantly; it is a method to stand out in a “male-dominated work environment in advertising”, and it challenges the value of patriarchy and “double sex standards” (Fedorenko, 2015, p.476). However, sexy female image are often controversially critique as gender stereotypes of women in advertising. According to Laura Mulvey’s idea of “male gaze”, it points out that female are sexual objects to men to please them in an “erotic spectacle” (1992, cited in Marcellus, 2009). In Sonata’s ad, this woman dresses sexy in order to be a sexual reward, a tool to attract men and accessory of a successful man. This expression of women object to the idea of feminism that has mentioned before, women is independent, and the reason for being sexy and glamour is not to please men and fulfil male’s desire of sex. So, this advertisement provides a negative feeling for women that reinforce the gender stereotypes of women looks sexy in order to satisfy male’s desire of
In conclusion, we can see how everything presented in an advertisement can actually have an impact in the people. Although the company’s target was to sell their product, their way of transmitting the message to the people also fortifies the stereotype. Thus, the media today does abuse the power of stereotyping in order to gain a favorable reputation. Everything they present in the ad, from symbolism to the lifestyle of the characters, race, age and gender, has an effect on strengthening the stereotype. In this case, women are perceived as emotionally drained, weak and incapable, although now a days that characterization is trying to be broken because women are much more than that and can actually get to achieve greater things.
Zimmerman, Amanda and John Dahlberg. “The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective.” Journal of Advertising Research 48.1 (March 2008): 71-79. Business Source Premier. EBSCOhost. Howland High School Lib., OH. Web. 28 March 2014 .
and Other Greats : Lessons from the All-star Writer's Workshop. New York: McGraw-Hill, 2006. Print.
The idea that the essence of femininity is to please the desire of man, has confirmed the obsession of advertising archetypes of women for beauty. What we look at advertising is but a male gaze on female identity.
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.
While stating in text the lipstick is truer and crisper from their rich pigments and creamier and more sumptuous feel from their nourishing honey nectar. The consumer can actually read those objectives off the advertisement. For a visual aspect you can physically see a flower dripping nectar onto the lipstick, as the lipstick glistens. In addition, the consumer can also see a beautiful model wearing one of the shades of pink to see how rich the lipstick really is. CoverGirl uses both verbal and visual messaging to accomplish the advertiser’s marketing objectives. CoverGirl is pulling their consumer in by offering them rich, satisfying color and lip butters, while also stating what shade is on the model. Since the model is wearing Yummy Pink, the brand decided to add a visual aspect of an ice cream. The brand emphasizes the shade of pink is just as yummy as an ice cream
This feminist analysis will define computer-based innovations that are utilized to distort and objectify women’s faces within the context of patriarchal society. The advertisement entitled “Revlon Beyond Natural” is an example of this type of computer-generated imagery that idealizes and creates an artificial sense of perfection in woman’s facial features. For instance, actress Jessica Alba is shown posing with her chin pointed down into her neck in an alluring positioning of her head. Her head is titled to her left in order to show the effects of the Revlon makeup on her cheeks, forehead, and lips. Alba’s neck,
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...
This advertisement includes three alluring models, all of which are of different ethnicity but essentially have the same physical attributes. This image is used to appeal to all sorts of American women. The models all have famished bodies; this includes their angular, somewhat gaunt faces and protruding collarbones. Located right below this image is the company’s slogan which reads, “ESTEE LAUDER”. Defining Beauty.”