Introduction There are many that companies utilize advertisements to sell their product. One main way is use advertisements to target specific traits. Advertisement targeting is used by many popular companies for products that both men and women use. One of the most common advertisements that we see targeting is Oil of Olay’s Regenerate products. These products are designed to correct and prevent the on slot of wrinkles. This product is not made specifically for women, nor was it made for anyone over a specific age, however in the advertisement it always starts with a close up of a older female and revels in the fact that their face cream had beat more expensive cream in some sort of challenge. The women in the commercial are old enough …show more content…
The commercial does a real good job of letting the consumer know that their cream is affordable to the middle class. However, by choosing to only target their advertisements to their target market they are missing a large, up and coming group, men. According to the Quenqua, 2011 “Sales of premium skin-care products for men jumped 5 percent that year, and have risen another 12 percent so far in 2011, according to the NPD Group, a market research firm. Women buying products for men account for only 25 percent of those sales: most of the time, men buy these products for themselves” (p. 1). By only choosing to focus their advertisements on older middle class females Oil of Olay will find themselves losing out to a completely new customer …show more content…
Not only it impact a young woman’s self esteem but will also cause depression and dissatisfaction with her own body (Kawecki, A. 2010, p. 24) that she is never good enough even when she is older, but it also can cause ageism against the elderly or even women who chose not to fight the aging process. T. Calasanti describes anti-aging advertisements by stating that “Though the ageism apparent in anti-aging advertisements can be, and is, resisted, the representations remain powerful forces shaping the exclusion of old people” (p. 339). Conclusion Anti-aging advertisements like Oil of Olay’s Regenerate line can make women aware of the products that are available to them today. However, between the harm it can cause psychologically to young women and their self-esteem and that it can cause ageism against the older females, the advertisements do more harm than good. If the advertisers chose not to just target females advertised to males then not only would they lessen the harm to women and would open the market for
Beauty is a cruel mistress. Every day, Americans are bombarded by images of flawless women with perfect hair and smooth skin, tiny waists and generous busts. They are presented to us draped in designer clothing, looking sultry or perky or anywhere in between. And although the picture itself is alluring, the reality behind the visage is much more sinister. They are representations of beauty ideals, sirens that silently screech “this is what a woman is supposed to look like!” Through means of media distribution and physical alteration, technology has created unrealistic beauty ideals, resulting in distorted female body images.
Beauty is often described as being in the eye of the beholder. However in modern western culture, the old adage really should be beauty is in the eye of the white makeup artist, hair stylist, photographer, photo shop editor, and advertiser. Beauty and body ideals are packaged and sold to the average American so that we can achieve vocational, financial, social, and recreational successes. Mass media and advertising has affected the way that women perceive and treat their own bodies as well as their self-concept. Women are constantly bombarded with unrealistic images and hold themselves to the impossible beauty standards. First, we will explore the role of media in the lives of women and then the biggest body image issue from a diversity stand point, media whitewashing.
Wolf, Naomi. The Beauty Myth. How Images of Beauty are Used Against Women. New York: William Morrow, 1991.
I chose these four journal writings because I believe they are the strongest pieces I have written from the second half of the semester. The main focus of these journals was based on readings under the women as objects topic. The oppression of women has led to females being objectified and used as gratification for men. A woman’s body and appearance have become a commodity, especially in the media. Films, television shows, music and advertisements use women’s bodies to attract their audience and sell products. The movie watched in class “Killing Us Softly 4,” highlights this fact while presenting how women are represented throughout the media. The media has set and perpetuated a particular standard of beauty that is restrictive, but for some many women completely unattainable. The women represented in the media are young, thin and have western or European characteristics. Where does that leave the majority of women that do not fall under this category? This leads to women developing eating disorders to achieve an ideal body image that is manufactured through Photoshop and other picture editing systems. Women of color, women with disabilities or any woman that does not follow this standard is not represented within the media. When a few women do break this mold and become famous, they are set at a different standard. These women’s differences become the highlighted feature of their fame. However, the one constant in the media when it comes to women is the objectification and sexualization of women. This sexualization can lead to aggression or violence against women and the perpetuation of rape culture. The images viewed in the media directly impact how women view themselves and how others view women. By examining the issues women f...
The target market would be women who require the essential night cream in order to stay looking young. In today 's world women crave the idea of looking young for a longer period of time. The idea of this ad is for women to see a beautiful woman with amazing looking skin and aspire to look like her. The Aveeno Active Naturals ad recognizes different aged women who want to stay looking younger longer. The use of a beautiful woman in the ad helps to convince women that this product will help them stay looking young.
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
Aging is a sensitive topic for many, with ageism being incredibly prevalent, as it has such a negative connotation that is attached to it (Hooyman, Kawamoto, & Kiyak, 2015). What does it mean to age in society today, when the baby-boomer population is starting to reach their old-old age status? (Hooyman et al., 2015). In order to break down stereotypes and understand what exactly it means to age within our current day society, I interviewed a married couple of 29 years, whom wished to remain anonymous, regarding their views on aging. The gentleman is sixty-three years old, and his wife is in her fifties. She was not the main focus on my interview, the gentleman was, but his wife was able to chime in and provided me with her two-sense every once in a while.
Within the beauty industry there are numerous examples of media propaganda that can be investigated, but the television and magazine industry privdes a very specific representation of what women experience daily through the media. According to the Hollywood Reporter, the ...
Wolf, Naomi, Ed. The beauty myth: How images of beauty are used against women. Random House, 1991.Web. 28 March. 2014.
It is shocking to see the digression in humanity’s morals and values over the past decade. As cliché as it sounds, the media is the center of it all. The way women are being represented, from our television sets, the radio, pornography and even art has pushed beauty to the top of the list of controversial and widely debated topics around the globe. “Whenever we walk down the street, watch TV, open a magazine or enter an art gallery, we are faced with images of femininity,” (Watson and Martin).
Yamamiya, Y., Cash, T. F., Melnyk, S. E., Posavac, H. D., & Posavac, S. S. (2005). Women's exposure to thin-and-beautiful media images: Body image effects of media-ideal internalization and impact-reduction interventions. Body image, 2(1), 74-80.
This is an advert targeted for mature women; the aim of the product is to reduce aging of the skin, mainly the face among these types of women. The product is from Olay. Olay is a multi-millionaire brand that first produced anti-aging cream then went on to producing all kinds of skin care products (the guardian, March 2012), however it has always been known for its anti-aging products.
Alexandra Scaturchio, in her article “Women in Media” (2008) describes the media’s idea of beauty as superficial. She supports her argument by placing two pictures side-by-side; a picture of a real, normal-looking woman and her picture after it has been severely digitally enhanced. Her purpose is to show young teenage girls that the models they envy for their looks are not real people, but computer designs. She also states, “the media truly distorts the truth and instills in women this false hope because…they will live their lives never truly attaining this ideal appearance”. Scaturchio wants her readers to realize the media’s distorting capabilities and feel beautiful about themselves, even with flaws.
Aging is a fact of life. As the years progress, the amount of aging individuals in the United States has been projected to increase considerably. In fact, Wiener and Tilly (2002) expressed that, the number of aging individuals is estimated to increase by 135% between 2000 and 2050. Moreover, the number of aging minorities is expected to increase as well. By the turn of the next midcentury, they are projected to increase by 500% (Scharlach, Fuller-Thomson & Kramer 2002). With this substantial growth, I set out to uncover the underlying reasons to why the quality and longevity of life for those of the aging minority differ in comparison to their counterparts. Through critical analysis, theoretical perspectives, I intend to discover the societal views, strengths and differences that exists among minorities.
The average American is exposed to hundreds of advertisements per day. Advertisements targeted toward females have an enormous effect on women's thoughts, attitudes, perceptions, and actions. Most of the time, women don't even realize these advertisements are formulating self-image issues. These ideals surround them daily and they become naturalized to the ads. Advertising creates an entire worldview persuading women to emulate the images they see all around them. In order to create a market for their products, companies constantly prey upon women's self esteem, to feel like they aren't good enough just the way they are. This makes women constantly feel stressed out about their appearance (Moore). Advertising has a negative effect on women's body image, health, and self-esteem.