Like Slim-Fast claims that “now you can snack the weight off!” or is that just what they want us to think. Throughout this ad, several different gender codes appear. Even though there this only a woman in the ad holding nothing but a bag of snacks, it also shows codes for men too. One can see that the actor is very into her role and that can be seen through the multiple codes that she displays throughout the ad. One can see the female specific codes that she exhibits starting with her being over excited, skinny, confident, stylish, slutty, and is in high heels. However, she also shows some characteristics that are normally associated with male specific gender codes too. Such as the stance that she takes and her almost excessive attempt to …show more content…
This type of thinking that they have to look like the lady in the ad might in the long run lead to lowering their self-esteem. According to Devor “they demonstrate subordination through a minimizing of spatial use: people appear feminine when they keep their arms closer to their bodies, their legs closer together, and their torsos and heads less vertical than do masculine-looking individuals”. In this ad, however, the feminine actor shows none of these things, she actually shows the complete opposite. Devor mentions that “people who hold their arms and hands in positions away from their bodies, and who stand, sit, or lie with their legs part—thus maximizing the amount of space that they physically occupy—appear most physically masculine”. The way that this feminine actress is standing according to gender codes is incorrect, she is in a stance that is known primarily to be a masculine stance. So in a simpler sense, this ad actually breaks the gender codes breaking the balance between femininity and masculinity. In the American society, gender …show more content…
Such things like girls getting over excited, a guy taking a provocative stance, men wearing heals, and females attempting to be aggressive. We as a society have a hard time explaining the difference between males and females. Other than some physical expressions such as aggression, which can be measured due to different testosterone levels in the body, and external appearance. Like Blum stated, “you can parade endless similar statistics but the point is this: Males are more aggressive, not just among humans but among almost all species on earth”. In the ad if one looks closely at the actor 's face, one can see the expression on her face seems to be an attempt at a more aggressive look and maybe going as far as assuming a more masculine looking. According to Devor “masculinity can also be conveyed by stern or serious facial expressions that suggest minimal receptivity to the influence of others, a characteristic which is an important element in the attainment and maintenance of egoistic dominance”. It’s hard to figure out if her face is specifically pointing out the masculinity code or not. But it can be assumed that she is since throughout the ad she can been seen showing many other gender codes that are meant to be for guys and not girls. I don’t
But jean sells are increasing when their commercial shows a woman being attacked by three men (464) (Kilbourne)? Kilbourne states that commercials that have a sexy man doing something dangerous becomes erotic, therefore men have this perception that being the good boy is not a positive attribute. When examining Kilbourne’s advertisement selection we see men in control, pushing women against walls and having two women flock over one man. Kilbourne’s selection was to confirm the discrimination women face. The group of feminist fund-raisers, who call themselves SlutWalkers are currently trying to “reclaim the word slut,” by marching around in skimpy clothing making jokes about the industries of prostitution and pornography. They are putting women into a difficult situation because they are pushing for empowerment, but does empower cross your mind when there are half-naked women waltzing around? These women believe they are taking a stand against men, but truthful they are giving them exactly what they want…women strutting around with very little clothing on (Powers). Women are portrayed similarly in advertisement for cars, alcohol, and aftershave; because sex sells. Women are sexy and attractive which sells products on television; however when it comes to advertisement on the radio a man’s voice is used 78% because it is convincing and strong
A strategy developed for the private pleasure of the advertisers rather than any potential to reach customers or change brand perceptions. what they don 't show you is that women control $12tn in global spending, yet some companies appear to have missed this. Why do they keep getting it wrong? Women now control $12tn in global spending. The lack of female representation in the advert is a missed opportunity, (there 's a single woman in the boardroom scene with nine men, and a pair of dancing cheerleaders) but that 's more a symptom of a deeper issue: HTC has a male image problem. It’s not just in the phone companies, it’s also in cars When I spoke to a senior marketing exec from a luxury car maker, I asked the same question. He seemed baffled. As far as he was concerned his brand was not for women and never would be. When he told me that less than 10% of the brand’s website traffic came from women, it wasn’t just with resignation, it was with pride. Even though advertising companies use women to make the
Given the number of women that appear in advertisements aimed at men, it is possible that the male viewer’s image of himself is affected by the female’s images to which he is exposed. Despite men being generally more satisfied with their body image, the increasing pressure seen in marketing efforts to appear physically attractive and muscular may also result in a change in body image perceptions (Gulas and McKeage, 2000), to strive toward developing a muscular body to appear more masculine (Baird and Grieve, 2006).
Advertising across billboards, TV and newspapers colludes to tell us that all women look a very specific way. Gender is perhaps the basic category we use for sorting human beings. The media mostly portrays men as strong, masculine, tough, hard and independent while women are shown as fragile, soft, clean and mostly 'sexy'. Whatever the role, the print and the visual media are full of images of women who are typically white and desperately thin. They are tailored to be the perfect woman. The representation of women on the print and the visual media mostly tend to be stereotypical, in terms of societal expectations (REFERENCE)
Women are portrayed as in a sexualized manner that is purposely used to appeal to the senses of men. They are shown as objects of desire in all aspects of media, but is perhaps most often used in advertisements. For example, we can see the use of women in Axe Deodorant ads. In the Axe ads there is a male model that is accompanied by an attractive female, who seems to be attracted to the male simply because
Women read Cosmopolitan to find confidence in themselves especially in their sexuality. According to Mark Crispin Miller, a professor at New York University specialized in writing, “Advertising agencies do plenty of research, by which we can assume that they don’t select their tactics arbitrarily” (119). Although this ad is distinct from the other ads in the magazine, it is clever because it stands out to the readers and it did not get thrown into the magazine because they felt like it. The creator carefully analyzed the audience and the other ads in the magazine. Cosmopolitan has a copious amount of ads referring to glamor, confidence, and sex. This ad does the complete opposite, it throws out a natural look and a real life situation of being scared. The tone is different for it brings the reader back into the reality of their lives realizing they should not wander too far societal expectations. Women are expected to wear high heels to work every day and know how to cook and clean. They are incapable of being independent and wandering from those expectation. If they do wander, they are not going to make it because they are incompetent of living a life out of the norm. Cosmopolitan’s readers are reading the magazine to find confidence in themselves, but this ad throws a kink in those thoughts. This ad tells women that they really are not capable of being
Normally, clothing ads feel inviting and the people in these advertisements seem very happy, and it gives off a very comfortable feeling. In this American Apparel ad, it gives off a cold, dark feeling. This may be due to one’s personal feelings about the advertisement, or the color choices in the ad as well. It feels like one are dazed, confused and do not know exactly what’s going on. Along with this, the American Apparel ad makes some people feel singled out. In most magazine ads selling clothes, the people in said ads look at the viewer, making them feel a part of whatever might have been actually happening in the advertisement. In the other ad, however, one would more than likely take the role of the male, due to the point of view of the picture taken. This states that most people who would look at this ad would be men, so that they would enjoy such an ad. It not only singles out men who may not want to take part in whatever may be going on in the picture, but to women as well. These people who do not want to be involved may feel disgusted by the fact they are forced into this role or feel upset because they feel like they have intruded in on something
Through the application of physical appearance, audience and text the ad unfortunately paints women in a negative manner. The ad employs tactics that reel society into believing that women must put a man on a pedestal in order to gain his admiration. Women have the right to be treated equally and deserve to be represented in a positive light so the culture can fray away from following beliefs similarly portrayed in this 1930s advertisement. We must teach the next generation that although it is in our nature to nurture those around us, there are no boundaries or restrictions for women to excel in society for the
By doing this, it is showing that they are less powerful than men. Ads tend to put women down. Like Kilbourne stated, the Cosmopolitan advertisement shows in a few ways how they feel women are less powerful than men. The first way is where the half of the ad is covering up the woman’s face with some of her hair. Therefore, this shows weakness by stating the models being silenced or cannot speak what is on her mind. Since this is an ad for teens and young adults, it is also suggested, being that they are so young, they have no say, especially because they are a woman. The second way this ad is trying to show women are weaker than men is on the other half of the ad. It is showing the blonde-headed woman jumping from one bench to the other. The models presented as not having any sense. If this were a man in the advertisement, he would not be jumping or posing in any foolish ways. In conclusion, the Cosmopolitan advertisement on the American Eagle Outfitters jean jacket, along with several other ads, shows weakness in women compared to
‘Givenchy’ stereotypes Women as elegant, perfect and classy as in an advertisement for a perfume called ’Organza’. The same stereotypical role is also taken up in most other advertisements aimed at women. The woman in the advertisement for ‘Organza’ is pictured next to an enlarged picture of the bottle for the perfume. Both look similar with the curves of the body being translated into the shape of the bottle. Also the pleats in the dress are mimicked too. The background in the design is smooth and gentle showing and increasing the elegance of the woman. So this still and gentle setting is how advertisers stereotype females in advertisements.
This can be understood by the fact that there is not a single female actor in the commercial and also from previously stated socio-economic information about the advertisement. Some may argue that consequently, this ad is sexist in that it only focuses on males; however, Levi is advertising a product that is worn predominately by men, so it does make sense to advertise to that demographic. Since Levi has split their clothing into two gender binary groups, men and women’s, they would likely advertise equally to both genders in an attempt to create gender
Most photographs also pertain to creating gender stereotypes creating gender codes. Take for example a ad from AMI Clubwear. The photograph shows six distinct sexual women postured. Their breasts easily noticeable popping from the pink mini skirted with their high hilled matching pink heels. The photograph conveys that in order to look and feel sexy is to wear what they wear. Which is barely anything. However, one also can notice that each thin and legs shaved. The advertisement creates a unreal women posture luring to catch both a man’s and women’s attention. The body posture shows the incredible unrealistic fits of becoming beautiful. The cityscape in the foreground give the notion that to be beautiful you must come from the city.
Codes of Gender is a documentary that discusses advertisements involving women, and the impact that these advertisements have on societies beliefs about women. The documentary states that in many advertisements, adult women are seen to portraying traits of a young girl. For example, in print advertisements, both models and celebrities are often photographed with their fingers in their mouth, hiding behind objects, and lying in the fetal position. By doing this, advertisements are showing the public that women have to display a childlike innocence no matter how old they are in order to seem appealing. This mentality perpetuates the idea that women are inadequate if they reach a certain age where they are no longer to represent this childlike
The way they are portrayed has a major effect on the self-esteem of Women and young girls. Women compared to Men are not represented equally in media, this is shown in many ways. How Genders Work: Producing the J. CREW Catalog by Paul Muhlhauser and Kelly Bradbury represents how both Women and Men are portrayed in their magazines. What was found that the font used to describe the models clothing was significantly different between Men and Women. A skinny small font was used for the Women and a big and bold font was used for the Men. This was meant to emphasize that it should be kept skinny for Women and not to emphasize curves or shape in body type whereas the Men’s font was used to represent the work that men do, implying they do some sort of physical labor (Muhlhauser and Bradbury). The way that Men and Women models pose and are photographed also has a significant difference. Women are posing to appear fragile and off balance as if they need a prosthetic or Man to rely on. The Men however are posing with their bodies posing strong and stable (Muhlhauser and Bradbury). Women often should be photographed with other girls to represent how “women are social beings who work at being dreams or developing playful girl-friendships”. Also women are photographed sometimes not showing their faces or only showing fragments of their bodies to “Emphasize how fragmented Women’s lives are without Men” (Muhlhauser and Bradbury). The differences between how Men and Women are photographed set a very disempowering feeling to Women. A commercial starring talk show host Kelly Ripa sets am example on how Women are being portrayed. This commercial is for kitchen appliances and it shows her running around the house cooking, cleaning, and taking care of her children. In a certain part of the commercial she says how the appliances help her “be the charming co-host” implying that her husband is
The media favors one women's body type; the tall blonde with perfect, tan skin and long, beautiful hair. Because the images of women in advertisements are unattainable, it keeps them purchasing new products in their quest to be like the models they see (Moore). The actual women in these advertisements can't even match up to the