I chose this commercial because it blatantly shows gender inequality throughout the entire commercial but ends with a powerful message to women. The commercial starts of showing a business man who seems to be in a manager or a high position in the business that he is working at, and he is speaking or giving instructions to another employee. The add shows that he is seen as a boss, while a woman in the same position giving instructions to another employ is seen as being bossy. The next scene a man is giving a speech and is seen as being persuasive, while a woman who is doing the same is seen as being pushy. Then is shows a man who is up late either working or studying and the scene implies that he has a young child, and the man is seen as being dedicated. While the same scene …show more content…
It moves on to show a man who is well dressed and seen as being smooth, while the woman who is well dressed is seen as showing-off. The commercial ends by saying “Don’t let labeled hold you back” and saying, “Be strong and shine”. This commercial essentially was for Pantene which is a brand for hair care products for women in the Philippines. What was striking about this commercial is that not only was it displaying gender inequality, but it was also very relatable. The commercials show the hardships and negative labels that society put on women who try to be powerful or being in a “man’s” position. It is striking to see how by doing the exact same things a man and a woman are labeled very differently. If a man does something the labels were always positive and the man looks very confident at what he is doing. While when the woman does the exact same things she is looked down upon by society, and in some parts of the commercial you see that the woman is affected by these
The girls are then asked to name female inventors and they answer with “I’ve never heard of any female inventors in schools”. The commercial then goes on to list about 10 names of female inventors which were a surprise to me as well. There is no product being promoted in this commercial, the advertisers are informing the audience of women inventors. In doing more than that just listing female names, it’s showing the viewers how much women have been understated particularly in school. It’s a shame that schools don’t teach students about successful women as much as they do with successful men, especially since it’s where we first become socialized. This is another commercial where we can directly see how the advertisers are overlooking gender stereotypes, by it being ranked number one it proves that when gender stereotypes and gender bias are not incorporated the advertisement becomes effective and
This ad uses primarily Ethos authority. It introduces the product of a discount on insurance by raising a social question, then answering it with its product. In the ad, a man and a woman are at a table and talking when the woman brings up a conversation they had the other day, offended. Originally, the man said that men were better drivers than women. In response, the woman pulls out a check she received for safe driving from Ally, pointing out he did not get one. When the man tries to speak, she interrupts and stops him by saying “silence” in Ally’s spokesman’s voice. This clearly uses outright authority. A more general idea is that the commercial is making social commentary, and using this social issue to its advantage to advertise its product. I believe this commercial is effective, not only in advertising the discount you get from Ally insurance, but also in making a point. This ad provides solid proof in its universe that women are better drivers than men, or at least equal. As a feminist, I applaud this
And it seems to be that the woman is being sexually harassed by the men because they have more power than she has as well as more men standing in the background. The woman has no power and cannot do anything about it because she is too weak.These advertisements show how sexist they can be nowadays and that it is very bad from Kilbourne’s perspective. In Kilbourne 's essay, she says that “Men conquer and women ensnare, always with the essential aid of a product.” 491 Which basically means that the men conquer the women and the women are not dominant and they fall into the men 's trap which relates to the product they are advertising. From my insight about these advertisements is that I find it just so that these advertising companies can get the public 's attention but I have to admit it is very sexist how the men are just taking advantage of the woman just because they are more dominant than she is and the woman being weak and helpless. Kilbourne’s perspective is that no women should be treated like this and instead they should be treated fairly as the men are. Like not being abused and treated with respect. This picture depicts men are generally greater than a woman and they get what they want because they are greater than they are. This advertisement is not the only one that expresses men over women, but many advertisements are just the same and Kilbourne is upset that women are treated
Individuals since the beginning of time have always judged each other based on gender role preferences. Since we live in a digital era, those gender role messages from society can be strongly biased on both genders. Society has a way of also influencing individuals to accept its ideas on how men and women should live. Analyzing these commercials, we are going to see just how society is judging genders on their roles, behavior, and emotions.
The women in the 2006 advertisement are wearing what seems to be a one piece bathing suit that exposes a lot of the their breast area which this appeals more to men because of the sexual display of their assets. The females are all different races which widens the pool of men they can target. On the females one piece Budweiser is printed across either their hip, waist, low back or rear end. The significance of the placing of the letters is that is draws you in can you can evaluate how curvy the Latina woman is compared to white girl is and the black woman is showing her rear end which infers to the men targeted that she has the biggest rear end of them all. The 2006 advertisement appeals to all men because of the different races of the females and different body types. The women eyes in the 2006 advetisement are very sexualized because they seem to be looking at the consumer as if they want or are attracted to him and it comes down to whether the men targets purchases Budweiser or not. If the consumer purchases Budweiser than he could have all this going for him and what man today wouldn’t take apart in
...he female gender. Taking a closer look however, reveals a meaning and message that while probably not planned for, could have sparked the women of the 1950s to become uncomfortable with the way that their lives had turned, and to lead the way for the next cultural revolution of the times. The 1960s that followed would see many of the traditional values held by American women altered or discarded altogether, and would eventually lead to how women in America live today. While some stereotypes do still exist, possibly this generation can do what the generation that gave birth to the baby boomers did, and start our own revolution. Advertising is a large part of our everyday lives, so good or bad we take what we see in – it’s just what we do with it that counts, as the reaction to the ads of the 1950s taught us that sexist advertising can lead to great societal changes.
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.
"UN Women ad series reveals widespread sexism." Un Women. UN Women, 21 Oct. 2013. Web. 17 Feb. 2014.
The ad they launched in 1952 is the perfect example that portrays women as emotionally unstable, prisoners, and being totally incapable of confronting dilemmas without their emotions getting in the way. Advertisements such as these show the weakness of the woman in comparison with the strength of the man. Women are the housewives, and one of their only occupations is the buying and cooking of food; this is understood to be the major role of women in society. The stereotype still lingers in today’s society because women did conform to the housewife image long before media was even available. After the media conquered the world, the stereotype was even more present and it weakened women who eventually wanted to break free in a certain type of way.
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
More people are utilizing different mediums, such as social networking, in order to speak out against the oppression and misrepresentation of women in social and professional environments. Pantene displays the hashtag “#ShineStrong” at the end of the commercial, which is a highly effective way of expanding the ad into other mediums of mass media. Through expansion, viewers will be more likely to not only talk about the effectiveness of Pantene’s ad, but also raise awareness about the issues surrounding women on their personal social networking pages. Pantene’s ad offers a message of empowerment to all women and encourages them to stop succumbing to the idea that male dominance is acceptable. By incorporating a greater purpose into the ad, it creates a “halo effect” on the brand. Companies do this in hopes that, if executed properly, the brand will be associated with a good message, giving them a greater appeal to buyers when compared with other brands. Aside from its empowering message, the ad also has comedic aspects, which makes it appealing to a wider range of viewers. To some degree, the ad is successful because it provides encouragement to women and creates a strong message; at the same time, the clip fails to advertise the actual
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 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...
are not as widely worn, but they are still one of the top brands on
...he media as much as the ones for women are. An advertisement like this is definitely one a feminist would disagree with they would argue that it is oppressing women in to staying young and beautiful.