The Portrayal of Women in the Media
analytical Essay
3423 words
The Portrayal of Women in the Media
Redbook magazine are devoted to selling products ranging from shoes to shampoo. The entire magazine only has only 210 pages. Approximately 6-8 min of every half hour television show is produced by ad agencies. Americans are bombarded with advertisements. We see them everyday in many different forms and through different mediums. Advertisers study America’s population through a systematic breakdown and analysis of our likes and dislikes in relation to our differences. These differences include gender, sexual orientation, economic status, location, race, ethnicity, and more. Advertisers have substantial knowledge of what appeals to each of these demographics and how these demographics will respond to different stimuli (i.e. visual audio, ect.) as well as where the advertising will be most effective. In other words, advertisers find it more beneficial to target specific audiences (Furnham; Mak, 1999).
One of the central audiences that advertisers focus their attention on is women. Being such a large part of society, American women are targeted along with every other group. Ads placed where women are most likely to see them are custom tailored for women. Studies give ad agencies an accurate idea of what it is that they need to show women in order to get them to buy their product and their brand. If these ads can improve a woman’s mood her increased euphoria will subliminally be linked with the stimulus (the ad). This will, in turn, have a positive effect on their attitudes toward the product and brand (Simpson; Horton, 1996). There are several strategies that are popular in both television and magazines, many of which involve images of men. Advertisers use images of men by themselves or in a variety of positions and settings to appeal to women. By far, the most common image of men in advertising is of that of the “young, white, able-bodied, and staunchly heterosexual” man (Jackson, 1994). The vast amount companies spend to advertise is proof in itself; these ads sell products. It should be noted that all television commercials analyzed in this paper come from the Lifetime network between 1pm and 3pm. The slogan of this network is “Lifetime: Television for Women”.
Basic Gender Differences
Studies involving both normal and brain damaged individuals have shown associations between gender and neuralgic activity...
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Melvin, Thomas E.; Treiber, Linda A. “Race, Gender, and Status: A Content Analysis of Print Advertisements in Four Popular Magazines”. Sociological Spectrum. Jul-Sep 2000, Vol. 20, Issue 3, p357.
Meyers-Levy, Joan. “Gender Differences in Cortical Organization: Social and Biochemical Antecedents and Advertising Consequences”. Ed. Eddie M. Clark et al. Hillsdale: Lawrence Erlbaum, 1994.
Prakash, Ved. “Sex Roles and Advertising Preferences”. Journal of Advertising Research. May/Jun 1992, Vol. 32, Issue 3, p43.
Simpson, Penny M.; Horton, Steve. “Male Nudity in Advertisements: A modified Replication and Extension of Gender and Product Effects”. Journal of the Academy of Marketing Science. Summer 1996, Vol. 24, Issue 3, p257.
Stern, Barbara B.; Holbrook, Morris B. “Gender and Genre in the Interpretation of Advertising Text”. Gender Issues and Consumer Behavior. Ed. Janeen Arnold Costa. Thousand Oaks: Sage, 1994.
Sutherland, Max. Advertising and the Mind of the Consumer. St. Leonards: Allen and Unwin, 1993.
In this essay, the author
- Explains that advertisers study america's population through a systematic breakdown and analysis of our likes and dislikes in relation to our differences.
- Explains that advertisers focus their attention on american women. ads placed where women are most likely to see them are custom-tailored for them.
- Explains that studies involving normal and brain damaged individuals have shown associations between gender and neuralgic activity. since each hemisphere has properties associated with it, this information is relevant to the advertising industry.
- Explains that the reader actively contributes to the exchange of information. if different readers interpret the text differently, needs to create a text that will be interpreted the correct way.
- Explains that women depend on the left hemisphere, which responds better to audio stimuli. television and magazines reach more of the female population than radio.
- Explains that men view women as lower on the socioeconomic scale, while women see the two genders as equal. the ad industry has provided funding for research on these areas.
- Explains that advertisers spend money researching and using male models in their ads are deducible from common sense. women's moods increase as models of the opposite sex are shown to them but decline with the suggestion of full nudity.
- Analyzes how coca-cola ran an ad in which all of the women in an office rushed to the window to watch the construction worker take his shirt off and drink diet coke. michael jordan walks buy in tight fitting shirt and suit.
- Explains that in magazines male models are used for everything from coffee to clothes. ad 1 was taken for redbook and ad 2 from marie claire.
- Explains that portrayal of stereotypes is often a good technique because people need to be able to relate to it and react positively to situations.
- Analyzes how the idea that men represent the outer working world can be useful to ad agencies.
- Analyzes how women's feelings on stereotypes are exploited in the image of the relationship.
- Analyzes how role reversal or female dominance is shown in magazines using several methods. one is to show a picture in which the man's attention is totally focused on the female while she is focused elsewhere.
- Analyzes how simple positioning of the bodies can imply a woman's power or authority in an advertisement. teen people uses positioning and dress to show role reversal.
- Analyzes how the image of the happily involved man has become popular in advertising.
- Analyzes how the image of the ideal relationship is popular in visual advertising. in an ad for allergy medicine, the woman is shown wheezing and coughing, while her husband comforts her.
- Analyzes how ralph lauren's ads portray the ideal relationship image that appeals to women.
- Explains that in appealing to women's left hemispheric tendency to respond positively to audio messages as well as messages involving men, many television ads use male voice-overs.
- Analyzes how the ratio of male to female voice-overs was 28:14 or 2:1 in commercials on lifetime.
- Explains the theory behind advertising strategy. ads are custom tailored to be effective on specific audiences. they study how the brain remembers, processes, and responds to stimuli.
- Opines that popular culture thrives because it appeals to the population, but at the same time, it's influenced by pop culture. subliminal suggestion makes selling products to america feasible.
- Explains that firat, fuat a., "gender and consumption: trancending the feminine?", in gender issues and consumer behavior. thousand oaks: sage, 1994.
- Analyzes furnham, adrian, mak, twiggy, and mak. sex role stereotyping in television commercials: a review and comparison of fourteen studies done on five continents over 25
- Opines that jackson, peter, black male: advertising and the cultural politics of masculinity. gender, -place-and-culture, march 1994, vol.
- Explains kaufman, gayle, and the portrayal of men’s family roles in television commercials.
- Analyzes melville, dennis a., and cornish, ian m. “conservatism and gender in the perception of sex-roles in television advertisements”.
- Explains melvin, thomas e., and treiber, linda a. race, gender and status: a content analysis of print advertisements in four popular magazines.
- Cites meyers-levy, joan, and eddie m. clark. gender differences in cortical organization and advertising consequences.
- Explains prakash, ved. "sex roles and advertising preferences". journal of advertising research.
- Explains simpson, penny m., and horton, steve, "male nudity in advertisements: a modified replication and extension of gender and product effects".
- Explains stern, barbara b., holbrook, morris b, and costa, janeen arnold. gender issues and consumer behavior.
- Explains sutherland, max, advertising and the mind of the consumer, st. leonards: allen and unwin.
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In this essay, the author
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- Analyzes how craig breaks down gender-biased commercials into four different categories. men's men and women are stereotypically portrayed as attractive and thin.
- Analyzes a commercial for nivea men's fresh active deodorant spray, which was aired during sports related shows such as sportscenter or college basketball live.
- Analyzes how craig's commercial depicts characteristics of men and women. the lead male in the commercial was muscular and handsome, radiating clear masculinity.
- Analyzes how craig believes that men's women are physically attractive, slim, and often young and white, often blond and almost always dressed in revealing clothing.
- Compares the nivea commercial with weight watchers uk's ad showing different working women who are pleased with their results after losing ten pounds from the program.
- Explains that the advertisement is targeting women specifically because of the absence of men in the commercial.
- Analyzes the commercial for stars recreation center, a popular entertainment center located in vacaville, california.
- Analyzes how the commercial seems to be marketed towards men only because of the clear camaraderie between the two men during their time at the recreation center.
- Analyzes how the women in the nivea deodorant spray commercial are slim, attractive, and white. they are not portrayed as wives, which is a sign of availability and they are present to prove the men’s heterosexuality.
- Analyzes a fly beyond: grey goose vodka commercial that first aired in 2013.
- Analyzes how the commercial seems to be targeting men in this commercial more than women. the ad does have many men, which insists that these men are indeed heterosexuals.
- Compares the women in the stars recreation center commercial to the attractive and slim women. they are present only in one scene to prove the men's heterosexuality.
- Opines that advertising utilizes the exploitation of gender identities coupled with other characteristics in order to sell a product.
1526 wordsRead More - Gender: Gender And Social Construction Of Genderanalytical essayWomen are more likely than men to be presented at home in advertisements or associated with domestic products like body wash and makeup. For example, you won't see a man in a Maybelline commercial or a woman in a home depot commercial. Overall, there’s clear evidence that portrayals of men and women in advertising are not equal but instead show beliefs about appropriate gender roles and gender stereotypes. Whether these trends in advertising simply reflect the values of the time or actively shape them, it’s clear on how men and women are presented in
In this essay, the author
- Argues that social construction is not something that is natural in the world, but is invented in society over time. gender differences can be found in construction of roles, relations, and identity.
- Explains the difference between sex and gender to understand the concept of social construction of gender.
- Explains that gender, like culture, is a human production that depends on everyone constantly "doing gender"
- Explains that gender roles can be perpetrated through toys and advertisements. toy manufacturers make gender-based toys that are geared towards one specific gender.
- Analyzes how the media plays a big role in gender roles when it comes to advertisements. women are more likely to be presented at home in advertisements or associated with domestic products like body wash and makeup.
- Argues that gender, like culture, is a human production that depends on everyone constantly "doing gender."
- Explains how social norms have a big impact on gender expectations. over time, we will pick our own genders.
1030 wordsRead More - How Sexy is Your Alcohol?analytical essayReichert, Tom, Ignatius Fosu. “Women’s Responses to Sex in Advertising: Examining the Effect of Women’s Sexual Self-Schema on Responses to Sexual Content in Commercials.” Journal of Promotion Management 11 (2005): 143-153. Ebscohost Academic Search Premier. Web. 18 March. 2014
In this essay, the author
- Explains that they see many alcohol ads a day that promote and try to sell their product to their target audiences.
- Analyzes how skyy vodka has been the center of many sexy alcohol ad controversies.
- Explains that advertising is a method of persuasive communication that seeks to establish attentiveness and knowledge of the brand.
- Explains that if sexy women are the subject of a vast majority of alcohol ads, it seems as though these alcohol companies are targeting men.
- Explains that many women feel that how they are represented in advertisements targeting men, including alcohol ads, is offensive, discriminatory, and degrading.
- Argues that the portrayal of women in alcohol ads may be a useful tool in targeting men, but advertisers must pay closer attention to society and what they believe to be appropriate.
- Cites aldworth, jeremy, and infanger, martina, janine bosak, sabine sczesny, in "communality sells: the impact of sexism on the recall of sexual and non-sexual advertisements."
1223 wordsRead More - Women Are Objectified in Americaanalytical essayWhen one first comes to America, what is one of the first things they see? The answer is advertisements. Ads are around every corner in America. According to Media Education Foundation, the average American child may view over 40,000 commercials in one year. They affect American culture profoundly and have a big impact on the way we think. Since they are everywhere, it is hard to stay away from them. Ads are like a plague and they are starting to get more obscene as time progresses. Competition in ads has increased since there are so many other companies trying to sell the same thing. Companies are getting more creative on how to catch the consumer’s eye. One of the most common and controversial types of ads seen today is the use of women objectivity. It is so common today that one does not even stop to think twice about it. The theme of women objectivity in advertisements shows how ads have been contributing to making the cultural theme in America become that women are nothing but sexual providers for men and that men are dominant. Women are merely objects to look at, while men are supposed to look at them.
In this essay, the author
- Explains that ads affect american culture profoundly and have a big impact on the way we think. the theme of women objectivity in advertisements contributes to making the cultural theme that women are nothing but sexual providers for men.
- Analyzes how the bmw ad depicts the naked man and woman in bed. both appear physically fit and attractive. the woman's arms are lovingly placed around his face.
- Analyzes how the ad's slogan is referring to the car, not the woman. the woman is being degraded here.
- Analyzes how the man being on top of the woman shows the dominance men have in the american culture. it plays into men's subconscious desire to be in control, which has been part of american society since the beginning.
- Analyzes how the ad portrays the stereotype that all men love cars and, if one is masculine, only the best can obtain the car.
- Analyzes how this ad makes men feel superior as much as it makes women feel uncomfortable. women are the more common objectifications of sexual exploitation in american culture.
- Explains that ads like this bmw ad lead to the shallow american society where women are objectified and paid attention to only for their looks. studies show that women suffer in school and work because of how they are being sexualized.
- Analyzes how the bmw ad is successful in selling its name and status. there are no price tags or indications of how much the car is.
- Analyzes how companies are selling their products through the use of the human need for sex. the bmw ads target men's desires for attractive women in order to catch their attention.
- Describes the findings of the huffington post's study on women and objectification: brain sees men as whole, women in parts.
1101 wordsRead More - The Sociology of Sex Rolesanalytical essayAllan, Kenneth. Coltrane, Scott. "Gender displaying television commercials: A comparative study of television commercials in the 1950s and 1980s." Sex Roles: A Journal of Research. 35(3-4)
In this essay, the author
- Analyzes how women were conditioned to be housewives, mothers, and devoted, while husbands worked for the family. the ideal household was seen in the movie "rosie the riveter".
- Explains that after the war, the roles of men and women changed, and the women were allowed to leave the home.
- Opines that television is a huge source of conditioning not only as individuals, but also as society. women's parenting on television has dropped from 69.2%, to 28.3% in the 80s.
- Argues that the present day has far surpassed the 50's view on the sex roles. men were the ones feeding the stereotype taken on by the housewife.
- Explains how new sex roles in the 90's, have allowed barriers to be broken in work force, and home, that would never have come down in '50s.
- Explains jesse berrett's book, "feeding the organization man:dieting and masculinity in postwar america."
- Cites allan, kenneth, and coltrane, scott, in sex roles: a journal of research.
- Analyzes weiss, jessica, middle-class women and fatherhood, 1950-1980, journal of family history.
- Explains how the sex roles of men and women have changed since the 1950's in the u.s.
- Explains how the media began stating how women should be back at home after the war, and how television commercials and shows began infiltrating themselves into the american home.
1337 wordsRead More - Jean Kilbourne Sexism Essayanalytical essayAdvertising is so prominent in American culture, and even the world at large, that this media form becomes reflective of the values and expectations of the nation’s society at large.
In this essay, the author
- Analyzes how jean kilbourne narrates how media perpetrates the idea that the male is superior to the female.
- Explains kilbourne's presentation explores how media, specifically advertisements, have unrealistic and unhealthy perceptions of beauty, perfection and sexuality.
- Explains that the feminist perspective shines light on social problems, trends, and issues that are overlooked by the dominant male perspective within social theory.
- Analyzes how gender inequality has improved and women practice fundamental rights today, but it still exists in the social lives of people.
- Analyzes how advertising and media are partly responsible for the behaviors and attitudes expected of women. advertising has become a means of gender socialization because it lays out the expectations for men and women based on their sex.
- Analyzes how advertising sends gender messages to both men and women. advertising sells products and makes profits, but also promotes a societal view of women and how they should look.
- Opines that the expectations placed on women by society, and perpetuated by advertising and media, are unrealistic and often dangerous.
- Analyzes how advertising presents clear-cut gender roles for both males and females. advertising places men in positions of power over women, using violence and control over them.
- Explains that advertising uses machismo to convince men that they must be violent in order to be masculine. the heavily present advertisement industry leads to children growing up and processing ads subconsciously.
- Explains that norms are the behavioral expectations in a culture. in order to fulfil the norms declared within ads, people sacrifice their health and well-being.
- Analyzes how jean kilbourne's ads create a self-image that is harmful to the generation being exposed to them.
- Analyzes how aging was perceived as a negative sanction in the video. ageism is decimation against people for their age, which was used multiple times within the ads.
- Explains that the ads display many unachievable goals for women. these women are born with long and thinner bodies that are typically even the forced to be even skinnier.
- Explains that our bodies have become objects sexualized used for selling products. this creates the invisible barrier that prevents women and men from advancing in the workplace.
- Analyzes how the ads incorporate other races, but they are altered in an extreme fashion. african americans no longer have natural attributes but editors display flawless pale skin and straightened hair.
- Opines that gender stratification will continue due to the sexualization and lack of ethnic diversity used within the advertisement. minorities are rarely used and have been altered to appear "white."
1024 wordsRead More - The Cultivation of Womanhood Through Advertisement: Body Image, advertisements, spending habits, and their implicationsanalytical essayThis research can help understand which marketing techniques are most frequently used, as well as understanding which ones are most successful. It will also help aid in the development of psychology that comes along with the formation of mainstream homogonous views and opinions. Women who are exposed to more advertisements may be more inclined to incorporate items featured in the advertisements...
In this essay, the author
- Analyzes how advertisements cultivate a woman's need for consumerism as part of their self-image.
- Explains that this research can help companies understand which marketing techniques are most commonly used, as well as understanding which ones are successful.
- Explains that this study addresses advertisements that are viewed by women of different ages. the formation of attitudes towards the projected social norms can make women feel inadequate due to their inability to conform to these standards.
- Argues that american society today claims to live in a progressive world and this progression is claimed to preside within many different social categories. some assert that the progress regarding female advancement has transcended the values of the 21st century.
- Analyzes how george gerbner coined the cultivation theory, which focuses on the development of television in homes and how it influenced those residing in those homes.
- Explains that a woman's physical appearance is essential to the mental construction of her self. television advertisements and commercials have come to conceptualize for young girls what it means to be female in our society.
- Analyzes the correlation between television advertisements and body issues and dissatisfaction in young girls. they report that a direct correlation has been found between sexually objectifying television ads of women and the internalization of body images and ideals.
- Explains that the purpose of this paper is to prove that women's buying habits are indeed influenced by television advertisements, commercials, and print advertisements.
- Explains that mass media is one of the largest influences on society. hendriks (2002) concluded that body image advertisements would have a greater effect on women who were heavy viewers of those types of channels.
- Explains that gerbner's research was connected to violence in television and the effect that has on society, but this idea of cultivation can be applied to many different issues.
- Explains that the study focuses on television advertisings of clothing that are targeted toward women. these sites feature video advertisements under 2 minutes in length, similar in format to what you might find on tv.
- Explains that body image is a multifaceted construct that refers to individuals' perceptions of and attitudes toward their own body, especially its appearance.
- Explains that consumers can be compelled by advertisements and low body image to change their spending habits to what they deem appropriate.
- Explains that by watching television advertisements, women are cultivated to believe certain things. they believe that their body image will improve if they have the right outfit.
- Proposes that repeated exposure to fashion advertisements has a direct correlation to women's body image. this exposure causes women to be more likely to buy into consumerism.
- Explains how gerbner came up with cultivation theory by following a rubric to prove the theory. his intended focus of study was television violence.
- Explains gerbner's initial approach to researching cultivation will be utilized for the studies conducted in this paper.
- Explains that a content analysis of women's fashion commercials will be conducted. the researcher will code the advertisement according to the following rubric of questions.
- Analyzes how the woman is portrayed. is she a mother, sister, or sex object?
- Explains how the study will be generalized to the larger population by using more large-scale advertising campaigns and a variety of commercials representing different income levels.
- Explains that the rest of the studies will involve samples, and testing to get real data from real people.
- Explains that the second study will be a focus group of 21 women ages 18-30. they will interview women to see if any other connections emerge between body image and lifestyle.
- Explains that the experiment is to see if the advertisements arouse any interest in purchasing products or change in personal portrayal.
- Asks how much money would you be willing to spend on the items they would like to purchase.
- Opines that these questions might prime the sample when answering after being exposed to the advertisement; however, they may register desires brought on by advertisements.
- Opines that the study's limitations are limited by the advertisements themselves, and limiting the subject sample to women between 18 and 30.
- Opines that gerbner's study is imperative to understanding the extent to which cultivation, body image, and consumerism have an effect on women.
- Cites cash, t. k., fleming, e, alindogan, j, steadman, l, & whitehead.
- Explains image as a trait: the development and validation of the body image states scale.
- Explains that on television: a call for theory and programmatic research. critical studies in media communication, 106-123.
- Cites myers, p. n., & biocca, f. a. (september 01, 1992). the elastic body image:
- Analyzes the effect of television advertising and programming on body image distortions in young women.
- Analyzes how yoder, christopher, and holmes are television commercials.
2956 wordsRead More - Women in the Media and Women in the Real Worldopinionated essay“They have ads of how you should dress and what you should look like and this and that, and then they say ‘but respect people for what they choose to be like.’ Okay so which do we do first?” said sixteen year old, Kelsey (“Media and Girls”). Women and girls aren’t fairly portrayed in the media they are classified by the littlest things like hair color, body size, and how smart they are. The media sends images of what the “perfect” girl should be like; an unfair image of women is portrayed in the media. There are a lot of different ways that women can be unfairly portrayed, such as in advertising, on T.V, and on social networks. Why can’t society just accept women and girls for who they are and what they look like?
In this essay, the author
- Explains that women and girls aren't fairly portrayed in the media. they are classified by the littlest things like hair color, body size, and how smart they are.
- Opines that women aren't fairly depicted in children's t.v., but in teen and adult movies, they're not fairly portrayed.
- Opines that girls shouldn't be influenced by the image that the media puts out there for girls.
- Opines that the media affects a girl's self-confidence, and that girls should not feel bad about themselves because of the image of girls.
- Opines that the unfair portrayal of women in the media leads to girls feeling bad about their body, and appearance. the media tries to make girls feel like they need to be perfect.
- Cites ford, jennifer, and lavine, howard. "sage journals."
533 wordsRead More - Analysis of Susan Bordo´s Beauty (Re)discovers the Male Bodyanalytical essayIn 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.
In this essay, the author
- Explains that boys' testosterone levels make them "naturally" more aggressive, when in truth a boy's behavior is shaped more by his loved ones than by nature.
- Opines that society expects boys to hide "weak" emotions like fear, hurt or shame behind a stoic mask, and only anger is an acceptable emotion.
- Analyzes how lisa simpson is a stark contrast to her mother, marge simpson. she is independent, intelligent, witty, and determined.
- Analyzes susan bordo's essay, "beauty (re)discovers the male body," in which she compares how men and women are portrayed in the public eye.
- Analyzes how bart is portrayed as taller, stronger, and more powerful, while his best friend, milhouse, is his opposite.
- Analyzes how the satirical writers manipulate stereotypes, such as the convenience store clerk apu nahasapeemapetilon's personality and the overpopulation problem in india.
1623 wordsRead More - Gender Inequality In The Mediaanalytical essayAn article by Christina N Baker, Images of Women’s Sexuality in Advertisements: A content Analysis of Black And White Oriented Women’s and Men’s Magazine emphasizes on how women’s are portrayed in media such as advertisements and Magazine. The author analyzes how media has a huge impact in our society today; as a result, it has an influence on race and gender role between men and women.
In this essay, the author
- Analyzes how christina n baker's article, images of women’s sexuality in advertisements: a content analysis of black and white oriented women
- Explains that an ideal woman is an object that exists to satisfy men’s sexual desires; sexuality is the cause of gender inequality between men and women in our society.
- Analyzes how baker demonstrated how strong gender inequality has a big role in our society through the media.
- Analyzes and compares how gender and race play a role in our society. her research was effective, but she did not suggest ways to change the way women are portrayed in the media.
- Analyzes how baker's analysis contributes to the sociological discussion of intersectionality and the ways in which race and gender role interconnect in the lives of african american women.
520 wordsRead More