In the advertising community, the variety of words and the type of language used by the advertiser differs when the intended audience is masculine or feminine. Similarly, the beauty and fashion industry makes use of language by using sexist and impractical dialect to create an unrealistic and impractical expectation of appearance for women all over the world. “Your Dream Swimsuit Inside!”, “Perfect Summer Skin! Soft, glowy & zit-free!”, and “Discover the secret for beautiful hair!” are all examples of how advertisers set high and unattainable images and expectations for women using words that promise the unreachable. More than images, actions, or sounds, the language of an ad is used as a tool to appeal to different genders.
It is debatable whether or not gender-targeted advertisements are successful and if this tactic is profitable, considering the controversy and offense it causes. On occasion, this strategy is successful, but it must be done in a way that is not offensive in order to appeal to the desired audience. If the viewer of the ad is upset or hurt by anything that is said or done in the ad, it is safe to say that they will not be spending their money on the product being advertised. Women tend to be offended by the way they are portrayed in ads, more offended than men are, although that’s not to say that men are not insulted by the way they are depicted in the advertising community. The “beer-babe-and-bimbo” ads that are aimed at men offend women from around the world and perhaps even cause them to prevent their male companions from wasting any money on the “sexist product”. Take the Mr. Clean ad, for example, which reads, “This Mother’s Day, Get Back to the Job That Really Matters,” and shows a woman happily cleaning. ...
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...r the bachelor intended “Mr Brain's Pork Faggots”, even though these two items are more or less the same. Products adorned with a “low-calorie” or “healthy” claim across the package are more likely to be seen in a woman’s cart than in a man’s, and any promise of an expert’s recommendation is likely to attract a female, but means next to nothing to a male.
A less obvious example of advertising to different genders is Diet Coke vs. Coke Zero. Back when Coke Zero was released in 2005, few people stopped to think about why Coke would release a whole new line of beverages that were identical to Diet Coke. The only thing different about these two products is the names and the packaging they came in. Apparently, this product was created to increase sales for the Coca Cola company, because men allegedly avoid purchasing items with the word diet on them because it implies
It’s clear that those advertisements try to make an impact on our buying decisions. We can even say they manipulate viewers by targeting specific group of people or categorizing them so they could have a feeling this product is intended for them or what he or she represents. For instance, they use gender stereotypes. Advertises make use of men and woman appearance or behavior for the sake of making the message memorable. Therefore, most effective and common method is to represent a woman as a sexual object. They are linked with home environment where being a housewife or a mother is a perfect job for the. In other hand men are used more as work done representations. They are associated with power, leadership and efficiency. Those stereotypes make the consumer categorize themselves and reveals the mainstream idea of social status each gender needs to be to fit in and what products they are necessary to have to be part of that
To begin with, each ad is placed in a certain magazine based on who the reader will be, for instance, a 17-year-old girl is going to be reading Seventeen, not Maxim. When I looked through one of my Seventeen magazines I found a Got Milk ad with Britney Spears in tight clothing standing next to a little girl in a ballet costume. Above the little girl’s head was a statement that said Grow Up. This ad tries to appeal to a person’s logical side. At the bottom of the ad is written, “ 15% of your height is added during your teen years and milk can help make the most of it.” A seventeen year old girl looks at this ad and is tempted to look just like her, so not only is this ad logical it also appeals to a girl’s emotional side. You would not find this ad in a car magazine for older men. Ad companies are not just trying to sell you a product they are trying to sell you the image of their product.
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...
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.
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.
Advertisements are everywhere. Rosewarne reveals that “In both a workplace and a public space setting audiences are held captive to such images; and both sets of images work to masculinise space in a way that makes women feel excluded” (Rosewarne 314). Take beer advertisements as an example of this. Beer advertisements have been utilizing the female body to draw the interest of males for centuries. This materialization of women has been verified to not only have a discouraging effect on women, but an unfavorable effect on civilization. The purpose of these posters is to allure the male 's eyes to the model’s body and therefore to the beer planted in the background. These ads strive to make you subconsciously affiliate a charming woman with a bottle of beer. In theory, these posters should make a guy imagine that if he purchases a bottle of their beer, that one way or another there would be a model to go with it. This is unreasonable of course because a pretty woman does not emerge out of nowhere every time someone has a beer. In my opinion, advertisements like these portray women as sex symbols. The advertisers attempts to link their product with the female body, does not encourage women, but rather has an accidental effect of lower self esteem and confidence in women. Rosewarne summarizes the her stand on sexual harassment in public ads by
Where commercials that are selling a product to women focus on beauty or the ease of use using wording like sleek clean lines, soft, makes life easier. This is because men are portrayed as being masculine and being responsible for outdoor chores like lawn maintenance where as women are portrayed as delicate and weak and tend to be in charge of daily in home chores like cooking, and cleaning. While analyzing the genders used in the commercials and what the roles were we found that the women tended to do the shopping and asking the questions about products and the men seemed to be bored and were there to pay the bill and be the one responsible for the assembly of the product purchased. The colors of the products being sold play important role as well. Men seem to be more attracted to darker or bolder colors like black, red, green, and blue where products for women are usually lighter or softer colors like white, or pastels.
Pepper Ten was released. Commercials aired on television featuring macho men being the hero in action movies and using the soda to fuel them for their wild adventures. These ridiculous ads swarmed major networks, such as FX and ESPN, networks that a man would be assumed to watch. Many women were rightfully offended by the commercial’s vulgar messages such as "Hey ladies, enjoying the film? Of course not! Because this is our movie," as if women were inferior and could not participate in such adventures. Are women not valued as costumers at the Dr. Pepper Company, and what about those who have been a loyal costumer to the company for years? Not only do these stereotypical roles implied offend women, men are also being presumed to subscribe to the standards that the commercials set for the definition of a “man.” The entire campaign for the new soda reinforced the gender role stereotypes and sexist ideals that our culture tries so hard to deny. Dr. Pepper Ten was advertised next to the slogan “not for women,” and marketing specialists persisted to convey the idea that women and inferior to men in order to obtain a masculine costumer base for the new
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.
Advertising in American culture has taken on the very interesting character of representing our culture as a whole. Take this Calvin Klein ad for example. It shows the sexualization of not only the Calvin Klein clothing, but the female gender overall. It displays the socially constructed body, or the ideal body for women and girls in America. Using celebrities in the upper class to sell clothing, this advertisement makes owning a product an indication of your class in the American class system. In addition to this, feminism, and how that impacts potential consumer’s perception of the product, is also implicated. Advertisements are powerful things that can convey specific messages without using words or printed text, and can be conveyed in the split-second that it takes to see the image. In this way, the public underestimates how much they are influenced by what they see on television, in magazines, or online.
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
Male has been used more in the commercial more than the women. In the text, Freeman and Merskin mentions, “Beer advertisement is one genre that clearly demonstrates heteronormative male behaviors, attitudes, and beliefs. Strate’s study of beer commercials found men seek acceptance among their male peers ad use beer as a reward that function as a symbol of initiation and group membership” (460). Both authors are trying to suggest that beer industry requires men in the advertisement in order to make them sell their products successfully. Industries focus on fostering their products by using men as the dominant character in his advertisement, although, women enter the advertisement as a decorative object. Even women can be seen in the advertisements, but they can be seen through is by the side of the men. The industry doesn’t think about discrimination in gender, they all focuses about their products and making money. Men has been shown more independence and are being hired in more professions than women is one of the reason why even in advertising women can be seen only as a “decorative
Advertising surrounds the world every second of the day. This form of influence has had the power to influence how society views gender roles ever since men and women began to appear in advertisements. Through the exposure to many different gender portrayals in advertising, gender roles become developed by society. This stems from how men and women are depicted, which forms stereotypes regarding the individual roles of men and women. People often shift their definition of an ideal image towards what they see in advertisements. From this, they tend to make comparisons between themselves and the advertisement models. Advertisements tend to be brief, but impactful. The different portrayals of men and women in advertising show that advertisements
It should also be able to reach its target market as long as it is advertised in the appropriate forums. The objectification of women in advertising is far too common. Advertising has become so concentrated on images of passive women wearing little clothing that it is now accepted to laugh at these sexist ads. The reason why some men find this ad funny is because within Australian society there are so many similar ads that it gives the impression that women in adverts are something to laugh at. The new ad is not offensive and should sell Tiger Beers without having to further promote sexism.
Even though some people may not think that much of it there are many people who would be offended by gender stereotype jokes. Natalie Peters, et al. professors at Marquette University claimed studies have found that advertisements are often based on stereotypes to sell a product (162). Some think that by putting down other people it would make other people feel better. Just like this ad on Dr. Pepper’s soda called Dr. Pepper 10. Saying that the soda is manly and not for women. That just is not right anyone should be able to drink anything they want and because of these types of stereotypes, lots of women are self-conscious and have low