The Italian women and men are characters in motion. A plot of more and more widespread transformations, aspirations and behaviors has contributed to redefine their biographical, educational, occupational and emotional trajectories in the last decades (Istat, 2004).
The woman, in particular, lives and promotes a radical and rapid change. She is probably the most dynamic component of the society, the one that is changing more quickly her social, cultural and economic coordinates, helping to influence the development of the country. Precisely because they are varied and in constant motion, the female and male reality are difficult to represent in the few seconds of a spot.
So, no wonder that at first sight the research returns a general static image of gender identity in advertising, mostly crystallized on old clichés and out of time roles and replicating the results of studies of nearly forty years ago.
At a closer look, however, the apparently fixed and rigid frames of male and female figures reflect together a moving image. A slow movement still far from the most current settings and rhythms, but that hides some small element of novelty. We note, for example, images of women depicted in activities different from the house cleaning or the meals cooking. Competent professionals who try to combine work and family life and can promote products different from detergents. Women with a more realistic beauty that appear not only in domestic spaces, but also on the public scene and in workplaces.
Even men are more often represented in the domestic space, exhibiting consumption behavior, as well as the productive ones, assuming more often the role of fathers, and sometimes deviating from the strenuous and constant display of manly attitud...
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...aluate the intra-gender and inter-gender dynamics, the social-structural issues, the power relationships between gender categories, but also to study the advertising production processes that lead to the constructions of a certain gender representation in a “naturalistic settings”, so that advertising practices are deconstructed by a comprehensive analysis of the commercials, the people, and the media.
For this reason, these results should be considered only as the beginning of a work that needs to continue and develop, to expand the scope and enhance the quality of the Italian research on gender in advertising, because we agree with Horace Newcomb e Paul Hirsch, when they said: «We are more concerned with the ways in which television contributes to change than with mapping the obvious ways in which it maintains dominant viewpoints» (Newcomb and Hirsch 1984, p. 70).
The gendered patterns in advertising that Craig outlines in his essay still exist today, in commercials of how men and women are portrayed. In Steve Craig’s, “Men’s Men and Women’s Women,” it is stated that large advertisers and their agencies have evolved the pseudo-scientific method of time purchasing based on demographics, with the age and gender of the consumer generally considered to be the most important predictors of purchasing behavior. Therefore, Craig argues that computers make it easy to match market research on product buying patterns with audience research on television viewing habits, eventually building a demographic profile of the “target audience.” According to an article titled Web Advertising: Gender Differences in Beliefs, Attitudes and Behavior, previous research suggests males and females exhibit different beliefs about and attitudes toward traditional media advertising along with different advertising-suppressed consumer behaviors. Craig talks about how in John Fiske’s book, Television Culture (1987, Chs.
The Cult of Domesticity is an offensive gesture; however in the 1950s’ there was validity this gesture. The rise of feminism has created a society in which there are more single mothers than ever before, long side more children born out of wedlock. The United States Census Bureau states, “During the 1960-2016 period, the percentage of children living with only their mother nearly tripled from 8 to 23 percent and the percentage of children…” (1). The article the Cult of Domesticity indeed points out the valid flaws of Ideal duties/expectations of domesticity in the 1950s’; however, I would like to state that anything man-made idea or material mechanism is not without faults. The agreeable points of the list were that there should be a genuine respect and act of service shown to our husbands each day. However, the list made a hard-left turn in suggesting that women are not to question the motives of their husband, and/or the location of their husbands if they chose to be late after work. Lastly, if husbands choose to
In this essay I’ll be exploring various concepts of women and will deeply criticise the way women are seen and portrayed through advertising. My primary resource I’ll be referring to throughout this essay is a book called ‘Ways of seeing’ by John Berger, which highlights the role women during the early renaissance and onwards. In addition to this I will explore the various beliefs of women from a wide range of secondary resources, and will include references from books, websites, and various images to help clarify my statements.
Men and women both drive cars, it’s a simple necessity to be able go to work for most people, however, from the commercials on television, one would assume that men are the primary purchasers of cars. In Steve Craig’s essay, Men’s Men and Women’s Women, he analyzes four commercials to illustrate how advertisers strategically targets the viewers. Craig argues that advertisers will grasp the attention of the viewer by the gender ideals that both men and women have of each other. Not only do advertisers pick a target audience demographic, but they also will target the audience at specific time to air their commercials. By analyzing an Audi and Bud Light commercial, one can see that Craig arguments are true to an extent but it appears that commercials have gone from an idealized world to a more realistic and relatable stance. for are still [true, however it seems that commercials may have altered to appear more realistic.] [relevant to an extent. This is to say, it appears that advertisers may have altered their commercial tactics. ]
They want to show a “sparkling version” of the product and that implicates that, “if you buy the one, you are on the way to realizing the other” (26). So the portrayal of gender is essential in advertisement when it is trying to catch the viewer’s attention, since gender norms can be considered as a form of silent language in the society. Simply put, it can be said that gender roles are “a language which needs no complex translation by the viewer, just transmission through the image” (Capener 3) and therefore it is important for the advertiser to utilize the imagined gender roles within the advertisement
Advertising, whether criticized or celebrated, is undeniably a strong force in American society. Portrayals and Images of women have long been used to sell in published advertisements. However, how they have been used has changed enormously throughout the decades. Women have fought to find a lasting and prominent position in their society. Only in the span of twenty years, between 1900’s and 1920’s, the roles of women changed dramatically here in United States.
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...
Through the mass media, our patriarchal capitalist system has created the illusion that Women’s Liberation has progressed when gender equality policies were introduced, such as “equal salaries” and the right to vote. It has convinced the common North American woman to believe that she is not socially restrained, that her accomplishments can be unlimited, that she is in total charge and control of her life. However, conventional norms veiled deeply and expressed indirectly in the mass media continue to dictate and subdue lives according to gender. Seemingly innocent short TV ads, still remarkably traditional in depicting gender roles, condone and reinforce gender oppression. This paper will focus on the underlying imagery of several advertisements, which help perpetuate gender oppression and reinforce the patriarchial system.
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.
Over time, the image of men has changed. This is due mostly to the relaxation of rigid stereotypical roles of the two genders. In different pieces of literature, however, men have been presented as the traditional dominate figure, the provider and rule maker or non-traditional figure that is almost useless and unimportant unless needed for sexual intercourse. This dramatic difference can either perpetuate the already existing stereotype or challenge it. Regardless of the differences, both seem to put men into a negative connotation.
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.
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
Women – beautiful, strong matriarchal forces that drive and define a portion of the society in which we live – are poised and confident individuals who embody the essence of determination, ambition, beauty, and character. Incomprehensible and extraordinary, women are persons who possess an immense amount of depth, culture, and sophistication. Society’s incapability of understanding the frame of mind and diversity that exists within the female population has created a need to condemn the method in which women think and feel, therefore causing the rise of “male-over-female” domination – sexism. Sexism is society’s most common form of discrimination; the need to have gender based separation reveals our culture’s reluctance to embrace new ideas, people, and concepts. This is common in various aspects of human life – jobs, households, sports, and the most widespread – the media. In the media, sexism is revealed through the various submissive, sometimes foolish, and powerless roles played by female models; because of these roles women have become overlooked, ignored, disregarded – easy to look at, but so hard to see.
image of themselves in real life. They are almost computer-generated women like in the movie Simone. Indeed, with the technology we have now, advertisers can transform a product into perfection, at the same time, misleading the consumer into seeing it as “real”, and thus permanently providing impossible standards (Ingham). More and more women are becoming dissatisfied with themselves trying to be this fantasy person created by the men in our society. This distorted view of reality, portrayed by advertisemen...
Curry and Clarke’s article believe in a strategy called “visual literacy” which develops women and men’s roles in advertisements (1983: 365). Advertisements are considered a part of mass media and communications, which influence an audience and impact society as a whole. Audiences quickly begin to rely on messages sent through advertisements and can create ideologies of women and men. These messages not only are extremely persuasive, but they additionally are effective in product consumption in the media (Curry and Clarke 1983: