“The manipulation of social values and attitudes through which false needs and desires are disseminated with the aim of regenerating desire for the consumption of an ever- increasing volume and diversity of goods”
In relation to this, sexism can be defined as:
“Attitudes or behaviour based on traditional stereotypes of gender roles”
These definitions are largely comparable to food product advertisements both past and present in relation to my own findings, supporting that the portrayal of food products are based on gender, with women used as the selling point.
This is evident in the following 1960’s advertisements:
Characteristics in these advertisements reflect the social norms and values of this time period, showing the strong sense of dominance a male figure had over a female (Figure 1) as well as presenting the notion of social status, class and identity of a woman in the 1960’s (Figure 2) in that a woman being able to open a sauce bottle is surprising (evident in her facial expression) and thus this concept being used to sell a product. This is because appeals to the target market through the use of a relatable character and reflecting the morals, beliefs and ethics of the society of this time period.
In an interview with Dorothy (age 85), who was a housewife in the 1960’s, she supported that women were the selling point for products of this time:
“Women were always on the front of every product you could think of because we were the one’s buying them for our husbands and families. It was our job to buy and sell the product”
This statement can be reinforced by Pollay (2014), defining women in the 1960’s as:
“Domestic, dependent and used to sell a product”
This is further reinforced in...
... middle of paper ...
... the 1960’s and the present, is due to the fact that food product advertisements promote and contribute to this concept.
Overall, based upon primary and secondary research, it can be assumed that there has been a large change in the portrayal of women in food product advertisements, some of which possess qualities of 1960’s advertisements such as male patriarchy, the importance of a female as a homemaker, and being used to sell a product. This has been expanded to the incorporation of new characteristics developed as society’s values have shifted such as the sexualisation of a female figure and a focus on issues such as weight and beauty. Despite this, it may also be assumed that there is a slender, gradual movement towards the changing perceptions of male members of society and how they view females, contributing to a smaller amount of patriarchy in the present.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- How many of you listened to the radio, watched television, or glanced at a magazine before school this morning. Whether you realized it or not the minute you pressed the power button or flipped the cover page you were exposed to some sort of advertisement. Defined as any paid form of communication by an identified sponsor, advertising dominates a huge part of our daily lives. Living in such a consumer driven economy means that we deal with subliminal and up front messages pushing us to “ buy, buy, buy”, countless times throughout our day.... [tags: marketing, advertising]
984 words (2.8 pages)
- The use of advertising in movies has been a fairly new concept when comparing to how long movies have actually been around. The official term for advertising in movies is referred to as subliminal advertising or product placement. The first use of subliminal advertising dates back to 1957 when a market researcher named James Vicary placed the words “Eat Popcorn” and “Drink Coca-Cola” into movies of a cinema in New Jersey. Vicary claimed that the use of these subliminal messages actually increased the sales of popcorn and Coca-Cola.... [tags: Coca-Cola, Advertising, Brand]
1209 words (3.5 pages)
- Trevor Thickstun Professor Burns Business Law 5/10/2015 Advertising: The Laws Can’t Keep Up with the Explosion Simply defined, advertising is one of the most effective ways of getting people to buy products or services. Advertising, “is paid, non-personal communication through various media by organizations and individuals who are in some way identified in the message. Identification of the sender separates advertising from propaganda, which is non-personal communication that does not have an identified sponsor” (Bus100 438).... [tags: Advertising, Consumer protection]
1261 words (3.6 pages)
- “Advertising, as we know it, could not exist without creativity.” “Nothing is more efficient than creative advertising. Creative advertising is more memorable, longer lasting, works with less media spending, and builds a fan community…faster.” -Stephan Vogel, Ogilvy & Mather Germany’s chief creative officer Creativity has always remained to be a very subjective term. Every individual has a different opinion of what they think about creativity. Some believe that creativity is a quality that you are born with; others believe that it is a talent that can be learnt and taught.... [tags: Advertising, Brand, Creativity]
1708 words (4.9 pages)
- Tobacco Advertising in India To Ban or Not to Ban. Government is defined as “the group of people who control and make decisions for a country, state, etc.,” (Merriam-Webster, n.d.). The extent to which the government of a country should be involved in and control its citizen’s lives has been a controversial topic for many years. This is the main argument seen in the issue over banning the advertisement of tobacco products in various countries. The Government of India (GOI) considered the ban on tobacco advertising in 2001 (Ban on Tobacco Ads by the Government of India, 2001).... [tags: Tobacco advertising, Tobacco, Cigarette]
968 words (2.8 pages)
- Advertising has influenced teenagers in a profound way. The influence of advertising has affected teenagers in a way they are persistently exposed by means of television programs, articles in magazines, product endorsement ads, and through the internet. Although teenagers are excessively exposed, how they perceive and process advertisements ultimately determines how they are influenced. With that said, the perception towards advertisements can be amalgamated between reality and fantasy, which evidently has both negative and positive impacts.... [tags: Advertising, Brand, Sex in advertising]
1451 words (4.1 pages)
- The field of advertising has seen many changes over time, but the most compelling change comes from the Internet. The Internet has allowed advertisers to increase effectiveness, efficiency, and to become economical. Companies are able to advertise for substantially less capitol than traditionally done with radio, magazines, and television. Regardless if the change is favorable or adverse for advertisers, the effects of the internet on advertising can not be denied. Traditional ways of advertising such as fliers, newspapers, mail, and television, radio, all pale in comparison to what the internet has been able to do in advertising.... [tags: Advertising, Online advertising, Google, AdSense]
706 words (2 pages)
- The Evolution and Importance of Advertising Advertising is the way to make consumers aware of a product(s) or service(s). Advertising is everywhere, TV, magazines, newspapers, internet, billboards, radio, vehicles, and even on T-shirts. Consumers try to decide what to buy and with the help of advertising, it helps to narrow down the options. There are so many products in the world, it is hard to decide which is right for you or which product works better than another or which brand of product is a better product.... [tags: Marketing, Advertising, Target market]
1213 words (3.5 pages)
- Advertising 2.1 Overview of the themes First of all, it is important to understand what is advertising and others concepts of it. Advertising is defined as a paid-for form of non-personal communication that is transmitted through a mass media, in order to reach a diversity of audiences (Dibb, Simkin, Pride & Ferrell 2006, p. 538). Moreover, advertising also can be defined as any paid form of non-personal promotion transmitted through a mass medium, means that audiences are far more likely to be interested in the subject matter of the advertising carried by their chosen medium, and is described to be part of the marketing mix under the promotional tools (Brassington & Pettitt 1997, p.... [tags: Business Marketing Advertising]
1064 words (3 pages)
- I Am a Victim of Advertising You could call me a shop-a-holic, as most of my friends do, but I call myself a lover of fashion. Sitting in my room, I look in my closet at all my belongings and wonder what else I want to buy. Abercrombie, Guess, J Crew, Armani Exchange, Ralph Lauren, Tommy Hilfiger, and Banana Republic are just a few of the name-brand items that clutter my room. And I want more. I've never stopped to question whether I'm getting what I'm paying for, though I've always been a "smart" shopper, a sale shopper.... [tags: Business Media Advertising]
1549 words (4.4 pages)