representation of women in advertising

 REPRESENTATION OF WOMEN IN ADVERTISING:


1) How does Mistry suggest advertising has changed since the mid-1990s?

Mistry suggests that advertising has evolved from traditional methods to digital platforms, allowing for more targeted and interactive campaigns since the mid-1990s.

2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?

In the 1940s and 1950s, female stereotypes in advertising often portrayed women as homemakers, focused on domestic duties, with traditional gender roles.

3) How did the increasing influence of clothes and make-up change representations of women in advertising?

The increasing influence of clothes and makeup in advertising led to women focusing on beauty standards and fashion trends, promoting the idea that women could enhance their appearance through products.

4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?

The idea of the "male gaze" was the idea of film critic Laura Mulvey. It refers to the portrayal of women, objectifying and sexualizing them for the pleasure of male viewers.

5) How did the representation of women change in the 1970s?

In the 1970s, the representation of women in advertising showed more diverse roles, reflecting the influence of the women's rights movement and portraying women as independent.

6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?

Van Zoonen suggests that despite some shifts towards the empowerment of women, the underlying patriarchal views still serve to reinforce traditional gender roles and are ultimately constrained by the male-dominated advertising industry.

7) What does Barthel suggest regarding advertising and male power?

Barthel suggests that advertising reinforces male power stereotypes and promotes the dominance and control of men over women.

8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?

Richard Dyer suggests that the 'femme fatale' representation of women in advertisements like Christian Dior makeup shows a fantasy of women as seductive and dangerous.

Media Magazine: Beach Bodies v Real Women (MM54)

Now go to our Media Magazine archive and read the feature on Protein World's controversial 'Beach Bodies' marketing campaign in 2015. Read the feature and answer the questions below in the same blogpost as the questions above.

1) What was the Protein World 'Beach Bodies' campaign and why was it controversial?

The Protein World "Beach Bodies" campaign featured a billboard with a slim model and the slogan "Are you beach body ready?" which sparked controversy due to accusations of body shaming and promoting unrealistic beauty standards.

2) What was the Dove Real Beauty campaign?

The Dove Real Beauty campaign aimed to challenge traditional beauty standards by featuring diverse women of various body types and ages in their advertisements, promoting the message of self-acceptance and celebrating natural beauty.

3) How has social media changed the way audiences can interact with advertising campaigns? 

Social media has transformed the way audiences interact with advertising campaigns by allowing direct engagement, feedback, and sharing thoughts and ideas.

4) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?

Applying van Zoonen's feminist theory, we can see how gender representations in the Protein World "Beach Bodies" campaign accept patriarchal norms, while Stuart Hall's reception theory helps understand how audiences interpret and negotiate meanings of Dove's Real Beauty campaign within their own cultural contexts, challenging traditional beauty standards.

5) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?

Yes, representations of women in advertising have evolved over the last 60 years, reflecting shifts in attitudes towards gender roles, with more diverse and empowering images challenges to traditional stereotypes.

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