Advertising
Advertising promotes more than mere products in our popular culture. Because images used in advertising are often idealized, they eventually set the standard which we in turn feel we must live up to. Advertisements serve to show us what the ideal image is, and further tell us how to obtain it. Advertisers essentially have the power to promote positive images or negative images.
Unfortunately, most of the roles portrayed by women tend to fit the latter description. The irony lies therein since it is these negative images which have been most successful in selling products. It is easy to understand the appeal which these ads hold for men, as they place women in an inferior role; one characterized by helplessness, fragility and vulnerability. Certainly one can not deny that visual images serve to create the ideal female beauty within the material realm of consumer culture. The problem is that if one strays from this ideal, there's the risk of not being accepted by men. Advertisers, by setting ideals, not only sell their products, but in fact reaffirm traditional gender roles in mainstream America. Women portrayed in sexual ads are depicted as objects and commodities, to be consumed by men for visual pleasure and by women for self-definition. Any depiction of a woman in scant clothing ultimately makes her look vulnerable and powerless, especially when placed next to a physically stronger man. Studies show that advertisements will concentrate primarily on a woman's body parts rather than her facial expressions. Also, it was proven that over 50% of commercials portraying women contained at least one camera shot focusing on her chest. Men enjoy these images, and sadly, women tend to try to embody them, regardless of the extent to which they degrade themselves. Perhaps one of the most recent, successful, and controversial ad campaigns of the nineties is that of Calvin Klein. Ironically, in contrast to the normal, objectifying advertisements that deface women altogether, Klein focuses on his model's expressions. However, these expressions are similar to those of a scared child. The naked female model in turn looks even more vulnerable than when she was faceless. Here, in this ad Kate Moss is depicted as an innocent scared child. Her fingers touch her lips as if she is not permitted to speak, while her eyes look as if they are bruised. Moss' breast is exposed in this image, but instead of appearing voluptuous, Moss appears to be almost prepubescent. She stares vacantly and helplessly into the camera. Again, women see these images as attractive to men and subsequently feel the need to embody them.
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
The struggle for Sarty is strong because of the great emphasis his father, Abner places on loyalty to one’s blood no matter the cost. Sarty might have been able to make his own choices of right and wrong, had it not been for the impact of his father’s words. His struggle becomes apparent because he doesn’t want to lie in court, but also feels strong loyalty to his father. He reminds himself that his father’s enemies are his own. “The smell and sense just a little fear because mostly of despair and grief, the old fierce pull of blood. He could not see the table where the Justice sat and before which his father and his father’s enemy (our enemy he thought in that despair: ourn! Mine and hisn both! He’s my father!) stood. (Faulkner 172) This demonstrates to the reader that Sarty wants
Our society is a complex collection of institutions, status, roles, values, and norms, and the best way to understand and learn about them is through the use of cultural artifacts. These can be anything from music to art to literature, or as in the example of this discussion, the modern day creation of advertisement as seen in women's magazines. As Homo Sapiens moved from the hunter - gatherer way of life to industrial society , it was necessary to construct a framework for living so that such a concentrated number of people could exist together. This framework as come to consist of a myriad of expectations based on values and norms in the form of roles status and institutions. Desirable behavior is sought by people throughout the country based on how one is brought up and the expectations one is bombarded with on a daily basis. These expectations are reflected in every part of our culture and are used by people so as to know how to act in any given situation. The main examples are: the family, education, health and medicine, religion, and the law. I have found that certain mediums reflect the expected roles in these institutions better than others. I originally focused on gender roles as a depiction of stereotypical behavior as reflected by advertising especially the portrayal of women, but I discovered that there were other stereotypes being perpetuated as well that were just as institutionalized if not just simply less noticed or studied. Therefore, although this argument will focus on the depiction of females and the female role in advertising. It will also mention the general use of American values , norms, and institutions to influence consumers.
Through the application of physical appearance, audience and text the ad unfortunately paints women in a negative manner. The ad employs tactics that reel society into believing that women must put a man on a pedestal in order to gain his admiration. Women have the right to be treated equally and deserve to be represented in a positive light so the culture can fray away from following beliefs similarly portrayed in this 1930s advertisement. We must teach the next generation that although it is in our nature to nurture those around us, there are no boundaries or restrictions for women to excel in society for the
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.
Skills and their educational benefits are positive factors of video games, while the detrimental factors include violence and potential addiction. Overall, video games are acceptable to use in moderation, but when one does not have the ability to use it in moderation, it is harmful.
Over the past several weeks, I have researched, read, and learned many new things regarding the topic of multicultural education. I have learned that all children should be taught to treat others with dignity and respect not matter what their culture, race, or family structure. I have also learned how important it is for teachers to explore multicultural education on a daily bases because it is necessary for the academic success for students how originate from different backgrounds.
The son, Colonel Sartoris, known as Sarty, had to deal with constant rejection from his father, Abner. The story starts with Sarty feeling the anxiety of whether he should tell the judge the truth or lie for his farther. He is in an emotional dilemma on what to do. Sarty knew if he told the truth, that his father might have to go to jail. As Sarty was called by the judge to come forward, he said to himself, "He aims for me to lie, he thought, again with that frantic grief and despair. And I will have to do it." In despair, "Enemy! Enemy! he thought; for a moment he could not even see, could not see the judges face was Murphy 2 friendly nor discern that his voice was troubled" (398)
With the exponential growth in the gaming industry, the long-term effects caused by playing video games has been the primary focus for researchers and parents. Addiction and aggressive behaviors triggered by violent content are the leading concerns reflected in investigations about this serious issue. Studies have shown that the “negative outcomes have a stronger link with the younger generation than with adults” (Bond). Excessive gaming can deteriorate academic performance and overall health, such as the eyes, due to constant screen time, as well as hearing from headsets over long periods of time. The long-term effects of gaming can have a negative impact on young people and their mental and physical health.
The cultural diversity in society, which is reflected in schools, is forcing schools not to solely rely on content-centered curriculum, but to also incorporate student-centered lesson plans based on critique and inquiry. This requires multicultural education to a dominant part of the school system, not just an extra course or unit. Further, it demands that learning itself no longer be seen as obtaining knowledge but rather, education be seen as creating knowledge. Multicultural education should be seen as affirming the diversity of students and communities, promoting the multicultural ideas of the United States, and building the knowledge and behaviors needed for students to be a positive and contributing member of society and the global community as a whole.
“There are plenty of skills I’ve learned from playing video games. It’s more interactive then watching TV, because there are problems to solve as you’re using your brain.” This quote was said by the famous US athlete Shaun White. (Quote 1) Video games started in the late sixties and early seventies. (History 1) Later down the road, companies such as Sony and Nintendo came out with bigger and better consoles. “Sixty-three percent of parents believe that games are a positive part of their children’s lives.” (GCP 1) While video games can promote violence and cause adolescents to be lazy, video games are beneficial to adolescents because they help reduce stress and anxiety, they provide a fun way to learn, and they make exercise more appealing.
Many people believe that video games change people and mislead them to do bad things, such as drugs and alcohol, but it is the opposite. Gaming prevents people from such acts and actually helps to keep them away from the substances. Lots of people, mainly parents, believe that video games harm people so they try to keep their children away from them. In reality, video games make your life better. Video games can provide many benefits to your lifestyle as “numerous academic studies indicate that playing video games has many psychological and even physical benefits” (Guarini). Gaming helps stimulate the brain and advances your problem solving abilities. There are disadvantages to gaming, which is true, but the amount of benefits outweigh them by far.
Video games are not considered as a serious addiction amongst teenagers and adults, often being compared to severe cases of addiction, such as drug abuse or alcohol abuse that may result in the appearance of a decrease in the severity of the addiction. However, video game addiction is a serious matter and has unhealthy consequences for an individual 's life and their health; spending too much time playing video games can take a great toll on one 's physical and mental well-being. Continuing unhealthy patterns of video game activity for prolonged periods of time can result in mental health issues, physical health problems, and a decline in a social life.
...maintain that advertising exists primarily to create demand among consumers. People have certain types of wants and needs, and they are perfectly capable to discover it for themselves. People today just need food, clothing and shelter everything else is superfluous and additional stuff. Advertising are able to create demand that would not exist just by manipulating people’s min and emotions. Advertising is master in manipulate reality and fantasy, by creating “magic show.” It is true that advertising has been a powerful mechanism that distorts our whole society’s values and priorities. On the other hand, advertising educate people about several issues. In political terms, it moves mass of people and persuade them to vote for a candidate. And, of course, in terms of economy, contributes in the development through the consumption of the costumer.