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Communication research and gender advertising
Impact of negative portrayal of women in the media
Communication research and gender advertising
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As a teenaged girl or young adult, you want to dress to impress. Models on the television and in magazines wear outfits that you wish you could own. The young, beautiful, blonde-headed model makes it seem like you are not pretty enough to wear these outfits. In the Cosmopolitan advertisement for an American Eagle Outfitters jean jacket, the blonde-headed woman is wearing the jacket. On one half of the ad, the woman is standing near water with a fence between the two. The waters location is beside the city. In this shot, she is jumping from one bench to the other, living freely. The center of the picture is the American Eagle Outfitters jean jacket. On the other half of the ad, is a close up shot of the model. All that’s shown in this picture is the woman’s face and the jean jacket. However, her hair covers up some of her face. …show more content…
By doing this, it is showing that they are less powerful than men. Ads tend to put women down. Like Kilbourne stated, the Cosmopolitan advertisement shows in a few ways how they feel women are less powerful than men. The first way is where the half of the ad is covering up the woman’s face with some of her hair. Therefore, this shows weakness by stating the models being silenced or cannot speak what is on her mind. Since this is an ad for teens and young adults, it is also suggested, being that they are so young, they have no say, especially because they are a woman. The second way this ad is trying to show women are weaker than men is on the other half of the ad. It is showing the blonde-headed woman jumping from one bench to the other. The models presented as not having any sense. If this were a man in the advertisement, he would not be jumping or posing in any foolish ways. In conclusion, the Cosmopolitan advertisement on the American Eagle Outfitters jean jacket, along with several other ads, shows weakness in women compared to
Advertising is form of communicating and using methods into getting the buyers to purchase a product. Cosmopolitan has done a good job in determining what readers and listeners want and need. Cosmopolitan is a magazine directed toward young people who have low self- confidence and low self-esteem and also who care about health and appearance. As Fowles said, “By giving form to people’s deep-lying desires and picturing states of being that individuals privately yearn for.” (Fowles, 137). All advertisers know who and what readers wish or long for.
There are several aspects to the layout of this advertisement. Women, regardless of age, tend to be drawn to the use of beautiful, younger women in an arrangement, which makes this design effective. Firstly, Taylor Swift (the young woman in the picture) has been properly dressed so that the lip-gloss she is using matc...
This is a stereotype, which has been engraved into heads of men, women, and children. By plastering the world with models who seem to have it the genetic jackpot, Dove set out to discredit this cultural cast created by our society. Body image, to some people, is the first part of a person they notice. A study conducted by Janowsky and Pruis compared body image between younger and older women. They found that although older women “may not feel the same societal pressure as younger women to be thin and beautiful…some feel that they need to make themselves look as young as possible” (225). Since women are being faced with pressure to conform in ways that seem almost impossible, Jeffers came to the conclusion “they should create advertising that challenges conventional stereotypes of beauty” (34) after conducting various interviews with feminist scholars. The stance of Figure 1’s model screams confident. She is a voluptuous, curvy and beautiful women standing nearly butt-naked in an ad, plastered on billboards across the globe. Ultimately, she is telling women and girls everywhere that if I can be confident in my body, so can you. Jessica Hopper reveals, “some feel that the ads still rely too heavily on using sex to sell” (1). However, I feel as if these are just criticisms from others who are bitter. With the model’s hands placed assertively placed on her hips, her smile lights up the whole ad. She completely breaks the stereotype that in order to
Over the years, J. Crew’s catalog incorporated a unique look featuring young, attractive, models having fun in different appealing backgrounds. The photographs in the catalog appeared to be photographed at a house party of friends. Many of the photographs taken featured the same ...
To what extent is it acceptable, in an age of shifting morals and the increasing acceptance of sex and violence in entertainment, to use sex to sell to consumers? Does this definition of acceptable shift when the consumers are underage children and teenagers? We all know that "sex sells", but deciding where to draw the line is becoming increasingly difficult as what is acceptable is redefined with each new generation. When does a company's tactics move from representing progressiveness to having crossed the line? Well in Abercrombie & Fitches case they continue to push the envelope.
In Jib Fowles analysis of advertising he states, “An advertisement communicates by making use of a specifically selected image (of a supine female, say, or a curly-haired child, or a celebrity) which is designed to stimulate “subrational impulses and desires ” (75). Fowles quote applies to Tom Ford’s 2012 advertisement. Ford’s advertisements, portray women as sex icons. In his advertisement, there’s a woman who has dramatic makeup and is looking directly at the camera to show attraction. She’s posing while there’s a man behind her to represent protection and dominance. Meanwhile, men always have to have a masculine identity while women have to simply be beautiful. This is a mainstream issue that devalues women, encourages sexual harassment, and advertises violence against women.
“Sex sells” has been used as an excuse to exploit and humiliate women through advertising for years. It is seen everywhere: television, movies, magazines, billboards, literally any place that can have an advertisement put in/on it. One company that specializes in advertisements composed of sexualizing women in order to sell their clothes is American Apparel. For years, they have created degrading ads that make the average believe they need to look like these images in order to feel good about themselves. Advertisements like these have a negative effect on society and especially women but American Apparel has taken things to a whole new level of exploitation.
Open up any magazine and you will see the objectification of women. The female body is exploited by advertising, to make money for companies that sell not just a product, but a lifestyle to consumers. Advertisements with scantily clothed women, in sexualized positions, all objectify women in a sexual manner. Headless women, for example, make it easy to see them as only a body by erasing the individuality communicated through faces, eyes, and eye contact. Interchangeability is an advertising theme that reinforces the idea that women, like objects, are replaceable.
Calvin Klein 's #myCalvins campaign features many different celebrities posing in their Calvin Klein underwear with the sentence “I________ in #mycalvins.” This wildly successful advertising campaign uses many different methods to make the ad not only eye-catching but memorable. The ad that this paper is written on features model
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
are not as widely worn, but they are still one of the top brands on
It has become impossible to avoid marketing and branding. Everywhere a consumer turns, they are being persuaded and influenced by all sorts of symbols, logos, slogans etc. These aspects of a brand create the culture we live in. “The effect, if not always the original intent, of advanced branding is to nudge the hosting culture into the background and make the brand the star. It is not to sponsor culture but to be the culture.” 30 no logo. Humanity has become one large sponsored event, making it impossible in order to escape.
Nike is one of the most influential businesses in the world today. According to Forbes.com, Nike is the twenty-fourth most valuable brands in the world and it carries over in the way they advertise. The popular swoosh sells itself, but the media plays a valuable role in how they get their message to the public. When analyzing a few print advertisements, we see how the messages are communicated and how the media interprets what the advertisement means.
The media favors one women's body type; the tall blonde with perfect, tan skin and long, beautiful hair. Because the images of women in advertisements are unattainable, it keeps them purchasing new products in their quest to be like the models they see (Moore). The actual women in these advertisements can't even match up to the
L’oreal Paris is one of the most successful beauty brands in the U.S. They have many different types of products that women use on a daily basis. In the world we live in today women are constantly battling with what type of hair color they can use without damaging their hair. Most women fear that the hair color they may apply will not end up looking the same way as it is displayed. However, with the L’oreal Paris brunette females ages 18-35, will be able to achieve that caramel golden shade that celebrity Eva Longoria obtains.