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Importance of ethos, pathos and logos in advertising
Importance of ethos, pathos and logos in advertising
Importance of ethos, pathos and logos in advertising
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Society and people on a whole demonstrates what a perfect woman should be like. The picture of a perfect woman in our society is demonstrated in advertisements, on different magazine covers, and for just about anything that a woman is featured in. Now my question is why the pressure is so heavily placed on females to be so perfect? Women are pressured in many aspects of their lives, like how they look, their emotions, and their role as a woman.
Women in society have a certain appearance to look up to. They don’t just have to be beautiful but rather amazingly beautiful. Lisa Jervis and Andi Zeisler state in their book “bitchfest” that “Vogue long ago perfected the process of erasing overweight folks from existence – even the all-powerful Oprah was tasked with losing twenty pounds before being allowed onto the cover in 1998”(Zeisler. Pg 252). This demonstrates how perfect women are supposed to be in society. Take Oprah for instance. She is very rich but that’s doesn’t make her the woman society wants her to be. She has to follow certain beauty rules in order to be on the cover of a Vogue Magazine. This paints a picture of the high demands for women in our society. It forces women to do stuff they might not want to do.
In order for women to be perfect they have to go through different procedures and these are the necessities they must follow. According to Mail Online, Daily Mail Reporter states that “[a]side from your house and your car, ladies, what’s your most valuable possession is believe it or not, it might just be your bathroom cabinet. Because the average woman has £1,964.30 worth of beauty products hidden away inside it. That works out as 65 different jars, tubes and bottles, each worth £30.22 on average.” This shows the eff...
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...dea by having these stereotypical women as characters, and advertisements push these ideas on women by portraying different definitions of beauty, selling products, and how they should be and what they should stand for. The only way to change these stereotypes is to combat the ideas that women need to spend a lot of money on cosmetics, have a rule book in the sense of knowing how to get a guy, knowing how to keep a man happy in a household, and the fact that they need to listen to people around them in order to calculate their own self worth. All women should feel beautiful because they are confident and not just because what somebody might say or do. They should not let that change their thoughts and ideas about who they want to be and where they want to go in life. Every person is an individual and should be able to make their own choices and feel good about them.
First, Kilbourne’s research should be praised tremendously for bringing to light the unhealthy impression of true beauty in today’s culture. Kilbourne challenges the audience to reconsider their viewpoints on advertising that is sublime with sexual language. The evolution of advertising and product placement has drastically changed the real meaning of being a woman. According to the movie, every American is exposed to hundreds and thousands of advertisements each day. Furthermore, the picture of an “ideal women” in magazines, commercials, and billboards are a product of numerous computer retouching and cosmetics. Media creates a false and unrealistic sense of how women should be viewing themselves. Instead of being praised for their femininity and prowess, women are turned into objects. This can be detrimental to a society filled with girls that are brainwashed to strive to achieve this unrealistic look of beauty.
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
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...
It seems if a woman does not follow what the television or magazines do, they will be considered a ‘disgrace’ to society. “By the 1930’s, mass advertisements on radio and in magazines persuaded women to purchase cosmetic products by appealing to her fear of growing old or being rejected by social acquaintances,” (Gourley 56). The beauty industry specifically targeted women, using the ideas of an often highly feminine related idea of vanity. This also talked about women’s apparel in clothing and how they weren’t able to dress casually since they would be titled, slob. As looks represent a lot in a woman, the body type of a woman has always struggled with maintaining since the ‘perfect’ body types are not what everyone has. “In the 1890’s women had full bosoms, round hips. In actual measurements they were probably no rounder than Miss Cox but they seemed so because they were shorter, tightened their waists into an hour-glass effect … Now, though, the ideal figure must have a round, high bosom, a slim but not wasp-like waist, and gently rounded hips” (“This is What…”). Ideals women that society has pushed onto women to be for them to have any chance in romance. Though many women can drift away from this the women, though they won’t admit to it, had struggled to meet the ‘set standard’ for women. This shows how after women have gained the rights of voting, gender roles
Women are told that in order to get anywhere in life they must constantly worry about their outer appearance. In Jennifer Weiner’s article, “When Can Women Stop Trying to Look Perfect?” she delves deeply into how today’s society women’s worth is based on how they look. Weiner believes that women who do not meet the standards of beauty do not have as many opportunities.
I was flipping through some channels on the television set one day and came across a woman's talk show, "The View." It caught my attention when one of the hostesses asked the audience of mostly women to raise their hand if they thought they were truly beautiful. Much to my surprise the audience did not respond with very many show of hands. The hostess then introduced a study done by Dove, the makers of the body soap. Dove polled over 6,000 women from all over the country and only two percent of the women polled said they feel beautiful. Women are surrounded by images screaming physical beauty is more important than their talents and accomplishments. Women are deriving their self worth from an ideal of how they think they should look and how they think everyone else wants them to look instead of focusing on their sense of who they are, what they know, and where they are going in life. In "Help or Hindrance?: Women's Magazines Offer Readers Little But Fear, Failure," Mary Kay Blakely states, "Instead of encouraging women to grow beyond childish myths and adapt to the changes of life, women's magazines have readers running in place, exhausted." She goes on to say, "This is a world we have 'made up' for women, and it is a perilous place to exist." One of the biggest culprits feeding women's insecurities are the popular women's magazine that line the book shelves of grocery stores, gas stations, and waiting rooms. They supply readers and the occasional innocent passerby with unrealistic images of what women should be instead of showing diverse age groups and women with natural beauty. Reading through a couple of magazines, Cosmopolitan, Elle, and Shape, I found nothing but hidden agendas and...
Beauty is a cruel mistress. Every day, Americans are bombarded by images of flawless women with perfect hair and smooth skin, tiny waists and generous busts. They are presented to us draped in designer clothing, looking sultry or perky or anywhere in between. And although the picture itself is alluring, the reality behind the visage is much more sinister. They are representations of beauty ideals, sirens that silently screech “this is what a woman is supposed to look like!” Through means of media distribution and physical alteration, technology has created unrealistic beauty ideals, resulting in distorted female body images.
What girl would not and does not want to look like Barbie, or one of those models you see on at fashion shows, or even a famous actress? They have this body that every girl wants and will do anything to get; tall and thin. These models are everywhere; they surround us in magazines, posters, advertisements, television shows, music industry, and at shopping centers. This perfect women figure is surrounding us, making us, women, believe that that is the only figure accepted in this world. Those women who do not look like that are laughed at, and picked on. Women will do whatever is on their hands in order to get the body everyone considers accepting. A few will go to the extremes and cut down on the amount of meals they are eating, they’ll increase the time exercising, and some will even get plastic surgery done. All this for the “pe...
Women need to feel appropriate and content in their own skin, and to not feel inferior to the model on TV or pasted in a magazine advertisement. We are all different and no woman is exactly the same and even the ones that seem to be picture perfect have flaws and love handles, and women need to realize that is the truth. So, by accepting one’s self for who they truly are and what they have accomplished in life, is what is going to boost our self-esteem. Once the world understands this, then the media won’t have such a monumental effect on society.
Naomi R Wolf argues that society projects pressure onto women to conform to the stubborn reality of the image of femininity. Wolf, the author of best selling book The Beauty Myth,...
To sum up, it is often said that advertising is shaping women gender identity, and some have been argued that the statement is true, because of the higher amount of sexual references of women that advertisement show and the damages that occur on women’s personality and the public negative opinions of those women. As well, the negative effects that those kinds of advertisements cause to young generations and make them feel like they should simulate such things and are proud of what they are doing because famous actors are posting their pictures that way. Others deem this case as a personal freedom and absolutely unrelated to shaping women gender identity. On the contrast, they believe that, those sorts of advertisements are seriously teaching women how to stay healthy and be attractive, so they might have self-satisfaction after all.
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
The mass media over the years has had such a profound role in creating an image on how women should be viewed. From their appearance to what their duties are in everyday life, the media has made sure to depict unrealistic images of women. These images have caused not only the male public but women themselves to believe that they must attain a certain kind of body or occupation to fit into society. Women often feel obligated and pressured to comply to this praised image of perfection.
I would like to begin with the fact that women have always been known to dedicate their time to beauty. Those who are devoted to their appearance most often believe that beauty brings power, popularity, and success. Women believe this, because they grow up reading magazines that picture beautiful women in successful environments; not to mention they are popular models and world famous individuals. Beautiful women are no longer just a priority for most advertising, but we have become a walking target for the working class employers. It is documented that better-looking attorneys earn more than others after five years of practice, which was an effect that grew with experience (Biddle, 172). We cannot overlook the fact that it is always the most popular and most beautiful girl who becomes homecoming-queen or prom-queen. While these are possible positive effects of the "beauty myth," the negative results of female devotion to beauty undercut this value. These effects are that it costs a lot of money, it costs a lot of time, and in the long run, it costs a lot of pain.
As defined by dictionary.com, perfection is, “the condition, state, or quality of being free or as free as possible from all flaws or defects.” This definition, although subjective, has seemingly become a forced concept through the years. While the denotation has always been idolized, the poster family of the 1950’s is what really started putting ideas into people’s heads about what perfection is/what it looks like. From there, the media labeled specific people and material items that they believed to be perfect; such as those in television shows and in movies,