Advertising: The representation of women in advertising
Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising
Read these extracts from an academic essay on gender in advertising by Reena Mistry. This was originally published in full in David Gauntlett's book 'Media, Gender and Identity'. Then, answer the following questions:
1) How does Mistry suggest advertising has changed since the mid-1990s?
Advertising has changed since the mid-1990s in a way that gender and sexual orientation has become more ambiguous when representing a subject.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
In this period, typical and traditional female stereotypes could be found in adverts. This included representing women as a typical house wife who has the responsibility of doing house work and raising children. This was mainly due to the increased production of domestic goods, such as washing machines.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
Clothes and make-up lead to women being portrayed as 'decorative objects'. They are used to present women like 'princess' who wait to be 'awakened - sexually, emotionally, even intellectually - by her prince' (ibid:75). Women are encouraged to use these commodities to serve men and enhance their femininity.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura Mulvey came up with the theory of 'male gaze'. This refers to the idea that women are 'objects' that exist for the sole pleasure of men.
5) How did the representation of women change in the 1970s?
In the 1970s the 'new woman' was being represented in the media. This was aimed to create an 'independent, confident and assertive, finding satisfaction in the world of work and recreation, seeking excitement, adventure and fulfillment' (Cagan, 1978:8).
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 discusses how this representation of a 'new woman' 'only departs marginally from her older, more traditional sisters.' Although women are seen to be in a working environment, they are not actually working but are represented in a sexual way. This contrasts the effect that the media is supposedly representing.
7) What does Barthel suggest regarding advertising and male power?
Barthel notes that 'today's young women can successfully storm the bastions of male power… without threatening their male counterparts' providing we can reassure them that, underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred' (Barthel, 1988:124-125; Davis, 1992:50). Therefore, he is suggesting that the new representation of women in the media has no real threat to male power.
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' is a misrepresentation and misunderstanding of the liberation of women. Women continue to construct themselves as a spectacle and is presented as a willing co-conspirator of men's sexual advances - and worse, believes she is 'liberated' in doing so.
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.
1) What was the Protein World 'Beach Bodies' campaign?
This was a campaign was created in order to advertise a weight loss collection.
2) Why was it controversial?
The public stated that the advert was irresponsible as it essentially stated that any woman with a body which is not like that of the model is inferior and, consequently, she shouldn't wear a swim suit on the beach. The statement 'Are you beach body ready?' is straight away backed by the 'Weight loss collection'.
3) What did the adverts suggest to audiences?
The campaign suggests that everyone has to lose weight in order to be ready for the beach.
4) How did some audiences react?
Most audiences, especially women, were disgusted at the advert. There was a petition on change.org signed by 71,000, people went to protest, they complained on Twitter, some even posed in front of the posters in their bikinis to show the real 'beach body'.
5) What was the Dove Real Beauty campaign?
The campaign features real women with real bodies of all races and ages. The campaign’s mission is to 'create a world where beauty is a source of confidence and not anxiety.'
6) How has social media changed the way audiences can interact with advertising campaigns?
Social media has allowed audiences to interact with advertising campaigns personally. This can be through comments on YouTube, tweets on Twitter and by showing their support through pictures on Instagram.
7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
In terms of Stuart Hall's reception theory, the hegemonic reading would be that a women needs to have a body like the one in the picture in order to be beautiful and 'beach body ready'. However, the producers argued that this was not their intention and that their hegemonic reading is that any one who is confident is 'beach body ready'.
Van Zoonen would state that, once again, women believe that they are being represented as confident when, in reality, they are providing pleasure for men by posing half naked.
8) 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?
I believe that the representation of women has changed over the last 60 years in the fact that they are now represented as being more equal to men and more independent. However, women have been sexualised ever since they appeared in advertising and that is still happening today. However, it appears to be voluntary and accepted in today's time.
Read these extracts from an academic essay on gender in advertising by Reena Mistry. This was originally published in full in David Gauntlett's book 'Media, Gender and Identity'. Then, answer the following questions:
1) How does Mistry suggest advertising has changed since the mid-1990s?
Advertising has changed since the mid-1990s in a way that gender and sexual orientation has become more ambiguous when representing a subject.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
Clothes and make-up lead to women being portrayed as 'decorative objects'. They are used to present women like 'princess' who wait to be 'awakened - sexually, emotionally, even intellectually - by her prince' (ibid:75). Women are encouraged to use these commodities to serve men and enhance their femininity.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura Mulvey came up with the theory of 'male gaze'. This refers to the idea that women are 'objects' that exist for the sole pleasure of men.
5) How did the representation of women change in the 1970s?
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 discusses how this representation of a 'new woman' 'only departs marginally from her older, more traditional sisters.' Although women are seen to be in a working environment, they are not actually working but are represented in a sexual way. This contrasts the effect that the media is supposedly representing.
7) What does Barthel suggest regarding advertising and male power?
Barthel notes that 'today's young women can successfully storm the bastions of male power… without threatening their male counterparts' providing we can reassure them that, underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred' (Barthel, 1988:124-125; Davis, 1992:50). Therefore, he is suggesting that the new representation of women in the media has no real threat to male power.
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
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.
1) What was the Protein World 'Beach Bodies' campaign?
This was a campaign was created in order to advertise a weight loss collection.
2) Why was it controversial?
The public stated that the advert was irresponsible as it essentially stated that any woman with a body which is not like that of the model is inferior and, consequently, she shouldn't wear a swim suit on the beach. The statement 'Are you beach body ready?' is straight away backed by the 'Weight loss collection'.
3) What did the adverts suggest to audiences?
The campaign suggests that everyone has to lose weight in order to be ready for the beach.
4) How did some audiences react?
Most audiences, especially women, were disgusted at the advert. There was a petition on change.org signed by 71,000, people went to protest, they complained on Twitter, some even posed in front of the posters in their bikinis to show the real 'beach body'.
5) What was the Dove Real Beauty campaign?
The campaign features real women with real bodies of all races and ages. The campaign’s mission is to 'create a world where beauty is a source of confidence and not anxiety.'
6) How has social media changed the way audiences can interact with advertising campaigns?
Social media has allowed audiences to interact with advertising campaigns personally. This can be through comments on YouTube, tweets on Twitter and by showing their support through pictures on Instagram.
7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
In terms of Stuart Hall's reception theory, the hegemonic reading would be that a women needs to have a body like the one in the picture in order to be beautiful and 'beach body ready'. However, the producers argued that this was not their intention and that their hegemonic reading is that any one who is confident is 'beach body ready'.
Van Zoonen would state that, once again, women believe that they are being represented as confident when, in reality, they are providing pleasure for men by posing half naked.
8) 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?
I believe that the representation of women has changed over the last 60 years in the fact that they are now represented as being more equal to men and more independent. However, women have been sexualised ever since they appeared in advertising and that is still happening today. However, it appears to be voluntary and accepted in today's time.
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