representations of women in advertising

Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising

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

Advertising has purposefully used images which create an ambiguity surrounding gender and sexual orientation.

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

After the end of the war, feminists had planned for an 'independent women' approach in society. However, this was countered by women being made to feel guilty due to the warnings of "dangerous consequences to the home."

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

Women were being increasingly portrayed as (empty) objects. The image of a 'fair maiden' is created, who awaits the sexual, emotional and intellectual awakening by her prince. Janice Winship argues that women are depersonalised and objectified as well as simply being commodities to serve men.

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

Mulvey (1975) created the theory of the 'male gaze.' It forms women into seeming passive and are constructed into a spectacle for the purpose of male voyeuristic pleasure. 

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

The idea and image of the "New Woman" was created which was representative of women's changing social position and the influence of the women's movement. The New Woman was

supposed to be 'independent, confident and assertive, finding satisfaction in the world of work and recreation, seeking excitement, adventure and fulfilment.'

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?

Zoonen deconstructs an advert which states "A woman should look forward to dressing up for the office." However the underlying meaning to this is that Having a job is seen merely to provide 'another happy occasion for women to dress up and present themselves.' Therefore the 'progressive' ideology is not actually portrayed and is still a stereotypical representation of women.

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

The idea of the "New Woman" has no real threat to male power and that "no serious gender defection has occurred."

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

It illustrates a misinterpretation of women's liberation. While the women in the Dior advert is attempting to demonstrate the idea of sexual freedom and that she is doing it for her own enjoyment she is still constructed as a spectacle in the advert just like the innocent maiden.

Media Magazine: Beach Bodies v Real Women (MM54)

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

It showed a blonde, tanned woman in a full frontal pose and was promoting a weight loss product. This sparked controversy as people stated that this was not an accurate representation of real women and in fact there is no such thing as a 'beach body.'

2) What was the Dove Real Beauty campaign?

It was one of the most successful campaigns of the digital age and showcased real women with real bodies of all races and ages. It showed the importance of real beauty and how our self-perception can differentiate from how others see us.

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

For example, Dove used an interactive Ad Makeover campaign that put women in charge of the advertisements. They were able to decide what their perception of beauty is.  

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

Zoonen and Hall's theory establishes how women are stereotyped in the media/advertising. Zoonen states that women are objectified which is clearly portrayed in the Protein World campaign as the woman's body is at the fore front of the advertisement and this is all she is seen for.

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, I think that has been a drastic change in the way women are represented, however this does not mean that women are no longer sexualised in advertisement now.