ipl-logo

Advertisement Messages About Women And Gender

681 Words3 Pages

Advertisement Messages about Women and Gender: Beach Body Ready Ad
According to Zimmerman and Dahlberg (2008), women have continued to play important roles in modern advertising either as targets or as objects. Women have become dominating targets in advertisements mainly because as a group, they make close to 85 percent of all the purchasing decisions. The subject of sexualization and objectification of women in publicity has continued to capture the attention of researchers who claim that such portrayals stimulate consumers to buy. In relation to the portrayal of women and gender in advertisement, this analysis examines the “Beach Body Ready” advertisement by Protein World with a focus on how the advertisement portrays women and further conveys …show more content…

The advertisement featured a bikini clad woman and was interpreted by viewers to be conveying the message that if women wanted to be ready for the summer and for the beach, they had to shape up and look like the woman that was portrayed in the advertisement. As a result, for them to achieve the desired shape they were to buy the weight loss products being advertised by Protein World. This advertisement was received negatively by readers who believed that it was meant to body shame women who had weight issues as well as those who were struggling with self-esteem and self-acceptance resulting from weight gain.
According to Ethan, Basch, Hillyar, Berdnik and Huynh (2016), various studies have examined the effects of magazine readership on outcomes such as body shape and these have found out that editorial content and advertisements have the potential to trigger disordered eating habits. The study goes on to say that body types used in advertisements have the tendency to influence the adult and adolescent females eating habits and even body images. This study also goes ahead to reveal that advertisements have the tendency to feed off female insecurities especially when it comes to weight …show more content…

This connotation already rules out any woman who falls short of this description or physique. The deeper meaning derived from this is that women who are ready for the beach should look exactly like what is portrayed on the advertisement. The advertisement’s portrayal of women in this light can therefore be further decoded to mean that anyone with a body shape different from what has been portrayed in the advertisement is inferior, not good enough and therefore not ready for the beach. Such a portrayal brings forth a gender stereotype that looks down upon or rules out women struggling with weight issues, or those who feel insecure with the fear that they will be judged if they step out to the beach with bodies that do not look like the one being portrayed on the advertisement. The message being conveyed by the advertisement therefore is that being good enough as a woman is directly linked to one’s body shape, thus anything less than what is portrayed in the advertisement does not suffice. This leads to a shallow definition of womanhood which is purely based on one’s physique or the ability to have a sexually appealing body that is approved by the society. The Beach Body Ready advertisement therefore uses body shape as the criteria through which women should be defined

Show More
Related

Still Killing USftly By Jean Kilbourne Summary

1610 Words | 7 Pages

The average American will spend around a year and a half of their lives watching television commercials (Kilbourne 395). Presently advertisements are controlling our everyday lives. In Jean Kilbourne’s article: “Still Killing Us Softly: Advertising and the Obsession with Thinness”, she discusses how advertisements negatively portray women. This negative portrayal leads to self-hatred and a negative self-image for women. A major point of this is the idea of excessive thinness for women, which the advertising industry is dominantly influencing how women need to meet this standard.

Read More

Barbie Dystopianis Duhamel Analysis

805 Words | 4 Pages

This constant fixation on physical perfection has created unreasonable beauty standards for women, ones we cannot possibly achieve on our own. Such standards permeate all forms of popular media, particularly fashion magazines and advertisements. Women are bombarded with the notion that we must be thin in order to be desirable. These images project an

Read More

Jean Kilbourne Still Killing USftly Analysis

1624 Words | 7 Pages

Position of Women in Advertisements The average American will spend around a year and a half of their lives watching television commercials (Kilbourne 395). Presently advertisements are controlling our everyday lives. In Jean Kilbourne’s article: “Still Killing Us Softly: Advertising and the Obsession with Thinness”, she discusses how advertisements negatively portray women.

Read More

Rhetorical Imagery In Men's Fitness

886 Words | 4 Pages

The rhetorical imagery used to portray a man's body is spread throughout the fitness industry and health advertisements. These images are on the cover of well-known magazines, online websites and through television commercials. Fitness magazines and advertisements are distributed worldwide targeting men, ages 18-30. Fitness magazines give a visual rhetoric as a method of persuading beauty, body image, and the pursuit of “flawlessness”. The company’s focus on young adults due to their belief that their consumers have the money to buy products to obtain the body they want or the body portrayed on the cover of the magazine.

Read More

Media's Influence On Children In Canada

424 Words | 2 Pages

Moreover, Body Image, Media and Eating Disorders states that 30% of children are dissatisfied with their body image due to being overweight and 15% are dealing with obesity (Derene & Beresin, 2006). This demonstrates that the number of children watching television and the number of overweight, obese children are involving their selves more into the media rather than more crucial events. Correspondingly, the average model is 23% thinner compared to 25 years ago (Ravelli & Webber, 2012). Today’s media has an impacting effect on how women should appeal themselves to others in society. This guides them to behave a certain way and not truly be themselves.

Read More

Summary Of Teal Pfeifer's Devastating Beauty

726 Words | 3 Pages

Teal Pfeifer in her short story “Devastating Beauty” discusses the effect of portraying skinny ladies/models that are wear dress size 0 or 1 as the ideal body size in most advertisements. The author points out the fact that,this can be damaging to most women, especially young women who view these adverts. The young women who see these adverts begin to feel displeased with their bodies, and a vast majority of them venture into different kinds of diet. She further emphasized that adult females are not the only ones affected, but also young girls (Pfeifer 2). According to Slim Hopes, about 80 percent of girls below the age of ten have either been on a diet before and have stated that they want to be skinner and more pretty.

Read More

Mary Wollstonecraft's Vindication Of The Rights Of Women

1305 Words | 6 Pages

These advertisements become the garments women wear and the body image they strive to match. The issue with this is that this body image is not real or healthy, they are not human beings they are toys. The suggestive sexual imagery within the media is just continuing to feed into the ideals that thrive in the society’s culture. Since media is such a large part of people‘s everyday lives it influences how people, especially women, perceive themselves and the world. The prevalence of such images of women in advertisements is a problem as it normalizes their objectification of women as it becomes more common.

Read More

Eating Disorders: Annotated Bibliography

478 Words | 2 Pages

"The Impact Of Advertisements Featuring         Ultra-Thin Or Average-Size Models On Women With A History Of Eating Disorders."         Journal Of Community & Applied Social Psychology 15.5 (2005): 406-413. Academic         Search Premier. Web.

Read More

Thin Ideal Body Image

572 Words | 3 Pages

Fundamentally, the perception of their body alters in response to stimulus regardless of the lack of physical changes in their actual form. In one of their hypotheses, they sought to show that when young women are subjected to television programs and commercials laden with thin ideal images and situations that it temporarily increases the viewer 's body dissatisfaction and depression. Their results were paradoxical; they concluded that the viewers saw the images of these women as an attainable ideal and essentially a goal that they could work towards, giving them hope and a slight euphoria. In addition to this, Swami and Smith (2012) reference another study from 2009 in which viewers became more depressed when watching advertisements featuring women presented as being more realistic than most models used in television. Those who performed the study suggest results are due to “ the extent that images of average sized models focus viewers’ attention on their own bodies” which “may trigger a fear of fatness among female viewers.”

Read More

Argumentative Essay On Body Image

1152 Words | 5 Pages

Men and women nowadays are starting to lose self-confidence in themselves and their body shape, which is negatively impacting the definition of how beauty and body shape are portrayed. “...97% of all women who had participated in a recent poll by Glamour magazine were self-deprecating about their body image at least once during their lives”(Lin 102). Studies have shown that women who occupy most of their time worrying about body image tend to have an eating disorder and distress which impairs the quality of life. Body image issues have recently started to become a problem in today’s society because of social media, magazines, and television.

Read More

Sexism In Advertising Essay

993 Words | 4 Pages

Bodies possess the highest price on the market. In advertisements, women’s bodies are highly valued and bring in its audiences in herds. The media often incorporates sexism towards the female population with images of naked women, women in submissive positions, innuendos of violence (verbal and physical), and dehumanization. This People for the Ethical Treatment of Animals (PETA) ad exploits the sexual appeal of Pamela Anderson by positioning her to her side with breasts in view, body almost naked, “butchered” like an animal, and even called an animal all to advertise for a meat free diet. Advertisements and the media appropriate women and like to exploit their bodies in an effort to institute shock value to sell an idea or a product.

Read More

Advertising Gender Roles

948 Words | 4 Pages

Although society’s outlook on gender roles has changed, an important aspect to note is that the approach and basic concept of sexuality that advertising adopts has not drastically changed from that of 50 years ago, there are still striking similarities that can be clearly

Read More

Objectification Of Women In Advertising

747 Words | 3 Pages

Advertisements sell values, images, love and sexuality. Over the years advertisements have attempted a wide variety of advertising approaches like humor, sex, emotions. Advertisers use one of these appeals to ensure that the targeted audiences receive their message. The media’s framing of women in highly restricted and negative ways is a global phenomenon that cuts across all cultures and has endured a long passage of

Read More

Essay On Gender Roles In Advertising

1065 Words | 5 Pages

Yet, in the realm of advertisement, there seems to be a fundamental difference in the way men and women are portrayed. The women are portrayed as a sexual object, fragile, and exotic whereas men are portrayed as dominant, powerful, physique, tough, independent, and aggressive. The advertisement today 's plays very important to influence the customer decision, and through various research evidence that gender, sexuality, and advertising are

Read More

Portrayal Of Women In Advertising Essay

1640 Words | 7 Pages

This research paper presents a content analysis on the portrayal of women in advertisements. This paper is written to better understand the stereotypes of women in advertising. The paper will also include the harsh realities female receivers have to face due to the portrayal of unrealistically thin and technologically perfected super models. Many women are portrayed as sexual objects and are constantly being degraded. Few examples of using sex appeal will also be discussed in this paper.

Read More

More about Advertisement Messages About Women And Gender

Related Topics

Open Document