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Gender Roles Reflected In Advertising

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When taking a look at modern society, it is not so unusual to see women working outside their houses and some are even in charge of important positions. However, it was not too long ago that women started to obtain rights equal to men. Back in 1848, Seneca Falls Convention was held in New York and women’s rights activists claimed for equal rights (Vogelstein). After this convention, people around the world took actions to fight for women’s rights, especially in the United States. As a result, women in the United States won voting rights in 1870 and eighty years later, the United Nations adopted the Universal Declaration of Human Right (Vogelstein). As women gained various rights that they did not have before, they came to earn more opportunities. …show more content…

Out of many areas, the field of advertisement was chosen as a research target because advertisements are considered as a very influential type of media that is strong enough to shape one’s dominant desires and values (Cheon and Kim, 1). In other words, it can be said that the whole society’s values and attitudes are heavily affected by advertisements. Not only does the advertisements sculpt social behaviors, but also reflects the changes in the reality. Therefore, they are sometimes characterized as a mirror that reflects the social and cultural changes (Cheon and Kim, 1). Given how intimately advertisements and the society are related, analysis of advertisements is relatively an effective way to find out whether social changes are reflected in such an influential …show more content…

The five advertisement samples were taken from 1900 (Image 1), 1930’s (Image 2 and Image 3), 1940’s (Image 4), and 1950’s (Image 5) so that changes over long span can be examined. These five images are attached behind the reference list, which follows after this essay. Even though there was a vast number of Coca-Cola advertisements to choose from, this analysis mainly focused on advertisements that include female figures, with the exception of the advertisement from 1900 (Image 1). To examine whether gender stereotypes have changed along with the times, each individual advertisement was first semiotically analyzed using guidelines such as the appearance and position of the female figures, the setting in general, and the text in the advertisement itself to measure the degree of existence of stereotypes. Then, from that result, it was concluded whether there was change over time in how female figures were drawn in Coca-Cola’s paper

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In Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.

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Today, most would think that all humans have equal rights. Unfortunately, though, women are still not treated as equal as men. Women do not get paid as much as men do, they are expected to stay home and take care of the children, and they do not have as many job opportunities as men do. All of this is in spite of the fact that women have been fighting for their rights in this country since the 1800s. Two of the most widely known speeches are “Ain’t I a Woman” and “Speech at Seneca Falls Convention.”

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Annotated Bibliography Introduction: Examine different kinds of advertisements and the problem at hand with how they perpetuate stereotypes, such as; gender, race, and religion. Thesis: The problem in society today is in the industry of social media. In efforts to attract the eye of the general population, advertising companies create billboards, commercials, flyers and other ads with stereotypes that are accepted in today’s society. Because of the nations’ cultural expectation for all different types of people, advertisement businesses follow and portray exactly what and how each specific gender, race, or religion should be.

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From the 1800’s to the 20th century, women had gained a lot more independence than they had before. In the year 1777 when voting started to become more relevant, women were decided not to be allowed to be apart of voting, unlike now in the 21st century where women are allowed to vote. From the beginning of the 18th century, women were discriminated against until the middle of the 18th century. After the mid-1750’s, women started to gain more ground on rights and things that they were more freely allowed to do. Women slowly started to gain more ground on things to do such as being guaranteed equal pay starting from the year 1872 to current present time.

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In the 1920 's, women didn’t have the right to vote, which later led to the 19th amendment that gave the women the right to vote. Females all over the world have been affected by this because they still are not treated equally even though the 19th Amendment gave them hope that will soon come into place. Women weren’t able to do many things as men such as working conditions, help out with war and vote. Therefore, women should have equal rights and not be treated differently. When it comes to higher wages women are often paid less even though they do the same work as men.

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Today, we live in a society that believes women can do anything men can do. Women can vote, work, and were granted all the same rights and freedoms as men. But, our society was not always this way.

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An Article Summary of Adrian Furnham and Twiggy Mak’s Sex-Role Stereotyping in Television Commercials: A Review and Comparison of Fourteen Studies Done on Five Continents Over 25 Years 1999 In this article Furnham and Mak have done a cross cultural study by conducting “meta analytic” review of 14 different studies about sex-role stereotyping in TV commercials in different countries and regions, done by different researchers based on the same coding scheme, which is based on McArthur and Resko’s method. By comparing current studies, and studies done over 25 years ago, Furnham and Mak argue that the sex-role stereotyping since 1970s hasn’t changed much during the course of 25 years, (Furnham and Mak 1999). Furnham and Mak however accept the problems of such comparative studies, such as equivalence of the channel, different time periods, and variations in content categories. Plus they also mentioned some other problems such as etic and emic approaches in the content analysis studies.

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The first maintains a positive approach to advertising. It is believed that the role advertising is to better organize economic and social relations, to harmonize social behaviors, to make people adhere to common values and to help them to better live together without problems. The second approach is, by contrast, rather critic, because advertising tends to generate a mass consumption. In order to adapt messages to a wider audience, introduces new, poorly differentiated, symbolic values (Friedman, 1979).

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Women’s place and role in the society is something that has been discussed and changed over time. Should their rights be the same as men’s? Should they be superior? Inferior? The world faces a dilemma on weather they should be or not equal as men.

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The 20th century saw a major increase in women’s rights, getting a step nearer to gender equality. It is defined as the act of treating men and women equally, having the same access to right and opportunities no matter the gender. Although it is not a reality in our world, we do have advanced in comparison to the last century. At the begging of the 20th century women still were considered the weak gender. Their education consisted on learning practical skills such as sewing, cooking, and using the new domestic inventions of the era; unfortunately, this “formal training offered women little advantage in the struggle for stable work at a liveable wage” (1).

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Goffman suggest that ads reflect who a person is. Each person is different from the people in media, but it can represent it to some extent as Goffman suggest. This could make a difference in society by creating preconceptions of the self in gender display. If one were to consider Goffman’s conclusion seriously, a person would reflect upon their sense of self, and realize the medias ideas on gender. But on the other hand, body language might not represent gender display, but just a way society placing meaning on it.

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Do companies create consumer demand or simply try to meet customers’ needs? I believe advertising shapes as well as mirrors society. A case in point, advertisements can shape society's perception of ‘beauty." For instance, in magazines and movies, quite often young girls strive to look-like and emulate the digitally enhanced images of women in magazines. As such, some critics argue that advertising abuses its influence on children and teenagers in particular, amongst others.

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The effect of specific audience characteristics on reactions to divergent roles in advertisements portraying women will be examined. The data were collected by personal interviews throughout the City of New York. The interviewers were trained during eight sessions conducted over a four week period. The training included instructions on general interviewing techniques, handling non-response, and role playing situations concentrating specifically on eliminating interviewer bias. A total of 435 interviews were conducted, but after editing, there were a total of 420 useable interviews.

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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

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Therefore, his term paper aims to analyze advertisements by Dove semiotically as well as to compare them, especially focusing on the depiction of women and how it changed with the launch of Dove’s ‘Campaign for Real Beauty’. Since print advertisements are the cultural material being used in this paper, the analysis will be from the author’s point of view. Nevertheless, it will be based on and supported by methods of semiotic analysis. Also some aspects of gender theory, especially stereotypical beliefs, are taken into account.

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