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Advertising and gender
Masculinity and femininity in advertisements
Advertising and gender
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More handpicked essays just for you.
Advertising and gender
Masculinity and femininity in advertisements
Advertising and gender
Don’t take our word for it - see why 10 million students trust us with their essay needs.
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.
On the day January 30, 1882, a young boy was born who would live on to become the 32nd president of the United States. Franklin D. Roosevelt has had numerous actions in his life, the most important were his World War II accomplishments, his actions while he was president, and his help in the great depression. Franklin Roosevelt was elected as president in 1932. His most illustrious competitor was Herbert Hoover, the 31st president. Hoover left his presidency and his country in an economic slump also known as the Great Depression.
In terms of American history, the early United States was colonized by advertisers from the late 1600s to the 1700s. It was settled largely by major trading companies that hoped to profit from the riches of the natural resources of a new territory. These companies used advertisements to “urge the poor, weary, downtrodden classes of London and other overcrowded ports” to pursue the "land of opportunity. " As the country grew, the predominant use of advertising was to sell goods such as tobacco and timber. The primary medium of advertising was the newspaper.
One big impact that happened in the 1920s was the economy, specifically advertising. Some advertising included radio stations such as KDKA which sold air time to companies to advertise services or products to consumers listening, the Gossip Column created by Walter Winchell which used political connection and rumors to draw attention and interest, or tabloids which appealed to people with celebrity stories or crimes. In addition to advertising, people started to use installment buying, which is when someone buys a product and pays it off over time. This form of payment was good for the economy because it fueled the economy and created a demand for more products. Since installment buying created a demand for products, car manufacturers had
Modern day America is an economic superpower. However, one and a half centuries ago, this was not the case. In the late 1800’s there was a large boom in terms of population and industrialization in the United States. From this stemmed many new technological innovations, innovations which could be applied to the creation of alluring products for the masses. This led to the rise of a prominent American consumer culture, which was a driving force in the great economic growth of the Gilded Age.
Notions such as “sex sells” are not necessary true, for the observers recognize the damaging images in which women are portrayed. Advertisements that depict possessive and violent men toward women are should not be selling. For example, “no”does not mean “convince me”, when taken otherwise may lead to sexual abuse. Despite that both genders can be objectified, it is women who are more at risk due to the already established idea that women are more vulnerable.
By 1950, television already proved a crucial part to American society. Resulting in the ending of WWII, production and sales of the television boomed, sending it straight into the homes of over 55 million Americans. As the economy prospered and prices dropped, the television became an even more pivotal part to almost every American life. As no other informational sources had ever proved as effective as the television, the results in American society were astounding. In reaction to such an influential medium of information, large marketing companies used a variety of schemes to appeal to all aspects of society, politics utilized their new source of penetration into American life, and regional barriers became irrelevant and unrecognizable.
Consequently, she would likely challenge Cox’s description of the role that women played as the subject of advertisements in the 1920s as nothing more than objects whose sole purpose is to be beautiful. She would be more prone to state that instead of this harsh and objectifying image set forth in Cox’s narrative, women as subjects in advertisements during this time period were “the visual representation of a modern cultural consciousness that defined the 1920s” (Rabinovitch-Fox, 374). This is a very drastic contrast to what has been the narrative thus far regarding women’s status in society through the lens of the advertising companies. These companies have either been demeaning them as nothing more than housewives by pandering to that notion in their radio programming or outright objectifying women completely when they make them the subject of an
This document is the fifth chapter of “The Gender and Consumer Culture Reader” edited by Jennifer Scanlon. The paper presents an advertisement of the penthouse apartment by detailing the features, materials, and designs of the apartment’s interior. Playboy magazine's initial achievement was predicated upon the distinct promotion of producing the persona of unique audience so-called the playboy, with specific ways of life and taste. In the meantime, it promoted the value of male's cooperation in the pursuit of pleasure of connoisseurs in post-war consumerism by adjusting consumers seek for sexuality as intrinsic part of masculinity. To comprehend the inceptions of the playboy persona, it is significant to acknowledge the historical setting of the beginning of Playboy.
In Beauty (Re)discovers the Male Body, Susan Bordo confers over the male body and its impression on society and in the model industry, additionally how its discernment diverges from women. Bordo references her first male underwear advertisement where she spiels how the ad itself was distressing for herself and the model. She gabs on the guess that he was trying to be observed as one kind of man though tittering with the contrasting type. Thereafter, she alludes to the film The Full Monty where a group ex-metalworkers compose a strip show where women judge men faultlessly how women are judge even when unexposed. Ergo, she begins making mention of how male ads are assumed to appeal both heterosexual and homosexual males to represent and intrigued
If a man was portrayed in the way Kate Upton was in the commercial, (selling a product via sexual themes) it would be completely absurd, and seen as “funny,” which is a more appropriate marketing strategy. So why is it that when women are put in skimpy clothing, mimicking sexual actions while eating a hamburger, it is “sexy,” but when a man does the same thing it is comical? The explanation is simple; men have never in history experienced being the subjects of an oppressive society, where they are worshipped merely for their physical appearance, so by doing this, it is seen as “feminine.” The objectification of women in this commercial is showing that it is
The Web Essay on the Male Gaze by the authors Thomas Streeter, Nicole Hintlian, Samantha Chipetz, and Susanna Callender, on the University of Vermont website, discusses the exploitation of the male gaze in advertising, and provides several convincing examples to explain its impact on women. The male gaze has been a long tradition in western art, which presents women as objects to be viewed by male viewers. This tradition continues in modern advertising and the omnipresence of this tradition has made it so that "Women watch themselves being looked at" (Berger, 1973, p.47).
This advertisement includes four men and one woman who are all wearing Dolce and Gabbana clothes. Two of the men are shirtless with oiled bodies, showing off their muscular body type, which is considered to be the ideal male body type. This causes the men viewing the advertisement wanting to be like them. Beauty standards are just as important in the male society as the female society, just that it is more emphasized in the female society.
This construction of femininity was only made possible due to the belief that women were “nothing but creatures of a male power-fantasy”, and as a result of being a residual category of masculinity. (Chizuko cited in Calichman, 2005) In the past, women have been depicted as queens of domesticity with the kitchen as their realm; today, a new form of representation is seen in the sexualized woman who is an object for the male gaze. In a comparative study of women’s portrayals in Chinese and U.S. advertising, Griffin, Viswanath and Schwartz (1994, cited in Frith, Cheng and Shaw, 2004) found that many of the Western advertising conventions and poses for women were being transferred across cultures, with models adopting poses and displays that conformed
The advertisement shows that women are silenced, because they have no say, in this particular example, it shows how man fully controls sexual life between man and woman. It gives the viewers feeling that women are there to satisfy men’s need, therefore only intimate parts are necessary, such as breast and lower body. It pictures women as less important and not as smart as man is. It almost gives a feeling that women’s brain is useless. The image also reveals emotional dependence on man.