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Tipalet Gender Stereotypes

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Advertising is a today's mean of mass impact on social life which exists in order to improve ratings and product sales. Despite some changes, the media image of women and men over the past decade is still limited to stereotypical representation. The stereotype of men and women forces the position of women to obey. This phenomenon can often be seen in the advertising of cigarette products in the United States. One of the brands of cigarettes with a representation of gender stereotypes in its advertisement is Tipalet. The analysis will explore the gender perspective and the semiotic approach as a way of analysing advertising.

This advertisement of Tipalet (1969) was aimed at increasing the interest of female-smokers in buying this particular brand, as well as raising the rating among male. In the 60's and 70's a variety of brands …show more content…

Like many cigarette ads, the brand imposed the view that smoking is sexy. The Tiparillo advertisements were shameless in their objectification of women, with the models showing cleavage as well as intense eye contact which attracted the viewer. These ads target youth explicitly. Though they primarily attract male including a younger generation, they also manipulate young women into believing that Tipalet cigarettes might make them look sexier and more attractive to men.In this advertisement there is a beautiful man and a beautiful woman who look at each other. A woman's gaze is directed straight at the man's eyes. The look of a man is rather gentle and shows that he is ready to obey. This can be considered a division between a man's woman, and also shows their difference in positions. Connotatively, a person is recognized with strong influence, and the woman is powerless. Thus, it forms the lower and superior state of a man and a woman. The next moment is the background of advertising, orange shades of which imply a romantic atmosphere of sunset. The next is the state of

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