Abstract The essay examines three articles that deal with advertising. The paper offers a summary for each article, as well as providing the articles' main objective and a critical overview. The paper describes how the three articles are all from scholarly journals and they examine representation in advertising. The paper discusses how examining advertising as well as TV programming is important because the media influences public opinion and individual perception.
Abstract This paper takes a view at the role of the mass media and advertising in furthering the stereotypes of African-American women. It compares the general role of stereotypes in advertising in a historical context to that of present day stereotyping. It also examines the role advertising has on the public in self-propagating the stereotypes.
From the Paper:
"Women might find themselves attracted to one shade of coral lipstick rather then another. But on a deeper level, advertisements present to us a world in which we must always be conscious of being looked at, of having to abrogate who it is that we ourselves think that we are for who it is that we should be as we have been told by society/people who create the images in ads. Thus if for look at the way in which African-American women are portrayed in ads and copy of women's magazines (as well as the ways which they are made invisible) from 1950 to the present we see a number of ways in which definitions of female beauty are limited in such a way as to preclude African-American women."
Abstract This essay examines the importance of advertising in today's society and analyses the representation of gender, race and class in today's advertising. The essay argues that gender and racial inequality and stereotyping are very much present in today's advertising and furthermore that this serves advertising needs. It also argues that advertising, combined with technology is a powerful tool in maintaining consumerist culture and that many corporations depend heavily on advertising for profit. Advertising is sophisticated, very well thought through and everywhere. It directly impacts our choices and often mirrors society.
Abstract This paper examines advertising and how it impacts women in three ways: body image; sexuality; and consumer spending habits. Specifically, the writer argues that advertising has been - and continues to be - shaped by stereotypical depictions of the two genders, and that women remain faced with a popular media that glorifies unhealthy body images at the same time as it sexualizes women and impresses upon them the sense that they need to dress and act a certain way in order to be "true" women. Finally, the paper looks at how consumer advertising has placed women in a position where they are now expected to consume both like women - and like men.
Outline:
Abstract
Introduction
Advertising and women: Body image
Advertising and Women: Sexuality
Advertising and women: Debt
Conclusion
From the Paper "Advertising in America and throughout the western world impacts women in many ways - most of them negative. In the pages that follow, the impact of advertising upon women in the realms of body image, sexuality, and consumer impulses will all be discussed, with the general argument being raised that advertisers seize upon female insecurities and self-perceived inadequacies in order to make money - even if the process ends up sparking eating disorders and psychological disorders among young and old females. In the end, women need to appreciate that advertisers are not interested in social welfare but in making money - often by appealing to shop-worn notions about gender roles."
Abstract This paper briefly discusses the problematic issue of gender stereotyping on TV and states that television advertisements and programs are listed as very suggestible, persuasive elements of everyday life that do help form and strengthen gender stereotypes.
From the Paper "Images of men and women on television are often based on stereotypical roles of males and females in society. From the beginning of our lives, culture teaches us what it means to be a boy or a girl. From the color of clothes to the toys we play with, the messages start at an early age. Young people are influenced by a variety of messages to conform to a variety of expectations, to buy certain products, and to preserve a specific set of values that stress the differences between males and females."
Abstract The role of sex appeal in advertising is undeniable. Most advertisements nearly cross the line of exploiting the models to advertise a product completely unrelated to the ad. The paper shows that it seems more and more advertisers are following the route of selling sex and hoping that the product somehow weaves its way into the mind of the viewer. The paper concludes that while society has a long way to go before the psychological and sociological impacts of women's portrayal in advertising is cleaned, it is good to see that initial attempts by companies like Nike are already underway. Sex may sell, and this fact may be irrefutable, but with broad-reaching affects reaching critical mass, a shift in the presentation of sex will hopefully change in coming advertisements. The paper shows that women's empowerment will do much to shift the sociological power and will undoubtedly frame a new social standing for female role-models.
From the Paper "But sometimes the advertiser does not go so far as to destroy the societal role of women to further advance their product. A print ad by sketchers featuring singer Carrie Underwood shows her in what appears to be a shoe store as she gasps while five attractive 'shoe salesmen' crowd around her, clutching Sketchers brand shoes. There's a clear sociological shift of power depicted in this ad, but it does still play into stereotypes that society possesses. Rather than being a passive object of pleasure, the woman becomes actively pursued by the men in the ad. The power, then, falls to the woman who may then choose which of her pursuers - and, of course, which shoe - she will take. "
Abstract This essay looks at advertising and the way race and gender are represented in today's ads. The essay argues that gender and racial inequality and stereotyping are very much present in advertising today and that this furthermore serves the advertising needs. The essay also looks at how advertising directly influences what we see in the media and how advertisers only goal is profit making which is best served by the consumerist culture we live in today.
From the Paper "Advertising is very important in today's society and have been for over 30 years, if only simply because it cannot be avoided. Ads are a major part of mass media and the mass media has a great advantage of being able to reach a large number of people in a very short time. In large industrial societies media takes on a mass scale so that television, radio, newspapers, magazines and now the Internet link tens of millions of people, and influence the way they think and spend their time and money."
Abstract Advertising in politics has changed very little over hundreds of years in terms of content although it has evolved dramatically in form with the advent of television. The paper shows that common ploys used by political advertisers appeal to the irrational emotional aspect of an individual priming stereotypes and with the advent of television, powerful visual grammar that sends messages more vividly. The paper argues that to counteract these ploys, an individual must become actively involved in critiquing the advertisements and exercise due diligence in selecting political candidates based on facts.
From the Paper "The most recent elections concluded in November 2004 is a vivid example of advertising in politics. From the alleged revelation of George W. Bush's military records to the Swift Boat veterans' advertisement against presidential candidate John Kerry, it is hard to deny their influence in shaping the overall outcome of the elections. How are these advertisements so effective in rallying or turning away voters and swaying undecided ones? Advertising in politics has taken its familiar form over the course of hundreds of years. It is not surprising that even before the advent of television the same tactics have been used to appeal to the most basal of human prejudices quite effectively. It was not a matter of presenting the absolute truth that was a politician's strength, but rather how he projected himself in contrast to his opponents."
Abstract This paper compares two advertisements, those for (Item A) VO5 brand Power! Control Styling Gel and (Item B) the fragrance Goddess by Kimora Lee Simmons. This paper compares these particular advertisements due to their target audience, stereotypes portrayed, modern popular culture, traditional culture and the desires and beliefs of Western culture. This paper argues that, despite superficial similarities in the advertisements, closer examination reveals considerable differences between the two particularly in terms of appeal and target audience.
Abstract This paper examines how it is an undeniable fact that young children and adolescents and adults alike are being exposed today to what is known as blatant sexist advertising, in the form of the commercials that are aired on television and also through other media. It attempts to analyze the harm that such advertisements cause in the minds of these young children and how it impacts them in their behavioral patterns.
From the Paper "Today, it is an undeniable fact that advertising has increased in various forms, everywhere, and in direct proportion, controversial advertising has also increased, leading one to fear for the mental safety and health of the children of the nation, and others who can be easily influenced by external factors. Perhaps the reason for the increased advertising is that today, society has become more complex than it ever was, and has also, an increased awareness of the harmful effects of advertising certain products on general media, and also the need for advertisers to cut through the so called 'clutter' that other advertisers have created, in advertising their products."
Abstract This paper discusses the powerful and persuasive nature of advertising and how it is utilized as a tool to impact and objectify messages and media influences throughout various cultures. The paper particularly focuses on the effect that advertisements have on appearance anxiety, especially within the adolescent female population and discusses the reasons for its impact.
From the Paper "Gender is predominantly linked to the female population when it comes to body dissatisfaction, particularly adolescent females because so much of their identity is tied to their physical attributes, or lack thereof (Green, 2003). Research reveals that women far outweigh men in terms of lower body dissatisfaction and media pressures confirm their anxieties (Dittmar, et al, 2004). Studies reveal that women have a higher dissatisfaction in specific areas such as hips, thigh, body fatness and weight (Russell & Cox, 2003). Women's tendencies are to continually compare their own body images to other women as a means of self assessment, typically ending in body dissatisfaction (Tiggemann, et al, 2004). The physical changes are evident in both girls and boys reaching puberty with opposite results inferred for girls who increase their body fat and boys who decrease their body fat and increase muscle tone (Davison & McCabe, 2006)."
Abstract This paper takes a look at the art of advertising and the role that text plays in the advert. The paper focuses specifically on a Volvo advert, which profoundly illustrates the interaction between text and image to convey a message. The paper further discusses the issues of subcultures and the portrayal of subcultural issues in this advert and the media.
From the Paper "In examining the range of readings that the text generates across an audience, it becomes obvious that, especially when the ad is shown to people outside of the subculture towards which it was initially aimed, even this small amount of text can be interpreted in many ways, and it can impact the reader in a multitude of ways. For some readers, the text serves to clarify the sexual reference in the image. For others, it clarifies another non-sexual interpretation of the image. Other readers are confused by the text and do not find it to clarify the message of the ad at all, while others believe the text was only included to help less witty readers get the joke. For certain readers, the smaller text has a significant impact on the message of the advertisements, while other readers ignore it completely. The following examples of reactions from different readers show the wide range of readings possible for this small amount of text."
Abstract This study investigates media stereotyping of American First Ladies Laura Welch Bush and Hillary Rodham Clinton principally using quantitative and qualitative content analysis. The research explores the amount and qualities of "Time" magazine's news coverage during their husband's first terms of office to establish, (i) who between Mrs. Clinton and Mrs. Bush is framed as most often politically active and (ii) who between them is more negatively stereotyped. Hypotheses predict that the most politically active First Lady will attract more media coverage and more negative stereotypes. Both hypotheses were supported by the research, which indicate that Hillary Clinton was framed both as the most politically active and negatively stereotyped of the two.
Table of COntents
I.Introduction
Etymology of Stereotypes Scholarship on Gender Stereotypes Stereotypes & America's First Ladies
II.The First Lady in American History
Early Interest in First Ladies
Scholarship Since the 1980s
Hillary Clinton & Laura Bush
III.Methodology
Data Collection
Setting
Coding
IV.Findings
V.Discussion and Conclusion
From the Paper "Across the globe, women are poorly represented in many facets of life - economic, political and scientific - despite the fact that they constitute the majority of the world's population. For example, females represent only about three per cent of all historical figures in Western civilization (Catell, 1903; Eisenstadt, 1978). In addition, only about one per cent of the notable contributors to science and technology are female (Simonton, 1991a)."
Abstract This paper discusses the issue of stereotypes. It describes stereotypes as the exaggeration or over-generalization of certain trends. The paper explains that both the holder of the stereotype and the subject of the stereotype may be hurt by the stereotype. The author mentions that the use of stereotypes may hinder people from gaining actual knowledge about other societies. For example, the author describes the issues of personal distance in conversations in different communities, explaining that different societies have different rules regarding personal space and touching during regular communication.
From the Paper "Stereotypes are limited views of a group or type of people that is based on information that is not correct because it is oversimplified, incomplete, or distorted. No one is immune to the effects of stereotypes, and every person will inevitably experience the holding and receiving end of this harmful social phenomenon. Stereotypes may be based on race, ethnicity, gender, sexual orientation, age, physical appearance, level of education, socioeconomic class, and many other factors. Stereotypes are a major contributing factor to the judgments each person will make about another person or group of people. In order to make the most accurate judgments in every situation, the presence of stereotypes must be addressed, discussed, and dispelled."
Abstract This paper explores the factors influencing gender stereotyping in five-year-old subject Hadley. It includes an overview of the psychological literature pertaining to said stereotyping, a transcript of the interview with Hadley, and an analysis of the interview in the context of adherence to stereotypes.
Outline
Introduction
Method
Results
Overview of Results
Discussion
Sources
From the Paper "Many studies document the adherence of young children to gender stereotypes (Berk, Textbook, 521). Even children only eighteen months old display some implicit knowledge of gender stereotypes (Berk, 521). By two years, these stereotypes often become deeply ingrained as a component of gender identity (Kuhn, et al., 1978). As children reach ages where beliefs can be more reliably measured, stereotyping emerges as an exceptionally clear component of the social maturing process. In late childhood, some stereotypes become more firmly implanted, while others appear to weaken (Garret and Ein, 1977; Etaugh and Duits, 1990). While these processes clearly undergo fluctuations and shifts in emphasis, gender stereotyping undoubtedly constitutes a major aspect of normal development, and a significant portion of this development includes increased sensitivity toward the symbolic nature of the world, including toward the importance of color."
