Abstract This paper looks at the stereotypical roles depicted by advertising, particularly focusing on the portrayal of women, but also looking at advertisers' general use of American values, norms, and institutions to influence the consumer.
From the Paper "The oppression of females in advertising in our society is a complex collection of institutions, status, roles, values, and norms, and the best way to understand and learn about them is through the use of cultural artifacts. These can be anything from music to art to literature, or as in the example of this discussion, the modern day creation of advertisement in mass media. As Homo Sapiens moved from the hunter - gatherer way of life to industrial society, it was necessary to construct a framework for living so that such a concentrated number of people could exist together. This framework has come to consist of a myriad of expectations based on values and norms in the form of roles status and institutions. Desirable behavior is sought by people throughout the country based on how one is brought up and the expectations one is bombarded with on a daily basis. These expectations are reflected in every part of our culture and are used by people so as to know how to act in any given situation. The main examples are the family, education, health and medicine, religion, and the law."
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 paper studies the inaccurate and sexist ways in which women are portrayed in advertising -- most often either as completely domesticated (housewives) or completely sexualized. The author explains that while television programs often now depict women in their professional capacity, the advertising industry is still based on a patriarchal ideology, which inaccurately portrays women. The paper studies the effect of this portrayal on women, men and society as a whole, and makes suggestions to rectify the inaccuracies.
From the Paper "Even more harmful than the stereotyping of women through advertising is their portrayal in pornographically explicit material. There has been a vast increase of such material in both the television and print media. The women that are part of this industry earn a substantial income from it. However, the effects upon society are far more harmful than they are beneficial. The trivialization and objectification of women in this way has led to a large extent to minor and major sex crimes such as rape and coersion to have sex. Harrassment and and traditional views of sex roles are also a consequence of the deliberately degrading function of stereotypical images in pornographic material. Women are normally shown to be passive and submissive in the sex act, while males are active."
Abstract This paper discusses how the differences between the advertising of the 1920s and today are substantial. The advertising of that time was less sophisticated. Products were sold based on their perceived values and usefulness, not simply on sex appeal. The paper further discusses that it is not to say that sex appeal was ignored; products aimed at women often advertised how appealing they would make women feel, or how they would make women appear to men. Coca-Cola and Palmolive soap are products that demonstrate the changes that have taken place in advertising, both in the purpose of advertising and the images associated with it.
From the Paper "The decade of the 1920s was an era of rapid change. Women scandalized their men as their hemlines rose steadily, reaching the mid-20s "flapper" styles; makeup became popular; and their hairstyles got shorter. Men's fashions became more conservative and geared toward the comfort of the wearer. "Convenience" became the watchword of the day, whether related to clothing, chores, travel, or communication. Almost overnight, the world became a different place, in large part thanks to advertising. Cultural Overview The world was a rapidly changing place in the decade of the "Roaring Twenties." This decade came on the heels of the Progressive Era, which had run out of steam by the beginning of that decade (Miller, 2003, p. 13). "
Abstract In this study, the writer examines cigarette advertisements that are aimed at women. The writer argues that the advertisements represent harmful speech and should not have First Amendment protection. The writer looks at the move in the 1990's against cigarette advertising and discusses consumer needs rather than the needs of big business.
From the Paper "The purpose of this research is to examine the proposition that cigarette advertisements aimed towards women are in violation of the First Amendment. The plan of the research will be to show that the ads represent an instance of harmful speech and that as such, they are in direct violation of the First Amendment guarantee to be protected from such speech."
This paper reviews and analyzes the article "Sex, Lies & Advertising" written by author and feminist Gloria Steinem which focuses on the impact of advertisers in the media.
Abstract This paper discusses Steinem's article in which the author and feminist gives a detailed account of how advertising dollars dictate the ads as well as the editorial content in "Ms. Magazine." This paper discusses the actions taken by advertisers such as Revlon and Clairol when their demands regarding editorial content aimed at promoting their products were not met. One example in Steinem's article cited that Clairol withdrew its advertising support after "Ms. Magazine" published an article on the hazards of carcinogens in hair dyes. This paper analyzes how diversity in the field of advertising is seen as a direct threat to reaching a primarily white audience. This paper also examines Steinem's regret in using her publication to sell products that may not be in the best interest of women by citing the financial necessity in doing so.
From the Paper "Does consumer power really drive what types of ads are run in magazines? According to Steinem, this is not necessarily the case. Although her magazine had presented ample evidence to advertisers that women are decision makers in purchases involving automobiles, consumer electronics such as sound equipment, VCS, and computers and office equipment, the publication had a really hard time obtaining advertisements for these types of products. One of the reasons given is that the advertising industry lags consumer reality. Where women may once have turned to their significant others to help them make their decisions, they now increasingly rely on their own judgment. But, the old perceptions remain ingrained in advertising executives. And, Stinem states that acceptance of products by women is viewed as a threat to the perceptions of the products by males."
Tags:women, advertising, media, ms., magazine, feminism, ethics, finance, business
Abstract This paper examines advertising and the art of persuasion used in the Molson Beer advertisement "I am Canadian". It asserts that beer advertisements typically employ a marketing campaign that uses sexual innuendo, such as pretty girls to sell their products. It points out however, that the Molson beer ad uses a different mechanism, which centers on nationalism and cultural determinism, rather than on the common persuasive tool of sex to market the product. The paper concludes that the ad's strong emotional appeal, embedded within a social and cultural context, makes for extremely unique and effective advertising.
Outline:
Introduction
Defining the Target Audiences
Molson Beer Advertisement: Style, Appeal, and Strategy
Relationship Between Verbal and Visual Content
Meaning and Value in the "I Am a Canadian" Ad
Prevalent Symbols Displayed in the Ad
The Role of the Molson Ad
Emotional and Intellectual Appeal of the Ad
Crucial Aspects of the Molson Canadian Advertisement Building Relationships and Trust with the Consumer
Is the Ad Memorable?
From the Paper "The Molson ad was in the form of a rant, which added to its overall success. The verbal style of the ad was to outline some of the major facets of Canadian culture and present them as something that individuals should feel proud of. It is interesting to note that the ad also focused on stereotypes of Canadians by Americans, and focused on dispelling some of these myths. There was also, the presentation of issues surrounding American lifestyle, and a comparison of how Canadians supposedly completed these actions differently and more effectively. Lines like "I believe in peace keeping, NOT policing. DIVERSITY, NOT assimilation", posit to the fact that the ad was trying to show the clear difference between the two cultures and was trying to evoke a sense of national pride with these statements."
Abstract The issue of gender images is very closely connected to how socially imposed structures try to relegate women to a certain sphere. Indeed, in our society, certain imposed structures assault women and try to disempower them. This process is especially carried out by the media. That is why in order to help empower women, it is crucial to gauge how mass media works against them. Indeed, we cannot study women's issues without ascertaining how media shapes social values. 11 pgs. 13 f/c. 7b.
Abstract This paper discusses women's rights in general and gives a more detailed study of the history of society's general reaction to women's involvement in sport. It continues to discuss reformations made to legislation, namely Title IX and the effect on sportswomen. The author also explores the far-reaching effects of advertising and the recent evolution of women in sport.
From the Paper "However, women's stature in sports has grown. For instance, in 1966, the first women who ran the Boston Marathon finished more than thirty minutes behind the top male finishers, although today, that time difference has shrunk to fifteen minutes. We now expect women to be high-performing athletes, not just trailblazers. In the 1990's, soccer attracted more women players, and the attendance at the 1999 Women's World Cup topped that of the 1998 Men's World Cup. In 1997, the U.S. Women's National Basketball Association made its debut, while in Canada women's rugby became suddenly popular, with an estimated 46,000 players. The yachting world was revolutionized when Dawn Riley became the first woman in the 148-year history of the America's Cup to manage her own yacht-racing syndicate."
This paper discusses the distorted image of women based on the unrealistic portrayal of women in popular culture as depicted in fashion magazines and advertisements.
3,600 words (approx. 14.4 pages), 16 sources, 2005, $ 142.95
Abstract This paper reviews the troubling issue of eating disorders and low self-image among women who are constantly inundated with unrealistic portrayals of 'western' beauty in popular culture. The author points out the dynamic nature of the 'ideal female form' over time. The paper explores the effects of this western image upon non-western cultures that have been inundated with western advertising in the global age.
From the Paper "The issue of how women are portrayed in the mass-media of contemporary society is an exceedingly interesting one; it is also vitally important. For the professional anthropologist, understanding this complex phenomenon is a major first step towards understanding the gender stereotypes and assumptions that have, in large measure, defined our society. Put another way, to understand the treatment of women in popular magazines and advertisements is to understand their treatment in our homes, offices and even schools. This paper will examine how the 'ideal female form' - at least as it is depicted in our popular culture - vitiates the health of women, re-affirms traditional gender roles, and impresses upon non-western cultures a western conception of female physical beauty that is inherently unhealthy. To buttress this contention, a number of steps are obviously in order."
Abstract The writer looks at overt and covert advertising in order to give the reader a solid understanding of the basic theories that are used to sell products. The writer talks about the different places that new forms of advertising have been tested and show how these are used successfully to entice people to buy a specific product. According to this paper, sex is used in almost every type of advertising and its effect on today's youth is immense. The use of sex in advertising is not new, but the overt nature of it is, something, that this writer feels has now take on a life of its own and is having a negative affect on many people's self-image. The role of sex in today's society and as a result its influence on today's younger generation, is the message that this writer is trying to communicate.
From the Paper "Advertisers will embed the word, ?sex,? in a magazine picture that is not perceived by the human eye or will superimpose pictures of sexual objects on objects like ice cubes and it is not noticed until this is pointed out to people, they will not perceive this either. (Key 9 ? 12)
Whether or not subliminal advertising works is still a matter of debate.
Should sex be used in advertising? No! CNBC had run an ad that showed scantily dressed women, an ad for a topless club."
Abstract This paper explains that the roles that people play in society are dynamic and evolve all the time. The writer asserts that there is not one particular role that can be attributed to women and women adapt with the times, with their position in society adapting accordingly. This paper looks at issues such as media, advertising, business culture and the movie industry which help society mold their opinions about what a woman's place in society should be.
From the Paper "The movie industry tends to lag behind society's changes. Women entered the workforce long before they were portrayed as wage earners on the silver screen. This may have been due to a romantic notion of holding on to the past, or it may have been an acceptance issue. Although the roles women play change frequently, only cemented roles tend to be portrayed in movies unless there is an underlying need to develop the storyline around a non-traditional woman. As avant garde as the image of the movie industry is, this seem to be an area of conflict. Or maybe they are just as unbalanced by the constantly changing roles of women as any other sector of our culture. If the movie industry shadows the roles of society, what roles will we see emerge in films over the next decade? To ascertain this shift we should look at the one area of our society where women are assuming more varied and more non-traditional roles - the workplace."
Abstract This paper introduces, discusses, and analyzea the topic of advertising on cable television. Specifically it analyzes several programs on BBC America during aired the afternoon lineup. The paper looks at how BBC America markets to an "upscale decision-makers, travelers, and early adopters," and their advertising reflects this. The paper specifically examines BBC America's target audience and the advertising categories under which the target audience's interests fall.
From the Paper "As with most networks, many of BBC America's advertisements, especially in the afternoon daypart, are ads featuring their own programming. They often run promos for their news shows, and run crawlers with some of the latest headlines to be featured on the next news show. They are also promoting shows like Robin Hood and MI-5 quite heavily right now, along with some of their old standbys, like Ramsey's Kitchen Nightmares. During the afternoon, it seems more of these internal advertisements show up, which makes sense, since many advertisers would rather have their ads run during the prime time viewing times, gathering more of an audience for their products. They also run small advertisements along the bottom of the first few minutes of a show after a commercial break, adding additional messages for their own programming to capture viewers."
Abstract This paper analyzes and examines the issue of women and dieting. In Part II it discusses how women have come to perceive themselves as sex objects. Part III examines the various eating disorders and diets women follow to attain this perfect body image. Part IV outlines ways in which women are now finally coming to terms with reality and the fact that women do not and cannot all be carbon copies of what they see in magazines, movies, newspapers, and television.
From the Paper "The idealized female body as seen in the media is tall, toned, and thin. Women who are thin are seen as "in control" and exude power and self-confidence whereas overweight women are seen as lazy and lacking self-discipline. What most individuals overlook is the fact that advertising and media use many different techniques to create perfect images of female beauty. For example, we do not see the body doubles and computer retouching used to manipulate images. In reality, most women portrayed as sex objects in the media do not look that way in everyday, normal life."
Abstract This paper analyzes the arguments of two advertisements, one for Wendy's and the other for Dockers. The arguments are broken down using a Toulmin argument analysis, describing how the ads speak to different audiences but convey distinctly American warrants and supports.
From the Paper "Jack Solomon claims that different advertisements may express different things dependent on their target audience, but because he insists they all speak to something primarily American in meaning or belief. If we look at two ..."
