Abstract This essay will seek to define how advertising in Western society exploits women for the sake of selling products. The objective is to demonstrate how print advertisements make this phenomenon transparently clear. There are certain stereotypical portrayals of women in advertisements. These are designed to sell products as well as to send certain values to the culture. The paper will argue that capitalism, which is the buffer to the advertising industry, needs to define and control the desires of its consumers. Thus, the focus will be on how certain cultural values, on which capitalism is built, need to be taught to the consumers of the society. Advertisers, therefore, need to shape as well as attract the tastes of consumers. Advertisements that include women, in other words, reinforce and justify the cultural values of female subservience -- a subservience that capitalism demands.
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 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 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 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 essay examines how advertising exploits women for the sake of selling products. There are certain stereotypical portrayals of women in advertisements. These are designed to sell products as well as to send certain values to the culture. In many respects, this is about how capitalism, which is the buffer to the advertising industry, needs to define and control the desires of its consumers.
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."
This paper is an analysis of the portrayal of women's image in magazine advertisements in the United Arab Emirates (UAE), as based on a content analysis of the literature and on a convenience sample survey of 50 female students.
Abstract This paper states that the the main purpose of this study is to determine the characteristics of women's image in advertisements' contents as depicted in the most widely circulated Arab women magazines in the United Arab Emirates (UAE) and to identify the effect of such contents in formulating the societal image of women. The study also examines how women feel about the presented image of women in advertising. The author points out that, in the UAE, women not only are gaining ground in workforce participation but also are filling positions once held primarily by men; however, this is not always reflected in ads. The paper indicates that the majority of female students felt that the relationship between the woman's image in published advertisements and society's view towards her is a highly positive one. The paper includes the data generated by the survey and several figures, tables and quotations.
Table of Contents:
Introduction
Introduction
Need for the Study
Purpose of the Study
Research Questions
Procedures
Research Hypotheses
Review of Literature
Background and Overview
United Arab Emirates Today
The Impact of Advertisement The Importance of the Visual Image in Advertisements The Women's Image in the Visual Advertisements Depiction of Women in Magazine Advertisements Methodology
Sample
Instrumentation
Data Collection Procedures
Results
Data Analysis
Discussion and Conclusion
Discussion of Results
Recommendations
Questionnaire
From the Paper "Arab information media have by and large been established on a weak economic base throughout the Middle East. For example, Arab newspapers were introduced when national incomes and populations were small, and the literacy rates were low; as a result, both advertising revenues and mass-circulation sales (the two primary sources of commercial newspaper income elsewhere), were restricted. Even after World War II, as the Arab economies enjoyed a new level of prosperity, advertising remained sufficiently insignificant to most Arab businessmen, and did not appear to represent a viable avenue of revenue-generation in the modest-circulation press, to enable newspaper publishers to generate many advertisements in the first place."
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 The writer of this paper details the symptoms as well as the media's contribution to body dysmorphic disorder, also known as distorted body image. Body dysmorphic disorder has become a tremendous problem in today's society due to the barrage of negative messages sent to women by the media. This paper discusses the effect of the media, in all its forms - television, radio, print advertising, internet, etc., which has an enormous influence on what people deem as attractive in today's society. The unnecessary emphasis the media places on appearance tends to adversely affect the mental and physical health of those it comes in contact with. Body dysmorphic disorder can lead to damaged self-esteem, depression, and eating disorders such as anorexia and bulimia. This paper details the manner in which advertisers place heavy emphasis on physical appearance as a means of selling products. Too often in doing so, unnecessary pressure is placed on women to conform to unrealistic and oftentimes, unhealthy standards of beauty.
From the Paper "Women want someone they can relate to. The Body Shop, a supplier of natural beauty products, offered a much-needed change from the typical message provided by advertisers; "There are three billion women who don't look like supermodels, and only eight who do. The Australian magazine New Woman included a picture of a heavy-set model on its cover recently. This action produced a lot of positive comments from the magazine's female readers. Despite this fact, advertisers threatened to pull their sponsorship. This shows that advertisers know what they are doing when they include a woman whose body is unattainable to society at large."
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 This paper focuses on the representations of women's body image in the media and asks how these representations affect women's self-image and behavior.
From the Paper "The images of the media surround us constantly. According to Peach (1998): "We are exposed to over 2,000 ads a day, constituting perhaps the most powerful educational force in society. The average adult will spend one and a half years of his/her life watching television commercials". (p. 128). Leafing through the morning paper we unconsciously take in adverts and photographs. Going to work we pass billboards, signs on bus stations and busses, company logo's on clothing and merchandise. At home relaxing in front of the television we are bombarded by images. What are the main messages that are conveyed by this unstoppable deluge of the media?"
Abstract This study uses a social comparison theory as the primary basis for its exploration of body perception in advertising, affects of advertising on self-esteem, and purchase decisions. It explores the theoretical basis of the negative effect and how exposure to highly attractive models (HAMs) affects the intention to buy a beauty product in women with a low opinion of their own body image.
Table of Contents:
Introduction
Background of Study
Research Problem
Objectives Of The Study
Research Questions
Significance Of The Study
Theoretical Background
Hypotheses
Conceptual Framework for Methodology
Conclusion
From the Paper "It is important to note that social and clinical research studies over the years have given definite conclusions that show the relation to and affect of media exposure and its representation of the thin body-image as ideal in relation to a negative affect on the women's self-image and lead to body dissatisfaction (Groesz, Levine, & Murnen, 2002). The conclusions and results show that the most common effects of this "thin" ideal body-image is to do with self-image and body unhappiness (e.g., Harrison & Cantor, 1997; Heinberg, Thompson, & Stormer, 1995). Other research into the concept of thin as ideal has demonstrated inconsistent, minimal or no association whatsoever between the two phenomenon (e.g., Champion & Furnham, 1999; e.g., Cash, Cash, & Butters, 1983; Irving, 1990)!"
Abstract The paper discusses the purpose and effects of advertisements and commercials on children, teenagers and women. The paper explains how the media causes women and teenagers to be dissatisfied with their bodies which leads to serious problems, such as eating disorders. The paper suggests that education is the key to being aware of the danger of advertisements.
Outline:
The Purpose of Advertisements The Media's Effect on Women Solutions to the Thinness Model
From the Paper "The advertisement business makes approximately a billion dollars each year. Children, teenagers, and adults are affected by different types of media including television, magazines, videos, and musicians. Many ads are designed to catch the attention of children, teenagers, and women. Often women are willing to do whatever is necessary to gain the look of these models. The media models of thinness causes people to view women's bodies as sexual objects and this model of thinness often lead children, teenagers, and women to be dissatisfied with their bodies or develop eating disorders."
Abstract This paper examines how the use of female images in the media and particularly in advertising has become a contentious issue in recent years and how numerous studies and articles have been written on the subject. There is a general consensus among academics and researchers that the manner in which advertising uses female images has a profound affect on society in general and the individual consumer. However, whether this effect is entirely negative or positive is a question that is at issue. One of the intentions of the present study is to present these views against the background of the history and function of advertising. A central purpose of this dissertation is to examine the implications surrounding the usage of female imagery in advertising. The implications in both a social and psychological sense are examined in-depth. The study also takes cognizance of the various views and opinions of various aspects of this subject. The overall intention of the study is to present a clear overview and analysis of the historical and contemporary reality of the use of female images in the advertising industry.
Outline
Introduction and History of Advertising The Function and Functioning of Advertising Implications: Society and Advertising Implications: Psychology and Advertising Conclusion and Summation
From the Paper "Advertising is an integral part of our social and economic systems. In our complex society, advertising has evolved into a vital communications system for both consumers and businesses. The concepts of buying and consuming have been around since time immemorial and the fact that much of life focuses in this commonplace arena, makes advertising a fascinating subject for anyone who is interested in how people cope with everyday existence. In ancient times 'persuasion through communication' was mainly by word of mouth, yet commercial messages were found in the ruins of Pompeii, a town that was founded in the 7th century BC by the Osci, a people of central Italy."
