women in advertising
1)How does Mistry suggest advertising has changed since the mid-1990s?
mistry suggests that we have moved on ,in the 90's, from an ambiguous way of advertising/representation to a more androgynous and less gender conforming one.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
-men are the only ones who can provide any sort a pleasure in a women.
- women were useless without a male figure.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
makeup and "looking nice" introduced the enhancement of a 'male gaze' and women were alot more sexualised and seen as sex objects.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura mulvey came up the idea of a 'male gaze' which suggested that women were seen purely through a sexual viewpoint to purely pleasure men.
5) How did the representation of women change in the 1970s?
women had begun to be seen as more independent, studious , intelligent however there was still an underlying theme that the male gaze still did happy as women still looked pretty and still conformed to standards that men saw as "beautiful".
6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?
van zoonen suggested that though women has a new constructed image of them being more progressive, they were still seen in a sexualised way which meant the idea of a "new women" didnt really exist.
7) What does Barthel suggest regarding advertising and male power?
male power would always be prevalent in our societies as male dominance will never faze which means advertising will not progressively improve.
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
richard dyer suggests that though women seem to be wearing makeup freely and for they're own liking, there is still an element of women being seen through a sexual light for male pleasure.
Media Magazine: Beach Bodies v Real Women (MM54)
1) What was the Protein World 'Beach Bodies' campaign?
it was of a women who had western praised beauty standards , and was wearing a yellow bikini and had the text of " are you beach body ready?"
2) Why was it controversial?
the women used to advertise only portrayed western and "normal" body and beauty standards. The advertiser lacked diversity in many different ways (skin type, body type, hair colour/type, eyes etc...)
3) What did the adverts suggest to audiences?
the advert suggested to audiences that they must look exactly like the model on the advert in order to feel beautiful, confident and beach body ready.
4) How did some audiences react?
some women took to the streets and protested in there own bikinis for the advertisers to scrap this advertisement that didn't represent women fairly
5) What was the Dove Real Beauty campaign?
this advert took the idea of a " real" women and advertised using a range of different women from different races and body types and shapes to stand confidently together in bikinis they felt comfortable in.
6) How has social media changed the way audiences can interact with advertising campaigns?
the use of social media has made it easier for people to comment freely on how they feel about certain products. They have also allowed the power for if a majority of people dont support a certain advert they are able to get the attention of advertises , through hashtags, trends etc.., and pull the adverts.
7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
Van zoonen's theory can be seen in both adverts. In the very first beach body advert this theory is most prominent as we see a model of a skinny body type blonde long beachy hair is used which is a stereotypical depiction of how women should be and look all the time in order to receive any attention or gratification Stuart halls theory is effectively seen through the audience response to this advert with the protesting etc... Van zoonens feminist theory is still seen as the women in the dove advert still have their hair done and minimal makeup on. Similar to the first advert halls theory is seen through the response of the audience which is a lot more positive and constructive.
8) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?
I definitely think that representations of women have changed in the past 60 years as there are a lot more people breaking stereotypes for women and there is a lot more acceptability and freedom for these people to do so. However the theory's of van zoonen and mulvey have slightly changed my perspective on representation as though "no makeup" is more acceptable in society and public eye there are still the majority of adverts and models, actresses which still wear makeup and still , even is subtly, wear provocative clothing.
mistry suggests that we have moved on ,in the 90's, from an ambiguous way of advertising/representation to a more androgynous and less gender conforming one.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
-men are the only ones who can provide any sort a pleasure in a women.
- women were useless without a male figure.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
makeup and "looking nice" introduced the enhancement of a 'male gaze' and women were alot more sexualised and seen as sex objects.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura mulvey came up the idea of a 'male gaze' which suggested that women were seen purely through a sexual viewpoint to purely pleasure men.
5) How did the representation of women change in the 1970s?
women had begun to be seen as more independent, studious , intelligent however there was still an underlying theme that the male gaze still did happy as women still looked pretty and still conformed to standards that men saw as "beautiful".
6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?
van zoonen suggested that though women has a new constructed image of them being more progressive, they were still seen in a sexualised way which meant the idea of a "new women" didnt really exist.
7) What does Barthel suggest regarding advertising and male power?
male power would always be prevalent in our societies as male dominance will never faze which means advertising will not progressively improve.
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
richard dyer suggests that though women seem to be wearing makeup freely and for they're own liking, there is still an element of women being seen through a sexual light for male pleasure.
Media Magazine: Beach Bodies v Real Women (MM54)
1) What was the Protein World 'Beach Bodies' campaign?
it was of a women who had western praised beauty standards , and was wearing a yellow bikini and had the text of " are you beach body ready?"
2) Why was it controversial?
the women used to advertise only portrayed western and "normal" body and beauty standards. The advertiser lacked diversity in many different ways (skin type, body type, hair colour/type, eyes etc...)
the advert suggested to audiences that they must look exactly like the model on the advert in order to feel beautiful, confident and beach body ready.
4) How did some audiences react?
some women took to the streets and protested in there own bikinis for the advertisers to scrap this advertisement that didn't represent women fairly
5) What was the Dove Real Beauty campaign?
this advert took the idea of a " real" women and advertised using a range of different women from different races and body types and shapes to stand confidently together in bikinis they felt comfortable in.
6) How has social media changed the way audiences can interact with advertising campaigns?
the use of social media has made it easier for people to comment freely on how they feel about certain products. They have also allowed the power for if a majority of people dont support a certain advert they are able to get the attention of advertises , through hashtags, trends etc.., and pull the adverts.
7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
Van zoonen's theory can be seen in both adverts. In the very first beach body advert this theory is most prominent as we see a model of a skinny body type blonde long beachy hair is used which is a stereotypical depiction of how women should be and look all the time in order to receive any attention or gratification Stuart halls theory is effectively seen through the audience response to this advert with the protesting etc... Van zoonens feminist theory is still seen as the women in the dove advert still have their hair done and minimal makeup on. Similar to the first advert halls theory is seen through the response of the audience which is a lot more positive and constructive.
8) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?
I definitely think that representations of women have changed in the past 60 years as there are a lot more people breaking stereotypes for women and there is a lot more acceptability and freedom for these people to do so. However the theory's of van zoonen and mulvey have slightly changed my perspective on representation as though "no makeup" is more acceptable in society and public eye there are still the majority of adverts and models, actresses which still wear makeup and still , even is subtly, wear provocative clothing.
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