representation of woman in advertising
1) How does Mistry suggest advertising has changed since the mid-1990s?
She suggests that adverts are now using images and references to sexuality and gender that aren't so rigid and traditional (one way). This includes accepting and introducing homosexuality and gender fluidity into adverts.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
One of the main stereotypes found was the idea of masculinity being superior to femininity. However, soon after 1945 women were made to feel guilty by warnings of the 'dangerous consequences to home'. In 1950, women's magazines led to something called 'feminine mystique'. This placed more importance on housewife chores and reinforced stereotypical ideals.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
It represented women to be more 'decorative'. More people began to think that women are objects that are used to be decorated. An example of this is the perfume advert-'fair maiden'. This is further reinforced when Janice Winship claims that women are encouraged to 'use commodities to serve men', which suggests that women are simply an object of pleasure and used to sell products to male audiences, this links to the idea of the 'male gaze'.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura Mulvey was the theorist who came up with this idea in 1975. It refers to the act of depicting the world and women in the media from a masculine point of view, presenting women as objects of male pleasure.
5) How did the representation of women change in the 1970s?
From the mid-1970s there was a proliferation of distinct images that became labelled as the 'New Woman', and that were seen as representative of the 'changing reality of women's social position and of the influence of the women's movement'. The New Woman was supposed to be 'independent, confident and assertive, finding satisfaction in the world of work and recreation, seeking excitement, adventure and fulfilment.
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?
The ability of these images to undermine traditional female stereotypes is superficial according to van Zoonen because it is suggested that 'A woman should look forward to dressing for the office.', Having a job is seen merely to provide 'another happy occasion for women to dress up and present themselves.'
7) What does Barthel suggest regarding advertising and male power?
Young women in advertising now can defend the male power or keep them the way they are, posing no threat. But also with them gaining power a reassurance has to be made that no gender change has occurred.
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
The message in Figure 5 is that women can use Christian Dior make-up to make themselves sexually attractive - and that her sexuality is for her own enjoyment.
She suggests that adverts are now using images and references to sexuality and gender that aren't so rigid and traditional (one way). This includes accepting and introducing homosexuality and gender fluidity into adverts.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
One of the main stereotypes found was the idea of masculinity being superior to femininity. However, soon after 1945 women were made to feel guilty by warnings of the 'dangerous consequences to home'. In 1950, women's magazines led to something called 'feminine mystique'. This placed more importance on housewife chores and reinforced stereotypical ideals.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
It represented women to be more 'decorative'. More people began to think that women are objects that are used to be decorated. An example of this is the perfume advert-'fair maiden'. This is further reinforced when Janice Winship claims that women are encouraged to 'use commodities to serve men', which suggests that women are simply an object of pleasure and used to sell products to male audiences, this links to the idea of the 'male gaze'.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura Mulvey was the theorist who came up with this idea in 1975. It refers to the act of depicting the world and women in the media from a masculine point of view, presenting women as objects of male pleasure.
5) How did the representation of women change in the 1970s?
From the mid-1970s there was a proliferation of distinct images that became labelled as the 'New Woman', and that were seen as representative of the 'changing reality of women's social position and of the influence of the women's movement'. The New Woman was supposed to be 'independent, confident and assertive, finding satisfaction in the world of work and recreation, seeking excitement, adventure and fulfilment.
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?
The ability of these images to undermine traditional female stereotypes is superficial according to van Zoonen because it is suggested that 'A woman should look forward to dressing for the office.', Having a job is seen merely to provide 'another happy occasion for women to dress up and present themselves.'
7) What does Barthel suggest regarding advertising and male power?
Young women in advertising now can defend the male power or keep them the way they are, posing no threat. But also with them gaining power a reassurance has to be made that no gender change has occurred.
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
The message in Figure 5 is that women can use Christian Dior make-up to make themselves sexually attractive - and that her sexuality is for her own enjoyment.
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