Representations of women in advertising

 

Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising

Read these extracts from an academic essay on gender in advertising by Reena Mistry. This was originally published in full in David Gauntlett's book 'Media, Gender and Identity'. Then, answer the following questions:

1) How does Mistry suggest advertising has changed since the mid-1990s?

Mistry suggests that since the mid-1990s, advertising has become more aware of gender issues and started to reflect more diverse representations of women. This includes promoting female empowerment, and depictions of women who are more active, independent, and assertive. Advertisers also started to use a broader range of body types and appearances in their campaigns, moving away from the stereotypical, idealized images of women

2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?

In the 1940s and 1950s, advertising often reinforced traditional female stereotypes, such as women being responsible for household chores, caring for children, and supporting their husbands. Women were depicted as passive and domestic, focused on beauty and maintaining the home. These stereotypes emphasized femininity through cooking, cleaning, and being the ideal housewife.

3) How did the increasing influence of clothes and make-up change representations of women in advertising?

The increasing influence of clothes and make-up in advertising changed representations of women by emphasizing physical appearance as a key part of femininity. Women were portrayed as needing to enhance their beauty with products like clothing, cosmetics, and perfumes to meet societal standards of attractiveness. 

4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?

The theorist who introduced the concept of the "male gaze" is Laura Mulvey. The male gaze refers to the way in which visual media, including advertising, typically present women as objects of male desire. 

5) How did the representation of women change in the 1970s?

In the 1970s, the representation of women in advertising began to shift, due to the influence of the feminist movement. Advertisements started to show women as more independent, active, and assertive, moving away from the domestic and passive roles of earlier years. Women were portrayed as capable of succeeding in the workplace, showing a change in societal attitudes towards women.

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 suggests that although there were attempts to present women in more progressive and empowering roles during the 1970s and 1980s, these new representations were still largely confined to traditional gender norms. Women were still objectified and their identities were often tied to beauty and sexuality. 

7) What does Barthel suggest regarding advertising and male power?

Barthel suggests that advertising plays a key role in reinforcing male power and dominance in society. Advertising often portrays men as powerful, authoritative figures, while women are depicted in more dependent roles. This reinforces patriarchal norms and the idea that men are the primary agents of action and power, while women exist in relation to them.

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 the 'femme fatale' representation of women in advertising, such as in Christian Dior make-up campaigns, presents an image of a woman who is sexually alluring and dangerous. This representation focuses on the woman's power over men, often portraying her as both captivating and threatening. It reflects the tension between sexual empowerment and objectification.

Media Magazine: Beach Bodies v Real Women (MM54)

Now go to our Media Magazine archive and read the feature on Protein World's controversial 'Beach Bodies' marketing campaign in 2015. Read the feature and answer the questions below in the same blogpost as the questions above.

1) What was the Protein World 'Beach Bodies' campaign and why was it controversial?

The Protein World 'Beach Bodies' campaign was a marketing campaign that featured an image of a slim, toned model with the slogan "Are you beach body ready?" It was controversial because many viewers felt that it promoted an unrealistic standard of beauty, implying that only women with a certain body type were worthy of enjoying the beach. Critics argued that the ad contributed to body shaming and the marginalization of women who did not fit these narrow ideals.

2) What was the Dove Real Beauty campaign?

The Dove Real Beauty campaign, launched in 2004, challenges traditional beauty standards by featuring women of various ages, sizes, and ethnicities in its advertisements. The campaign emphasised the importance of self-esteem and body positivity, promoting the idea that beauty comes in many different forms. It aimed to encourage women to embrace their natural appearance.

3) How has social media changed the way audiences can interact with advertising campaigns? 

Social media has transformed the way audiences interact with advertising campaigns by providing a platform for users to share their opinions, criticise, or support campaigns. Brands are now more responsive to consumer feedback and can adjust their messaging accordingly.

4) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?

Van Zoonen's feminist theory suggests that media representations of gender, including in advertising, reinforce or challenge traditional gender norms. In the case of the Protein World campaign, it can be seen as reinforcing narrow standards of female beauty, while Dove's Real Beauty campaign challenges those norms by promoting diversity and inclusivity. Stuart Hall's reception theory emphasizes that audiences interpret media messages in different ways depending on their cultural context and personal experiences. Some people may interpret the Protein World campaign as motivating women to aspire to a fit, healthy body, while others may view it as harmful beauty ideals.

5) 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?

Yes, I think that representations of women in advertising have changed significantly over the last 60 years. While earlier representations often reinforced traditional gender roles, such as the domestic housewife or the passive object of male desire, more recent representations have begun to reflect a change.