1) How does Mistry suggest advertising has changed since the mid-1990s?
Mistry has suggested that advertising has changed as nowadays advertising uses a more neutral approach in terms of gender and sexual orientation. The rise in the feminist and LGBTQ+ communities becoming more prominent.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
Traditional female stereotypes such as the inferior, housewife or the seductive femme fatale. The 1950s led to the 'feminine mystique' which reinforced housewife ideals.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
Clothes and make-up in advertising had lead to a women being sexualised and solely looked at for pleasure, as objects. There are many examples which reinforce the 'male gaze' theory.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
Clothes and make-up in advertising had lead to a women being sexualised and solely looked at for pleasure, as objects. There are many examples which reinforce the 'male gaze' theory.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura Mulvey introduced this in 1975. Women are constructed under a masculine society and only purpose is for male voyeuristic pleasure
5) How did the representation of women change in the 1970s?
5) How did the representation of women change in the 1970s?
The rise of the 'new women' became prominent. This changed reality of women's social positions in society. They were accepted in society and became more independent.
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?
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 'new' representations of women in the 1970s and 1980s were marginally different from sexist representations. That women are still oppressed but moving on in a more semiological approach.
7) What does Barthel suggest regarding advertising and male power?
7) What does Barthel suggest regarding advertising and male power?
How women these days can successfully 'storm' their male counterparts, but at the end of the day they are 'still women' and therefore not a threat.
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
The female is sexually attractive and she enjoys being 'sexual'. Dyer suggests that the femme fatale is a misinterpretation of women's liberation.
Media Magazine: Beach Bodies v Real Women (MM54)
1) What was the Protein World 'Beach Bodies' campaign and why was it controversial?
Advertised on London underground and aimed to get the 'women' ready for summer. The ad featured a tanned, blonde female in a full, revealing pose.
2) What was the Dove Real Beauty campaign?
2) What was the Dove Real Beauty campaign?
Used unfiltered bodies of all shapes and sizes. Created women at a dominant position and reinforced the beauty of being natural and comfortable in your own skin.
3) How has social media changed the way audiences can interact with advertising campaigns?
Has become a platform where users can express their views and opinions freely.
4) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
Van Zoonen can be applied here as she suggests that gender is negotiated and dependent on social and cultural contexts and how gender is communicated. These campaigns have offered a male gaze even when empowering women.
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?
4) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
Van Zoonen can be applied here as she suggests that gender is negotiated and dependent on social and cultural contexts and how gender is communicated. These campaigns have offered a male gaze even when empowering women.
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?
In my opinion, I think the representations of women in advertising have changed in the last 60 years to some extent as the way women are shown are different, but they are still sexualised.
In the past (1960's) women were represented as housewives' and domestic goddesses. They were used for products for make-up, clothes, domestic products or just as models to make consumers attracted to the advert (male gaze - Mulvey). They were represented as inferior, often being sexualised, objectified and also infantilised.
However in the present, they are empowered, feeling comfortable in who and what they are and what they are wearing. They sell there body for the benefit of the product but also for audiences to look at and buy. They are still sexualised for the benefit of men but also for other women to look at so they can get the similar body style etc. as the model, so they can then have other men look at them (male gaze - Mulvey). However there sexualisation and objectification is now used as a form of superiority and dominance.
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