Advertising: The representations of women in advertising

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

Mistry says that homosexuality has been more accepting during the course of the mid-1990s, just as social normallity in contemporary society have improved due to the reduction of sexual and gender stereotypes, as shown, for instance, in LGBT in other media.

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

 In the 1940s, women were made to feel guilty by having penalties if they ever left the home without the husband's permission.

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

As a result of clothing and cosmetics in advertising, women are now sexualized and are only seen as objects to be enjoyed. There are numerous instances that support the "masculine gaze" idea.

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

In Laura Mulvey, a way of looking at and portraying women is described that sexualizes and disrespects women while elevating males.

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

Since the 1970s, women have been less objectified and more empowered as a result of the women's movement's fight for university and professional gender equality, and as a result, women's image has changed.

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?

According to Van Zoonen, sexist media representations of women were only slightly different from "new" representations of women in the 1970s and 1980s. that, although it has changed somewhat, women are still oppressed.

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

How women are "women" and "not a threat," even when they exceed their male counterparts.

8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?

The female is alluring on a sexual level, and she relishes being'sexual'. The femme fatale, according to Dyer, is a misrepresentation of women's independence.

Media Magazine: Beach Bodies v Real Women (MM54)

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

It featured a thin-looking model and declared that she was perfect.  Several others took offence because they felt that all bodies were [erfect and that anyone may visit the beach in swimwear regardless of how they looked.

2) What was the Dove Real Beauty campaign?

The Dove Real Beauty campaign, which features women of all ethnic backgrounds, ages, and body shapes, aims to boost women's and young children's self-confidence.

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

It has developed into a forum where individuals can openly express their thoughts and opinions while promoting their brands and businesses.

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

In the view of van Zoonen, it is clear that the way gender is expressed relies on our surroundings and cultural contexts.

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?

compared to today, the Protein World advertisement wouldn't have been as controversial 60 years ago. Many people are speaking out about how women should be portrayed in advertisements as feminism wins traction.