representation of women in adverts

ACADEMIC READING

1. Mistry states that advertising has changed  in the aspect of advertising  increasing employed images in which the gender and sexual
orientation of the subject(s) are markedly (and purposefully) ambiguous.


2.There were stereotypes that women have to do be a ideal women in society, you had to do housework,look after children and also had to wear makeup to look creative and appealing to men.


3.The changing representation of makeup and clothes affected the way the way the were portrayed in adverts.For example in a perfume advertisements women were  represented as innocents an to sexually and intellectually develop they needed a man to break this innocence making women submissive.

4.Laura Malvey made the male gaze theory which states that that scopophilia (the basic human sexual drive to look at other human beings) has been 'organised' by society's patriarchal definition of
looking as a male activity, and being looked at as a female 'passivity'.


5.Women were represented as "new woman" which meant they were supposed
 to be 'independent, confident and assertive, finding satisfaction in the world of work and
recreation, seeking excitement, adventure and fulfilment'


6.Van Zoonen points to its claim 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.' Indeed, a woman 'is portrayed stepping confidently towards the camera in
an office environment observed by a male colleague from behind; but she is not portrayed actually
working. Therefore they incorporate feminist ideals nut are actually used in such a way to empty them of their progressive meaning.


7.Barthes states that there is no threat to male power in media because 'today's young women can successfully storm the bastions of
male power... without threatening their male counterparts' providing we can reassure them that,
underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred."


8.Richard Dyer suggest the Dior makeup shows a misinterpretation of women because it makes it seem as if women need to have Dior makeup to be sexually attractive in society to gain the  male gaze.He also states that agencies trying to accommodate new [feminist]
attitudes in their campaigns, often miss the point and equate
"liberation" with a type of aggressive sexuality and a very
unliberated coy sexiness'


MEDIA MAGAZINE

1. It was a campaign that was searching for the female with the best body so that she could be allowed on the beach.

2.Th front cover was of a white skinny woman who would be described as in shape which angered females because it was setting unrealistic standards for women to look a certain way.

3.The advert suggested that if you don`t have a perfect tanned skinny and in  shape body then they weren't good enough to compete in the campaign for the beach.


4.Some audiences were furious at this magazine and therefore made a petition to stop the campaign which was actually successful.


5.The campaign employed an FBI-trained sketch
artist to draw women twice – first based on
their own self-perception, and then based on
that of a stranger. The outcomes demonstrated
that the strangers’ descriptions were both more
attractive and more accurate than the women’s
own perceptions, suggesting that women are
often hyper-critical of their appearances, and
unable to see their own beauty.

6.Social media now has comments sections and easier access to it making it easier for audience to voice and discuss their opinions online about a variety of different media texts.


7.Stuart Hall theory can be applied to the feminist theory because in the case of the beach body campaign its simply an image of women however the female audience decoded it to be a message sending out that women have to look a certain way or they are not good enough.

8.The image of women has changed a lot over the last 60 years in media texts because now women are mainly represented as independent and strong - willed and a lot of female actors subvert the old female stereotypes.