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-1990's?

As part of this new traditionalism, prosaic, normative masculinity was reaffirmed. Meanwhile, women suffered their own identity crisis. Soon after 1945, women were made to feel guilty by warnings of the 'dangerous consequences to the home' that had begun to circulate.

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

The highest value and the only real commitment for women in advertising lies in the "fulfilment of their own femininity". The highest goods are "keeping house and raising children".

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

The influence of clothes and make-up made women more sexualized than demeaned. 

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

Laura Mulvey. The "male gaze" refers to how men control the media and how women are purposely objectified and/or sexualized for the sole purpose of having them be "gazed" by men.

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

The representation of women changed to being "independent, confident and assertive".

6) Why does van Zoonen suggest the 'new' representations of women in the 1970's and 1980's were only marginally different from the sexist representations of earlier years?

van Zoonen asserts that the New Woman "only departs marginally from her older, more traditional sisters." They found that ads 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."

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

Barthel notes that "today's young women can successfully storm the bastions of male power... without threatening their male counterparts", reassuring that we're all equal and that masculinity is in no real danger.

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

The message in that ad is that women can use Christian Dior make-up to make themselves sexually attractive - and that her sexuality is for her own enjoyment. Richard Dyer however, claims that such images are something of a misrepresentation of women's liberation: he exclaims that 

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 blog post as the questions above.

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

The Protein World "Are You Beach Body Ready?" campaign started in Spring 2015. It showed a slim, bikini-clad model with the slogan implying that women needed to look a certain way to be ready for the beach and was shown all over London. It was controversial as it was seen as body-shaming and promoted unrealistic body standards.

2) What was the Dove Real Beauty campaign?

Dove's "Campaign for Real Beauty" was launched as a counter to traditional beauty ads. It had real women, realistic bodies and aimed to not make people feel insecure about themselves. A total opposite from the "Beach Bodies" campaign.

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

Audiences can respond almost instantly to ad campaigns. And additionally, the wide global reach of the internet allows people of all over the world to have their voice heard. Through this, audiences can more easily group together and fight back against offensive advertising campaigns.

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

van Zoonen argues that women are being objectified for the "male gaze". We can definitely apply this to the "Are You Beach Body Ready?" campaign, seeing as the bodies shown in that advert were quite unrealistic. As for Stuart Hall's theory, he suggests that there's preferred, negotiated and oppositional readings. Protein World's preferred reading was to empower audiences and get them motivated. However the opposite happened, and the dominant, oppositional reading was that it body-shamed tons of 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?

I think it's changed in quite a unique way. Years ago, women were portrayed as the "housewife", staying at home, serving men, and taking care of the children. However as culture slowly but surely changed, the representation of women did too. They were seen as more independent as the years went on. However, things changed surrounding said representation. Instead of being housewifes, advertisers instead now portray them as sexual objects to men.