A Comparative Essay looking at the Representation of Woman (Men) in Print and Television Advertising Introduction To be able to establish how woman are portrayed in advertising, I researched into a variety of print & television advertisements. I began to recognise and then establish the large variety of techniques that advertisers use to target women, I also analysed the ways in which women are depicted in advertisements. Advertisers use many techniques to target their core audiences, such as appealing to the emotional side of the audience, such as using cute teddy bears, small animals, flowers, romance.This does not appeal to men, who stereotypically have a more masculine and tough exterior. Weakness is a powerful tool for advertisers, as it can work in many different ways.
For example, another weakness for women is their looks. By creating a new advert for foundation, mascara etc. they will use models that are very beautiful, edit any flaws, make them skinnier, so subliminally giving the message that if you buy this product, you can look like her. Nowadays in advertisements, women are just used for their face or body, the stereotypical big boobs, big bum, tiny waist, long hair.Not only does this appeal to women wanting to look better, it also appeals to men: using sex appeal, this is very degrading and disrespectful.
Another technique for advertisers is the sloth technique, which offers ease and comfort. An example of that would be sofa adverts, which shows beautiful people lounging around on the sofas, looking very comfy and at ease, which makes people think, “Wow that could be me! ” This is a mid-shot, in a studio, staged to look like a kitchen. The product stands out as it is very big, bright white and is placed in front of the models, who are wearing black.The backdrop is an neutral grey colour, which helps all the props and people stand out.
This is a mid-shot, in a studio, staged to look like a kitchen. The product stands out as it is very big, bright white and is placed in front of the models, who are wearing black. The backdrop is an neutral grey colour, which helps all the props and people stand out. This is an 1960’s advert for the “Kenwood chef”.
This was reprinted in a men’s magazine last year. I believe the target audience is ither housewives who want to improve their kitchen skills, or just make their husband happy. In the box in the corner, it reads “I’m giving my wife a Kenwood chef! ” which could mean the target audience is also husbands. This is an 1960’s advert for the “Kenwood chef”. This was reprinted in a men’s magazine last year. I believe the target audience is either housewives who want to improve their kitchen skills, or just make their husband happy.
In the box in the corner, it reads “I’m giving my wife a Kenwood chef! ” which could mean the target audience is also husbands.The woman is wearing nicely applied make up, and immaculately painted nails, which connotes she takes pride in her appearance, and her looks as well as her relationship is easy for other woman to envy and aspire to have. The woman is wearing nicely applied make up, and immaculately painted nails, which connotes she takes pride in her appearance, and her looks as well as her relationship is easy for other woman to envy and aspire to have. The man is wearing a suit, which connotes a working man with a regular 9 – 5 jobs. It shows he is the sole provider, and without him his wife would be lost.
He brings in all the money. The man is wearing a suit, which connotes a working man with a regular 9 – 5 jobs. It shows he is the sole provider, and without him his wife would be lost. He brings in all the money. Her pose is very stereotypical, holding on to her man with a big smile and immaculate make up & nails. The man looks very smug, which says that he thinks he deserves this treatment from his wife.
They are both making clear eye contact with the camera – which means when anyone looks at this ad, they are looking straight at them.Her pose is very stereotypical, holding on to her man with a big smile and immaculate make up & nails. The man looks very smug, which says that he thinks he deserves this treatment from his wife. They are both making clear eye contact with the camera – which means when anyone looks at this ad, they are looking straight at them. This picture shows the stereotypical woman and how they are represented in media as a housewife who stays at home, cooks, clean, looks after her children.
The woman is clinging to her man, but he isn’t touching her back.This picture shows the stereotypical woman and how they are represented in media as a housewife who stays at home, cooks, clean, looks after her children. The woman is clinging to her man, but he isn’t touching her back. The tagline of this product is “the Chef does everything but cook, that’s what wives are for! ” a chef is the head of a kitchen, so this connotes the make is in charge of the household. It sends out the message that women belong in the kitchen.
Back when this ad was made, it was very important to be a good housewife, and that was a weakness the media often targeted.The tagline of this product is “the Chef does everything but cook, that’s what wives are for! ” a chef is the head of a kitchen, so this connotes the make is in charge of the household. It sends out the message that women belong in the kitchen. Back when this ad was made, it was very important to be a good housewife, and that was a weakness the media often targeted. This ad shows how equality between men and women will probably never be.
No one would print an ad of a man labelled up like this. Women will probably always be inferior to men, and used for their body parts, not their personalities.This ad shows how equality between men and women will probably never be. No one would print an ad of a man labelled up like this. Women will probably always be inferior to men, and used for their body parts, not their personalities.
This is an advert by PETA to raise awareness of animal cruelty, but it’s basically saying that a woman is just like an animal, that all women are, are just parts. Her body is labelled up like a piece of meat; showing where her “breast” and “rump” are. This is an advert by PETA to raise awareness of animal cruelty, but it’s basically saying that a woman is just like an animal, that all women are, are just parts.Her body is labelled up like a piece of meat; showing where her “breast” and “rump” are. This advert is also quite hypocritical. Pamela is saying it’s not okay to eat meat, but it’s okay for her to degrade women and show of all her flesh.
This advert is also quite hypocritical. Pamela is saying it’s not okay to eat meat, but it’s okay for her to degrade women and show of all her flesh. It is a centre shot; Pamela is making direct eye contact with the reader. Her body language (arched back) has a lot of sex appeal. Pamela is a very stereotypical woman, with the blonde hair, big boobs, skinny physique and a lot of makeup.It is a centre shot; Pamela is making direct eye contact with the reader.
Her body language (arched back) has a lot of sex appeal. Pamela is a very stereotypical woman, with the blonde hair, big boobs, skinny physique and a lot of makeup. T The whole background is very bright, emphasising Pamela’s silhouette. The labelling on her is bold black, connoting that this should be the main thing you see.
The fact that the information is in light blue shows that is isn’t meant to be the focus, the labelled women is. The whole background is very bright, emphasising Pamela’s silhouette.The labelling on her is bold black, connoting that this should be the main thing you see. The fact that the information is in light blue shows that is isn’t meant to be the focus, the labelled women is. Target audience for this is young people, probably more men cause they look up to Pamela and her looks and pose appeal to their testosterone.
Target audience for this is young people, probably more men cause they look up to Pamela and her looks and pose appeal to their testosterone. The picture is obviously not a real photograph; it is a painting.The woman is smiling up at the man, and he is smiling back and saying “Don’t worry darling, you didn’t burn the beer! ” It is incredibly demeaning, it’s implying that even she couldn’t be stupid enough to burn beer, it’s almost saying she’s thick. She is just smiling up at him, almost agreeing.
The picture is obviously not a real photograph; it is a painting. The woman is smiling up at the man, and he is smiling back and saying “Don’t worry darling, you didn’t burn the beer! ” It is incredibly demeaning, it’s implying that even she couldn’t be stupid enough to burn beer, it’s almost saying she’s thick.She is just smiling up at him, almost agreeing. The man is in an important looking suit, which connotes he is the one who goes out and works, whilst the wife is in a plain shirt and an red and white stripy skirt, which reminds us of aprons and house clothes. The red connotes love and passion, the white connotes purity and innocence.
It is obvious that this woman is a housewife. The man is in an important looking suit, which connotes he is the one who goes out and works, whilst the wife is in a plain shirt and an red and white stripy skirt, which reminds us of aprons and house clothes.The red connotes love and passion, the white connotes purity and innocence. It is obvious that this woman is a housewife. The target audience for this ad would be middle aged/older men, because the sexism and the beer would appeal greatly to their male testosterone.
The target audience for this ad would be middle aged/older men, because the sexism and the beer would appeal greatly to their male testosterone. The background is plain grey, allowing the man, whose suit is a bold black, and the woman to stand out. The slogan is written in bright white, so it is the first thing that catches your eye.The background is plain grey, allowing the man, whose suit is a bold black, and the woman to stand out.
The slogan is written in bright white, so it is the first thing that catches your eye. She seems to be wiping away tears with a white handkerchief, as if she was so worried he was going to go mad about dinner being burnt, and was relieved when he didn’t care. This shows how inferior women are seen compared to men. She seems to be wiping away tears with a white handkerchief, as if she was so worried he was going to go mad about dinner being burnt, and was relieved when he didn’t care.This shows how inferior women are seen compared to men. Husband and wife are at the breakfast table.
She is playing the role of a stereotypical housewife by making him breakfast and coffee. It’s his birthday soon so she asks him “Harvey, want anything special for your birthday? ” with which he replies, “just a decent cup of coffee”. Two shot. No music or sound effects.
She replied to him, “Your kidding! ” He then says, “I’m serious honey, your coffee is undrinkable! “ It then goes to a close up of her as she says, “That’s pretty harsh! ” and looks very hurt. No music or sound effects.He says “Well, so is your coffee! ” he then stands up, facing her and says “The girls down at the office make better coffee on their hotplates! ” She just looks at him, and he then ends the conversation by saying “well, see you later,” with a disappointed look on his face and then the scene changes. Notice he does not apologize or even look guilty about insulting her coffee and hurting her feelings. Two shot.
No music or sound effects. The next scene shows her and a friend standing in the kitchen. The friend is preparing dinner, showing her stereotypically as well.The woman is saying to her friend “He didn’t even kiss me goodbye! If only I could make a decent cup of coffee. ” This shows that she wants to do anything she can to please her husband and she thinks this treatment of her is acceptable. Two shot.
Her friend says to her, “Oh relax, why don’t you try instant Folgers? Tastes good as fresh perked. There is then a close up of the friend holding the product. The woman then grabs the product and says “Hey, great. I’ll surprise Harvey for his birthday tonight! The scene then changes to later on that night, whilst they are eating dinner.
She has made him a cup of coffee. He tries it and says “Hey, great coffee! ” in a surprised tone. The wife says, with a massive smile on her face, “Its instant Folgers, does that taste good as fresh perked? ” She then looks up at him for approval. He replies “better” with a smile. It then goes to a close up of the two of them.
The wife says to him, “Better than those girls make at the office? ” he then blows out the candle and says, “Honey, their coffee can’t hold a candle to yours,” and kisses her on the cheek whilst she smiles adoringly.The last shot is a close up of the product, a coffee cup with steam coming off of it, and the slogan in bright white lettering above. There is also a voiceover reading the name of the product and the slogan, and telling everyone to try it. The first advert I deconstructed is very demeaning towards women because it represents them as nothing more but housewives. It shows the main woman as just a wife, whose job it is to please her man. Being a good housewife was important in the mid 90’s, and if you weren’t then you were ridiculed and rejected by society.
The idea of being able to make good coffee for their man would of appealed greatly to housewives back then. The second advert I deconstructed shows women as being beautiful and youthful. It is using the advertising tool of envy, making other women watch it and be jealous of her good looks, so buy the lipstick in an attempt to look as good as her in it. Also they cleverly used a well-known actress, which will make this product appeal to her fans as well as other women.
The main colour of the advert is red, for example she is wearing and red dress and red shoes, helping to emphasize the bold colour of the lipstick.The advert begins with a mid-shot of Reese Witherspoon, which then proceeds to zoom into her lips. There is a tune in the background, and a woman voiceover saying “Want megawatt lips? ” The shots change to different angles of Reese, her whole body from the front, just her shoes, and her hands in the elevator. Close up on the product, the product and company name by it. Voiceover reads out what is written. Still music in the background.
Showing the model using the product. Close up on her lips. She has flawless skin and immaculate makeup and hair. The lighting makes her skin look radiant and youthful.The voiceover continues to explain the product.
Music is continuous. Extreme close up of the product. Voiceover is explaining the colours of the product and the effects. Music is continuous.
Three close ups of Reese, each one a little bit more zoomed in. she is smiling as if to show off the product. She is not making eye contact with the audience. Music is continuous.
Close up of the product, in a range of the colours available. The name of the product is also written. The neutral blue background helps the colours of the lipstick and the white name really stand out.Voiceover is back, saying what is written on the screen.
Music is continuous. Another close up of just her face. This time she is making eye contact with her audience, therefore addressing them directly. This involves the audience and draws them in.
Her lips are slightly parted, showing off the product. The lighting enhances her cheeks. Voiceover repeats name of product. Music is continuous. End shot is of the product on the front of the Avon catalogue.
The voiceover is telling us where and how to purchase the product. Music is continuous
