Racism is no longer accepted in ads, which can be seen by the huge amount of backlash that the brand Dove received on their ad for body wash in 2011. The ad contains a picture of three women with different skin colours. On first glance, it seems that the brand is simply supporting diversity, but the text above the women changes that. One the side of the woman with the darkest skin colour, the text says ‘’before’’ and on the other side it says ‘’after’’. This implies that having darker skin is bad, since the product is meant to improve the skin.
The ideology that CoverGirl is trying to sell is that women should be perfect and pretty at all times. Ellen’s commercial pokes fun at women who are aging and encourages them to try to cover the wrinkles with their product. Her message is introduced with humor, but it appeals to a person’s fears. No woman wants to be laughed at or called “wrinkle face”(Ellen). They do not want to be insulted like Ellen joked, so they should use the product to prevent it.
I agree with her analysis of how shopping malls seek out the people they want to shop there and attempt to sell the idea of buying an identity. She goes into detail of how one group that are heavily marketed towards are teenage girls which are more susceptible to the “subversive” ways of stores and advertisements. For instance, stores like American Eagle illustrate the idea of being happy and having fun with one’s friends which is a pathos approach that sparks the thought that their clothing has a direct correlation with one’s happiness. Some advertisements take on more an ethos approach as they rely on the currently held beliefs and customs of that time to sell their products. As time has progressed and traditions have changed though, advertisements have had to challenge old ethos strategies by appealing to the now reversed roles of men and women.
Not only women have been objectified, but also the average female reader has been forced to face an unrealistic misconception towards the female body. In Grace Bai’s article Ad Bank Semiotic Analysis: Cosmopolitan and Maxim Magazines we encounter the stereotyped female figure and how contemporary advertising customs create ultra sexist notions
It is at the discretion of advertisers to undertake more moral responsibility in relation to the portrayal of females in advertisements. Consumers are often unable to view the product or service being advertised as the focal point centres around a semi naked female protagonist. It has been proven that sexual advertising grab’s consumer attention and marketers will push the boundaries to sell a brand. The investigation discovered that young, educated women accept the objectification of women, where previously this demographic was the most critical of such practices. Objectifying women has become socially acceptable and most consumers will not find these adverts surprising, alarming or dangerous (Zimmerman and Dahlberg
At first glance, the advertisement seems like it is only promoting the brand Aerie, but with further inspection the viewer will also see that it is also promoting the Body Positive Movement. The advertisement uses the feelings of relatability, confidence, and empowerment to appeal emotionally to the viewer. Viewers will have a greater chance of remembering an ad if they can have an emotional connection to it. The brand Aerie is mainly targeted to younger females, which makes it easier to strike an emotional response with this population while promoting something like the Body Positive Movement. In this time period, it is common for girls to feel insecure about themselves since they are maturing and getting used to their bodies.
Dove is a leading company that focuses mainly on beauty; they offer products that are ensured to distribute care and make women feel unique. Its main focus is to ascertain that women feel better about themselves, and this is done through motivating campaigns. The campaign that is being addressed in this essay is ‘Dove Mirrors’ this campaign is a global campaign that is initially targeted at women who feel that their looks are not worth visually examining through mirrors. The campaign commences by illustrating the Dove logo; this is essential for every campaign, simply Dove is advertising itself. It then goes on to show women looking in the mirror and having different reactions towards that.
1.2 BACKGROUND AND RATIONALE OF THE STUDY In a world of advertising, companies use images they believe will market their products successfully. The globalisation of the media has also paved the way for print and television advertisements to be viewed all over the world. Along with these images come images that may strengthen the probability of stereotypes including those about women. Today there are only a limited content of advertisements that do not include an image of a young slender female advertising a certain product. Through the media, all women the world over are exposed to the Western ideal of beautiful women with slender, ageless bodies (Poorani, 2012:1).
In 2004, a survey was conducted for Dove by Dr. Nancy Etcoff of Harvard University, Dr. Susie Orbach of London School of Economics, and Dr. Jennifer Scott and Heidi D’Agostio from StrategyOne, which concluded that only 2 percent of the female participants considered themselves beautiful. In addition, 72 percent of the younger participants admitted that they felt inexorable pressure to continuously improve their appearance. Another study , conducted by the members of Autonomous University of Barcelona and published in Cambridge University Journals, had shown that young women who are exposed to beauty and fashion magazines have a risk of developing unhealthy body image issues and eating disorders. The distorted portrayal of women in advertising had lead to the rise of feminist movements and an increased awareness of the occurred situation generally. “Truth in Advertising Act,” and it was introduced in late March by Reps. Ileana Ros-Lehtinen (R-FL), Lois Capps (D-CA) and Ted Deutch (D-PA) — with vocal support from organizations like the Eating Disorders Coalition and the Brave Girls Alliance.
Hundal Advertisers strive to engage consumers through their choice of message tones. They have been using a wide variety of emotions to initiate desired response. The roles of men and women has changed. Indian women are no longer limited within the four walls of homes. This study examines the sociocultural examination of women role in advertisements.