Shampoo Advertising Analysis

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Sexism in Shampoo Advertisement Introduction With the coming of consumerism, advertising play a crucial roles in shaping the culture of humanity in the recent years. Advertising have been always craved to the desire of the society and in some case started a new trend that seduce the society. According to Timothy D. Malefyt and Brian Moeran (2003) advertising is appealing to consumers through gender identity, celebrity endorsement, and romantic imagery, notions of achieving happiness or contentment, and other cultural dimensions not tangibly related to the advertised product or service therefore various networks of cooperative social, personal and financial arrangements among suppliers, clients, advertising personnel, consumers, and so on,…show more content…
Sex is a concept that was determined by biology of a body unlike gender which is determined by culture, action or behavior. According to Andrew Edgar and Peter Sedgwick (2008) what make a human male or female are the universal laws of nature, but the precise ways in which men express their masculinity or a women express their femininity are vary from culture to culture thus the qualities that stereotypically attributed to women or men in western culture shall be seen as gender which could be changed if it was apply in other’s culture. Referring at the book written by Colin Stewart and Adam Kowaltzke (1997) by using stereotypes a commercial could communicate instantly and nonverbally. Most advertising that last only 30 second use stereotypes to spontaneously connect with the consumer. Such method to draw attention had created the questions of how gender is perceived by the advertisements to connect with the consumer. Author such as Colin and Adam had conducted a survey from 150 advertisements to come out with a conclusion. In the survey female are most likely to be portraits as young and beautiful while others are been portrait as house wife or obsessed with body images. For the male counterpart, men are shown as muscular in the advertisement or powerful businessmen. Such method can still be seen in many shampoo commercial that heavily based on how female are always cheerful and young with…show more content…
Laura Muvley (1975) invented the male gaze to justify the problem of Scopophilia a sexual pleasure of looking at erotic objects. Facing the sexual imbalance women’s role within a story is to be an object that can be look upon while the man lead, the strong visual and erotic content is to fulfil their task to be look at. Furthermore John Berger (1972) state that a woman must continually watch herself for she is almost continually been accompanied by her own. From earliest childhood she has been taught and persuaded to survey herself continually so she comes to consider the surveyor and the surveyed within her as the two constituent yet always distinct elements of her identity as a woman. She has to survey everything she is and everything she does because how she appears to men, is of crucial importance for what is normally thought of as the success of her life. Her own sense of being in her is supplanted by a sense of being appreciated as herself by another. When men look at women the women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. The surveyor of woman in herself is male: the surveyed female. Thus she turns herself into an object of vision or a sight. Referring back to ruling ideology and the social structures during the 60s and 70s the male figure cannot bear the burden
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