Sexism In Shampoo Advertising

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,

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 of sexual objectification thus make the narrative to supports the man's role as the active one of forwarding the story, making things happen. As the liberation of the post feminism that created a whole new market for advertising male gaze no longer only apply to the male, female have gain the right to gaze a male body which lead to the founding of the new man and the male pin up. Manuel Garrido-Lora had mentioned the issue of a male body is a factor to construct a male dominance (Rey, J. 2015).