Despite the fact that men weren’t the targeted demographic of these ads, these 1930 's Woodbury advertisements contained pictures of bare women – a first for the industry. Rather than utilizing naked females to draw in men, Woodbury utilized the women as a part of the ads method to indicate other women how they could and should look naked. They tried to dictate the perfect 1930s female body, yet in contrast with past periods, Woodbury females really tended to the full female structure. The bare women in the ad uncovers that she is alright with her body and also the serious sex appeal that was prominent in the 30s. In those days, generally as they do now, commercials characterize what is attractive and, more critical, who is provocative. In this
In terms of American history, the early United States was colonized by advertisers from the late 1600s to the 1700s. It was settled largely by major trading companies that hoped to profit from the riches of the natural resources of a new territory. These companies used advertisements to “urge the poor, weary, downtrodden classes of London and other overcrowded ports” to pursue the "land of opportunity. " As the country grew, the predominant use of advertising was to sell goods such as tobacco and timber. The primary medium of advertising was the newspaper.
Since the beginning of media and advertising, marketers have employed subtle tactics to attract a more diverse customer base. In Jib Fowles essay, “Advertising's Fifteen Basic Appeals”, he discusses the fifteen appeals advertisers use to engage the consumer’s interest in buying their products. These different advertising techniques are directed towards a target audience; including males, females, elders, and teenagers. However, in some cases, the Carls Jr ad being analyzed has multiple audiences; primarily the male and female audiences. The male audience is more influenced by the sex appeal in the ad (i.e., the use of a model and suggestive wording), meanwhile the female audience is more influenced by the desire for attention and acceptance.
In "Two Ways a Woman Can Get Hurt," the author, Jean Kilbourne, talks about how women are sexualized and mistreated in the public eye by advertisements. She contends that men and women in the media are distorted as sex images and instruments: Women are portrayed as mediocre in contrast with men. For example, she states that the woman is “rewarded for her sexuality by the man’s wealth.” The media has aimed towards promoting either women or men particularly. In one advertisement, she clarifies how a tie organization publicizes ties by having ties laid in a botched up bed — as though showing that this brand of tie will help you get laid.
In Advertisements R Us by Melissa Rubin, she analyzes how advertisements appeal to its audience and how it reflects our society. Rubin describes a specific Coca-Cola ad from the 1950’s that contains a “Sprite Boy”, a large -Cola Coca vending machine, a variety of men, ranging from the working class to members of the army, and the occasional female. She states that this advertisement was very stereotypical of society during that decade and targeted the same demographic: white, working-class males- the same demographic that the Coca-Cola factories employed.
Consequently, she would likely challenge Cox’s description of the role that women played as the subject of advertisements in the 1920s as nothing more than objects whose sole purpose is to be beautiful. She would be more prone to state that instead of this harsh and objectifying image set forth in Cox’s narrative, women as subjects in advertisements during this time period were “the visual representation of a modern cultural consciousness that defined the 1920s” (Rabinovitch-Fox, 374). This is a very drastic contrast to what has been the narrative thus far regarding women’s status in society through the lens of the advertising companies. These companies have either been demeaning them as nothing more than housewives by pandering to that notion in their radio programming or outright objectifying women completely when they make them the subject of an
Notions such as “sex sells” are not necessary true, for the observers recognize the damaging images in which women are portrayed. Advertisements that depict possessive and violent men toward women are should not be selling. For example, “no”does not mean “convince me”, when taken otherwise may lead to sexual abuse. Despite that both genders can be objectified, it is women who are more at risk due to the already established idea that women are more vulnerable.
In Beauty (Re)discovers the Male Body, Susan Bordo confers over the male body and its impression on society and in the model industry, additionally how its discernment diverges from women. Bordo references her first male underwear advertisement where she spiels how the ad itself was distressing for herself and the model. She gabs on the guess that he was trying to be observed as one kind of man though tittering with the contrasting type. Thereafter, she alludes to the film The Full Monty where a group ex-metalworkers compose a strip show where women judge men faultlessly how women are judge even when unexposed. Ergo, she begins making mention of how male ads are assumed to appeal both heterosexual and homosexual males to represent and intrigued
One big impact that happened in the 1920s was the economy, specifically advertising. Some advertising included radio stations such as KDKA which sold air time to companies to advertise services or products to consumers listening, the Gossip Column created by Walter Winchell which used political connection and rumors to draw attention and interest, or tabloids which appealed to people with celebrity stories or crimes. In addition to advertising, people started to use installment buying, which is when someone buys a product and pays it off over time. This form of payment was good for the economy because it fueled the economy and created a demand for more products. Since installment buying created a demand for products, car manufacturers had
Modern day America is an economic superpower. However, one and a half centuries ago, this was not the case. In the late 1800’s there was a large boom in terms of population and industrialization in the United States. From this stemmed many new technological innovations, innovations which could be applied to the creation of alluring products for the masses. This led to the rise of a prominent American consumer culture, which was a driving force in the great economic growth of the Gilded Age.
The Web Essay on the Male Gaze by the authors Thomas Streeter, Nicole Hintlian, Samantha Chipetz, and Susanna Callender, on the University of Vermont website, discusses the exploitation of the male gaze in advertising, and provides several convincing examples to explain its impact on women. The male gaze has been a long tradition in western art, which presents women as objects to be viewed by male viewers. This tradition continues in modern advertising and the omnipresence of this tradition has made it so that "Women watch themselves being looked at" (Berger, 1973, p.47).
The advertisement shows that women are silenced, because they have no say, in this particular example, it shows how man fully controls sexual life between man and woman. It gives the viewers feeling that women are there to satisfy men’s need, therefore only intimate parts are necessary, such as breast and lower body. It pictures women as less important and not as smart as man is. It almost gives a feeling that women’s brain is useless. The image also reveals emotional dependence on man.
People may think that we have improved since then, making it more equal for both men and women in every aspect. Nowadays, it is seen as okay for a woman not to be married on her 30s, as well as having good jobs, or even being Presidents of different countries, but sexist advertisements are still a “thing”, since there are certain ways a woman is appealing to the eye for marketing. On Burger King’s “I’ll blow your mind away” advertisement from 2009, the first thing we notice is a woman opening her mouth, and the big words “It’ll blow”. Even though it is a burger, its shape suggests something else. They are considering women with the typical stereotype of what men usually consider attractive or desirable: blonde, red lips, and considerable eyelashes.
This advertisement includes four men and one woman who are all wearing Dolce and Gabbana clothes. Two of the men are shirtless with oiled bodies, showing off their muscular body type, which is considered to be the ideal male body type. This causes the men viewing the advertisement wanting to be like them. Beauty standards are just as important in the male society as the female society, just that it is more emphasized in the female society.
Erving Goffman (1976) defines how masculinity and femininity are demonstrated in the western culture and media in his book called Gender Advertisements. Goffman uncovers blatant differences between how men and women are portrayed, analyzing hundreds of images within advertising; how the body is positioned, the different poses and shapes used, how gender roles are personified. Women are portrayed in many different ways, being an object, part of the furniture, submissive, powerless, vulnerable and weak. Goffman came up with the a few main elements included in advertising and further analyzed
This construction of femininity was only made possible due to the belief that women were “nothing but creatures of a male power-fantasy”, and as a result of being a residual category of masculinity. (Chizuko cited in Calichman, 2005) In the past, women have been depicted as queens of domesticity with the kitchen as their realm; today, a new form of representation is seen in the sexualized woman who is an object for the male gaze. In a comparative study of women’s portrayals in Chinese and U.S. advertising, Griffin, Viswanath and Schwartz (1994, cited in Frith, Cheng and Shaw, 2004) found that many of the Western advertising conventions and poses for women were being transferred across cultures, with models adopting poses and displays that conformed