...of dress and appearance. From the beginning, the advert implicitly position women as little girls when Portman is shown strolling on the street, wearing a strapless ‘floral’ frock. Traditionally speaking, floral printed dresses or princess like dresses are known to be the ‘norm’ clothing for little girls. Advertisements such as this, are incessantly attempting to blur the lines between a ‘woman’ and a ‘girl’ through the manner by which they dress and appear. Jacopo Bernardini explains it well as he documents that the “adult uniform no longer exist”, women are in thrall of “an industry that no longer dress...
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...Advertising Photoshopped Women Lorrie Myren Western Governors University Issues in Behavioral Science GLT1-111.6.2-12 Evelyn Giddens, PhD Abstract In the United States, an estimated 50 percent of young women and girls are dissatisfied with their body image. This percentage can be as high as 80 percent according to some psychologists. In the last 20 years, this estimate has grown due to the increased use of digital enhancement used in media advertising, namely Photoshop. (Purtle, 2012) ("Mirror, mirror", n.d.) Studies have shown that American children receive an estimated 5,260 messages of attractiveness through the media, by adolescence. The United States also has the world’s highest rates of obesity and eating disorders. This statistic crosses a melting pot of backgrounds and cultures which eliminates any genetic reason; instead societal messages from the media should be addressed. (Ross, n.d.) Advertising Photoshopped Women Social problem Eating disorders in the United States has been a social problem for many years, with up to 24 million people of all ages and genders affected. 50 percent of these people also fit the criteria for depression and only 35 percent of these receive treatment. Considered a norm violation type of social problem, many eating disorders are directly and indirectly caused by the media advertising digitally altered body images in their campaigns. ("Eating disorders statistics", n.d.) Thus, the problem can now be considered a...
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...com/watch?v=jWKXit_3rpQ Advertising is an over 100 billion dollar a year industry which affects all of us throughout our lives. We are each exposed to over 2000 ads a day. and the influence of ads through language and visuals is quick, cumulative, and subconscious. (close your eyes...think about how you got here this morning...) ads sell more than products. they sell values, concepts of love and sexuality, success and worth, popularity and most importantly normalcy. to a great extent they tell us who we are and who we should be. but nowadays the media shapes the cultures sense on what is ‘ideal’ within society and so: image of women in advertising is worse than ever before. they’ve created a type of women based on...
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...Many women with busy lifestyles need a deodorant that will last them all day. They want a product that will keep them not only feeling fresh, but smelling fresh as well. Degree has come out with a new product and they named it MotionSENSE. In the commercial it is said that the more you move, the more the deodorant will protect you from sweat and odor. The advertisement shows many types of women with different types of busy lifestyles. Each woman is wearing a string of bells showing just how much she actually moves during the day. Degree’s new deodorant appeals effectively several times to the woman who may not even realize how mobile she actually is. In today’s world people are always on the go. Nowadays more and more women are busy. Today’s women are breaking the old stereotype of staying home cooking, cleaning, taking care of the kids. Although some women still in fact do that, more women are busy having careers and need a product that will keep them feeling feminine all day....
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...In Cosmopolitan ads were obviously aimed to target women. While flipping the pages, these types of ads were reoccurring: makeup, hair products, feminine products, jewelry, skin care, healthy food. I noticed that for most products the ad would feature the product in the container and also how it looks or helps a female. I think it is smart of the advertiser to show us what we would be looking for on a shelf in a store and also give us an image of how it help us with our skin and our hair. I do feel like the ads in Cosmopolitan primarily use very thin and attractive women. None of the models in the ads look like “regular” people. I feel as if this gives women the perception that if they use the product being advertised they can look that “perfect”...
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...By presenting, in a caricatured way, scenery where the woman must be a ‘woman’, advertising-a refl ector and agent of society, confi rms as a fact a ‘natural’ behavior that is not at all according to the interests of women’s world itself» (Herne, 1993: 31). Th e conclusion made by Claude Herne in 1993, shows clearly the power of advertising in helping society to defi ne specifi c models of behavior for men and women and submitting the latter to a specifi c and limited role. Th e analysis proposed by Herne does not come out accidentally in the end of the 20th century. With the boom of technology and economic growth in the second half of the century, the western urban woman fi nds herself on the threshold of her fi nal emancipation from the household....
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...Jean Kilbourne’s view on women in advertising is very inspiring in promoting equality to all. Yes, women are objectified and seen as vulnerable and weak but, women are still strong individuals who only want equality, similar to men. Women are as able, strong, and powerful like men. Both men and women ares always on magazine covers, billboard ads, logos, commercials and many other modes of advertising, but Kilbourne opened a closed door to where she explained that women are being “objectified”. We are not being glorified but rather, seen as vulnerable things that men just use. For example, in different alcohol brands women’s bodies are always turned into things, and in some editorials, women’s bodies are mocked. In addition, there are also ads...
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...Miss representation” Carol Pardun writes, “Is advertising a mirror of society? Or an agent of change? The basic premise is something like this: if advertising is a mirror of society, then the advertising industry is not really to blame for all the problems associated with bad advertising. We’re to blame.” Introduction Advertising is the process of communication whereby a person or group of people are persuaded to take some form of action, usually to make a purchase or participate in a particular behaviour. Studies undertaken by the Media Awareness Network estimate that on average, the typical North American will see 3000 ads per day (2010). With such a high level of advertising around consumers every day, is it likely that advertising shapes society, or that it merely mirrors pre-existing social trends? This is important because should advertising shape society, the high numbers of advertisements in existence could have a substantial impact to society’s wellbeing, as well as the ethical issues surrounding the messages and behaviours advertisers are trying to achieve. The question of advertising as a mirror vs. creator of culture is one of the most debated issues of the relationship between advertising and society. Does the image of woman represented in advertising shapes society or mirrors already prevailing social trends? Hypothesis The advertising media produces messages,images and ideas of woman, which therefore affect the process of social change. Conclusion ...
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...War: The Influence of Cosmetic Advertising in our Society Advertising has become a massive part of our social environment, and can be seen at large throughout any industrialized society. Nowadays it is virtually impossible to avoid ads while carrying on with your daily life. Our daily dosage comes from television, radio, magazines, newspapers, billboards, and most recently, social media, among others. The average person is exposed to as many as 5,000 advertisements a day, and nearly 10,000,000 in their lifetime (Gustafson). With that said, advertising’s impact in society is so prevalent that if advertisers do not take caution, it can also become easily detrimental. Cosmetic advertising can be held accountable for feeding especially women with unrealistic results and false standards of beauty. The problems with cosmetic advertising and the effect it has mainly on, but not limited to, women are innumerable. Considering the fact that “cosmetics are a major expenditure for many women, with the cosmetics industry grossing around 7 billion dollars a year,” cosmetic advertising is a practice that should be approached with caution, as it affects so many women daily (Thompson). The most simplistic and widely targeted critique of cosmetic advertising comes from the excessive use of photo manipulation in ads, including Photoshop and the use of filters. These tools create unrealistic images of the benefits the product can actually offer, causing women to become more dissatisfied with...
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...C H A P T E R 7 Gender and Advertising How Gender Shapes Meaning The emotional, sexual, and psychological stereotyping of females begins when the doctor says, “It’s a girl.” —Shirley Chisholm Men are dogs and women are cats. Women are from Venus and men are from Mars. Writers, filmmakers, psychologists, and advertisers all have used the idea that men and women are different to develop stories, create conflict, and provide persuasive imagery. Not only do advertisers view men and women differently, but men and women also bring different perspectives to advertising. Thus, we can assume that men and women create dif-ferent meanings from the advertisements they see. Gender roles in our society have changed dramatically since the 1950s, and portrayals of men and women in advertising have been researched since nearly the same time. Researchers have consistently sought to evaluate these roles to examine whether advertising has kept up with societal changes. In this chapter, we examine the different ways men and women view advertising and mes-sages, as well as some of the ways that advertising portrays gender roles today. The last several decades have seen changes in the role of women in society, both as those who earn money and those who spend money. In 1940, women comprised about 20% of the workforce in the United States, while today that percentage reaches 50% (U.S. Department of Labor, 2000). In addition, the family structure in the United States has changed: smaller...
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...Cologne Business School (CBS) Beauty in the advertising industry Term Paper in Media Management Summer Semester 2012 Lecturer: Jana Baum Christin Schwarzhoff BA11 International Culture and Management / Media Management Student-Nr.: 1.6 11 306 Table of content 1. Introduction 3 2. Effects of Advertisings on Women 2.1 Dissatisfaction with the body shape 4 2. Statistics and surveys 5 3. The Image of a Woman in the Beauty Industry 3.1 Gender display in commercials 6 2. Criticism of advertising and thoughts about solutions 7 4. Dove Campaign 4.1 Campaign for Real Beauty 8 4.2 Dove ‘Evolution’ 9 4.3 Success of Dove Campaign 9 5. Conclusion 10 6. Bibliography 11 7. Declaration 13 1. Introduction The term paper at hand deals with the beauty in the commercial industry. Looking at commercials in magazines, on billboards or on television, it is recognizable that most of these advertisings use the image of a perfect world. Especially in beauty advertisings beautiful flawless women present products promising the consumer to look as beautiful as the model after using them. But how effective are these advertisings and how do they affect society? This term paper will discuss the negative influence of those commercials on women in today’s society. Furthermore it will figure out whether a television commercial with a realistic understanding of beauty can be successful in a consumer-based...
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...Truthfulness as a Factor in the Language of Advertising There is a possible relationship between truthfulness and the language of advertisement is difficult and hard fact for most advertisers to believe in the world of communication. This has to do with freedom of expression associated with the use of figures of speech such as simile, metaphor, hyperbole, and euphemism (Crystal 1997). To those who hold this belief, there is no relationship we between ethics (from where we conceived the virtue of truthfulness) and the language of advertisement. Some do ask: what does truthfulness have to do with advertisement since it is persuasive? And, that what has truthfulness need to do with persuasion because persuasion often involves cajoling, coaxing, convincing, enticing and inducing. All these as a matter of fact involve exaggeration, falsehood, puffing, and embellishment and over estimation.These raise the question of morality in business. In the field of advertisement, we ask the question of professional ethics, and ethical codes of conduct in relation to advertisement practices. In the field of language, the society also seeks for truthfulness, because language be it of advertising or otherwise, is an instrument for action used to promote our purpose in dealings with others, and in communicating ideas that are divorced from emotion. Truthfulness simply refers to the act of giving true information or facts (in exact manner) about something. Therefore, true statement is based...
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...Objectification of Women in Miller Lite’s “Catfight” Analysis Paper Darian Hill 2 May 2016 Darian Hill MCJ 462 Chris Campbell 2 May 2016 Beer makers have been criticized for “beer and babes” ads that depict women as sexual objects for years. Miller brewing held a TV spot in the 2003 Super Bowl that is quite notorious for its sexual content. The commercial, called “Catfight,” goes from a poolside argument into an angry, clothes-shredding, wrestling match between two women who end up in bras and underwear. The ad was broadcasted to millions of homes during the National Football League’s Super Bowl. Sex and the marketing of beer are virtually inseparable. Nonsexual products, such as beer, are sexualized and convey women as means of advertisement and objects. The purpose of this paper is to inform and show readers how women in advertising are being symbolized as objects of desire and as commodities, rather than human beings. The commercial begins with two women having casual conversation about beer, leading to a fight over why Miller Lite is the better beer. One claims that it is the taste of the beer and the other claims that it is less filling. The verbal struggle erupts into a physical battle between the two women, starting with the brunette flipping the table over. The blonde then punches the brunette, which is followed by the brunette throwing the blonde into a fountain and they fight as they rip each other’s clothes off. Soon down to their bras and underwear...
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...CHAPTER – I INTROUDCTION 1. What is Marketing? 2. Marketing Mix 3. Advertising 4. Ethics in Advertising and self Control. 5. Marketing Scenario in India at Present. 6. Aims and Objectives of the study 7. Significance and Relevance of the study 8. Definitions 9. Hypotheses of the study 10. Assumptions of the study 11. Limitations of the study 7 CHAPTER – I INTROUDCTION The present study is titled “ Study of Advertising Standards Council of India (ASCI) and its role in curbing unethical marketing communication with specific reference to the portrayal of women by the advertisers.” To begin with , it is felt that it would be appropriate to state what is marketing, what is the present marketing scenario in India , what is advertising , what kind of marketing communication and advertising is taking place and how the women are portrayed in the advertisements. 1. What is Marketing? There are a number of definitions and a huge amount of literature available on marketing . According Philip Kotler , world renowned marketing expert, the simplest definition states “Marketing is managing profitable customer relationships”. The process of marketing aims at growing current customers by delivering satisfaction and attracting new customers by promising superior values. Yet another definition as per Philip Kotler is “Marketing is the process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return”. The American...
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...its brand. The advertising message that Endirt is sending had a high level of recall but a high level of association with the brand and the brands message is partially responsible for a company’s success. Even though Endirt is successful, their message is regarded as offensive towards women and they received unsolicited letters, about one per week which were negative from women saying they will not buy the brand because of the ad message. Endirt’s target market is women and the fact is that women are the primary decision makers and buyers of the product. 2. What are the ethical issues? Advertising reflects society, so it will not be free of criticism. In this case the advertising is in bad taste and is perpetuating a stereotype. The ethical issues that arose in the case are the obligations that advertisers have in mass media, are the rights of women being infringed, should the campaign on the whole be stopped and if the ad was to change how it will affect the brands market share and the company. In the advertising arena, they are provided with a long, coded list of the do’s and the don’ts. Ethics guides the media to be objective, fair and accurate while presenting news, views and opinions. From the case, it appears that Bruce is in a violation of following that code of ethics. 3. Offer your opinion on what actions should be taken? Businesses are in the game to make money and advertising can go a long way towards selling a particular product. But advertising can often be...
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