The Image Of Women In Tv Advertisements Media Essay

The Im ripen Of Wowork force In Tv Advertise workforcets Media EssayThe first television advertize custodyt appeargond on July, 1941 during a baseball(a) gage on a local New York channel. The 10-second technical spot broadcasted by the follow Bulova Watches has revolutionized the television ( agate line Wikipedia). It k raw a large subdue that haleed legion(predicate) other companies to jump on board .By 1948 many supernumerary companies adopted this new marketing technique, and little by little , the new slit has call on familiar and rattling used and companies were obliged to cod taboo against each other to attract the largest number of customers . For this reason they campaign to utilize the more than attracting jut to convince people to spoil. One of these characterizations is that of charr. Since the late 60s, in that respect com mence been concerns about cleaning cleaning ladys fancyal in the media. western pushrs introduce her in assorted commerci als since they had reflectiond that her appearance is really legal in term of mesmericness. But, it is so no skillfulable that in the majority of ads, wo custody ar stereotyped and abused. However many revile ideas be resurrectd about them, since they argon al personal manners viewed as aspirations used to attract peoples financial aid. in any event their devaluation, the content of advertizement go overs a lot of vehemence against them.Their abuse and their count on misuse should be considered a serious issue as it affects the audition and change their sound judgements and gazes. In Fact, advertisers tend to play on peoples psychologies, so they bath easily manipulate and convince them to buy unneeded goods.The question here is how western TV advertisings stereotype women and how much this could impairment the audience.Chapter 1Literature review1. The Image of Women in TV Advertisements1.1 Women in TV advertising from a subject to an objecta) Women as a stim ulate ObjectNowadays, ads argon seen everywhere at any time. nigh of advertisers seek to record a sightly randy muliebrity in their commercials in clubhouse to market merchandises and by doing so they consider her as b atomic number 18ly a charge up object that effeminate genitals persuade the consumer by means of seduction to buy. many another(prenominal) companies have succeeded in increasing their revenues by employ the sexual context which has enlarged their customer base and attracted a largest number of clients. Therefore, Berger considers these advertisement techniques as sexploitation of the womanish person trunk as atomic number 53 of its communication in additionls ( Ilona P.Pawlowski,2007).Historically, the employment of women as a sexual object has evolved in stages in 1983 whole 28% of women shown in ads had some prurient vesture in their bodies b bely in 2007, 75% of them dressed in an attractive sensual mode. Nowadays women appear betteriall y nude in advertisement. In other words, women non only continued to be envisioned in a sexual manner, but wantwise the degree of sexuality change magnitude over time (Ilona P.Pawlowski,2007).In the article The Exploitation of Women in Ads indite by Kanter on the web cite Study mode, the feature that many mode photographers return pornographic publications to take sexual and attractive poses or only parts of womens carcass is mentioned. The book stresses the image of women as a sexual object, a thing or a part of the merchandise to be dehumanized particularly by showing just parts of her body. To conclude as Cortese nonices in his book Provocateur Images of Women and Minorities in Advertisement advertising sells much more than harvest-homes, it sells values and cultural fight downations, much(prenominal) as success and sexuality.Moreover, women ar more used than men in advertisements and according to this article How Advertising Women Models Can Reach Market? the aut hor confirms that even for products that the tar bring in consumers ar mannishs woman image is often employed. It creates on them an impression that women would like a man that uses that product. In other words, women destiny this. Get the product, get the woman (Cortese, 2008). This shows that nowadays, women argon used as a sex object with all kind of products from electronics to sort out.An article title Russia-Campaign against sexism in advertising insists on the same idea, the female person body is portrayed as a propaganda for pornography, military group and prostitution in order to advertise products that men buy such as cars, beers, perfumefor example in cars advertisement, womens hot body is most of the time presend, they act as a supplement to the car, as one of the options available to be expensively secured by a successful man.Danesi, a moralist, advertising professional and school-age child of contemporary marketing communication knowledge, writes in his book S ex in Advertising that if we read about psychological studies that examine how males think, we nonify nonice that the reward centers in the brains of unripe heterosexual males were activated by female baptistery. This means that the reason of creating a suggestive advertisement is that by showing womens body as a sex object we can activate and influence the reward centers of a man and push him to purchase a product, simply because there is the image of a female body on its cover. Also, by showing womens body we can access to the subconscious of a man and even off him implicitly regain the sexual thing (women). Thats why Advertisers cogitate that the more outlandish, the sexier, the more sputter shown, the more the dirt image provide refuse to vary your memory (Dansei, 2011). symbol 1 A nude woman in DG ad.This psychological explanation is another definite proof that womens body is abused for marketing benefits for which many famous companies tend to portray women in a se x context , such as dolce Gabbana, Calvin Klein, Yves Saint Laurent and many other well-known brands. Besides, according to the article Sex in advertising by Dansei, there argon 5000 advertising messages a day that a person can receive and 20% of these ads contain sexual images. So, advertisers consider that womens bodies ar not only a beguiling approach to attract consumers attention, but in like manner the best tool and can be Commodified as products that have a use value.(Dansei,2011)Its so clear then that a sex object is something that has become inborn in every advertisement in a way that objectified and dehumanized women. This can be explained by the event that people cerebrate that sex sells products (Province,Monique,2010). As a result sex in advertisement contributes to the building of strong, vibrant, and long-lasting brands (Ilona P.Pawlowski,2007). Verhoeven explains in her article Axe body nebulizer ads and women as sex objects that advertisements do not just sel l products, they excessively promote and establish our cultures values and ideas so of course stereotypes are reinforced by advertisement (Verhoeven, Hanna, 2011). Axe body atomiser is one of the many examples of ads that sword stereotypes against women.Figure 2 enters of Axe crop-dusting commercial The fallen angelTo set an example, these 2 images belong to the commercial spot of Axe body spray for men. It is titled Fallen angels this ad shows many beautiful women introduced as angels that came from sky, on earth, they go directly to the rig from where comes the smell of Axe body spray. When they pose the man who puts it, they take forth their crowns, forget about their innocence and seduce him. The message this ad delivers to the male audience is that women can not control themselves when smelling such a perfume. Its forever a sex context.b) The image of the conventional canwifeAnother inappropriate image the advertisement reflects is the entire housewife whose task s are raising children and pickings care of her house and husband .An article titled Womens Images in Magazine Advertisement How Far Have They get down? discuss this topic. It emphasizes in fact that advertisers characterize them as possessing low intelligence, uninflected ability, and rationality and when the audience especially men get this message, they will conclude these characteristics to all women and of course this result in a devaluation of the woman and its burning(prenominal) role in society. Standing for the same idea, Naughton Michael states in his book The Popularized woman of the house in Advertisements, that The creators of ads made it appear that the full time job of a woman should be a housewife. Women are considered as mades or servants who are responsible just for the rest of the family. Figure 3 The traditional image of a housewifeTherefore, many advertisements present the image of the housewives exhausting the magic uniform of work. Usually ,they wear apr ons, skirts, high heels, and pearls (Naughton,Michael,2006). He adds that The ad showed that women are expected to be in this professional uniform all the time. they are always placed in the kitchen or the backside (described by Naughton as their office).These two elements of job (uniform and office) strengthens that the housewife is, indeed, an grave job as any other is. This message delivered by advertisement reinforces the idea of the dependency of women on men.Figure 4The commercial of Schlitz beer prejudicial characterizations made by advertisers such as womens place is her house or women are weak and need men protection, push men to think that these ideas are true and women are really weak flimsy and unable to go out for working. Moreover, advertisements show that women as housewives can not make expensive purchases.They are not intelligent enough to make such decisions. Differently, men in advertisements are introduced as businessmen who are usually busy outside the house .They also make volumed decisions and look after(prenominal) women who are not capable of looking after themselves (Shrikhande,Vaisahli 2003). It is so obvious here that advertisement stands for gender inequity. In fact it tends to present women in inferior positions comparing to males. Moreover they are very devaluated when their activities are limited to house shores. As an example, an ad for Schiltz beer shows a woman that burned the dinner that she prepared for her husband. She cries for this, then her husband says do not worry darling, you didnt burn the beer. The idea of the woman who serves the man of the house (Naughton, 2003) in order to make him happy is so clear.c) The Image of the close BlondeThe article The Dumb Blonde Women Stereotype demonstrates that blond women are considered as beautiful, thin, prurient and attractive but not intelligent not serious and not responsible. Again she is seen as an empty minded who has no opinion or personality. Blonde women are alw ays shown busy taking care of themselves in order to look beautiful their main engage is to wear provocative clothes, put randy perfumes and make-up .They are portrayed as stupid and superficial. This stereotype is often expressed excessively in blonde jokes (The dumb blonde women stereotype). In addition, advertisers treat blond women as a piece of meat (Kazay,Ginger 2007). The question here is why this image of the dumb blonde is employed in ads? Advertisers portray a blonde as a stupid women to attract the consumer attention and to keep the ad in his mind. They want to create original, funny ideas. When the consumer piquetes such funny images, he will laugh and tell others about it. The ad is registered in his mind and transmitted to others. This is the result that advertisers aim to achieve.1.2 frenzy against Women in Advertisementa ) Physical fiercenessThe first aspect of personnel against woman that advertisement shows, is the sex context excessively used when introduci ng women in ads. Women are objectified and seen in a weak position, helpless and bound (Evans,Rachel), however men are seen strong and with power over women (Evans,Rachel). Advertisers send, through this image, the subliminal message that women like and want violent men. Evans explains this idea in her article American learn Does Selling Sex in Modern Ads Advocate Violence against Women? she writes about modern advertisement They are preferred to women, that desirable women are submissive, and that a woman doesnt really mean no when she says it she adds that this image of personnel towards women results in desensitizing consumers into persuasion that force against women is not only accep card, but encouraged (Evans,Rachel). Such message is really a very wicked way to portrait women .It is so unhealthy to make people believe that women like violence. Dealing with the same issue, Mc Cormack an assistant sociology professor unruffled many ads from the most famous magazines in Ame rica like Business Week and Cosmopolitan that show women smiling as they are existence whip ( Rob,Roberts1991). He deduces that advertisement make the audience believes that women like to be hit and this is of course so wrong. Unfortunately, this kind of message that people get from advertisement encourage men to be violent with women. Mc Cormick ensures that We never see men in these positions, we never see men cover down, we never see men tied up, we never see men being assaulted by women, we never see men being hit by women, being hit by things in the head. We certainly would not see men enjoying it (Rob,Roberts1991).This picture is a concrete example of the humor of violence that advertisement emphasizes. It is an ad made by the famous ac fellowship Calvin Klein, the image was demeaning to women by suggesting that she is a plaything of these men. It also demeans men by implying sexualized violence against women. (Doherty,Elissa 2010) Figure 5 a woman as sex object in Kelvin Klein adAnother company that its ads are plenitude of violence against women is DolceGabbana. For this reason Dina Price made an call into question with the Italian designer of this brand.He stated that these ads do not represent rape or violence, but if one had to give an interpretation of the picture, it could mobilize an erotic dream, a sexual game. The idea of this sexual game is adopted by the majority of famous brands. All these companies consider violence and humiliation leering.They transform these into that art that shocks the public opinion (Sex and Violence in Advertising, A Mainstream Phenomena). In carriage world, we notice that fashion photographers have an ongoing obsession with images of women looking dead (Katelate Stephanie,2011). These dead-like women are shown in a sexy and attractive poses. We can deduce here that advertisers and designers use violence to present something sexy (Katelate stephanie 2011).So women are shown again portrayed in shocking images . They are usually seen in an unhealthy way and suffering from the sensible violence such as torture and killing (Rob,Roberts1991) caused by men.b) psychological ViolenceSexual exploitation of women has increased over the last decades as a new marketing strategy. They are seen as attractive bodies and nothing else. This frantic violence can also be proved by discrimination, establish on scrape color, made by advertisers. White women are always preferable when choosing a fashion good example for a commercial spot. Its so rare to see an advertisement with a black model, and even if it happened, she would be introduced as a vulgar and unsophisticated one. More moral violence against women is seen in advertisement when just few parts of womens body are shown like legs or a mouth. This is a clear dehumanization of women. The reduction of women to body parts for mens consumption can significantly damage a womans self-respect (Katele, 2011). Moreover, woman is treated as a prostitute in the majority of advertisements. She is not serious or respectful but happy with a smiley face. Considering this picture they are not only introduced as prostitutes but also royal of it1.3 Advertisers Definition of Beautya) The White shinnyTo be beautiful as a first former is to be a colour-skinned person This what advertisers promote asWhite beauty is viewed as superior as Banks Michaela Choo confirms, because white women are seen more innocent, shiny, with straight hair and lower skin. In contrast, black women are viewed as animals more than as humans she adds. We can deduce then that racism is another negative value advertisement spreads. Furthermore, advertisers define the white standard of beauty in terms of the skin tone, hair type and body shape, Bank says. One understands from this explanation that not all white women are considered beautiful. Advertisers have many criteria to be followed. harmonise to them the perfect white women must be thin, with straight hair, n ice smile and preferably blond. A concrete example is when an African-American model was refused by the company of Ciroc Vodka (Bitchie,Nicole 2009), simply because she was a black woman and the company admitted it. She wondered What message does this send? If you are not light you are not right? If you are black get back? What does this do for the self-confidence of young dark-skinned African-American girls every where? Tell them that they are deplorable because their skin is too dark? Is this a type of mentality that you like to promote in your marketing campaigns? (Bitchie,Nicole 2009)For more credibility, searchers made statistics to figure out the percentage that white women take in commercials. As shown in the table below, white women are used in most ads of product categories. Models with light skin accounted by 64.8% in the clothes products ads compared to medium and black-skinned models by only 35.2%. This shows that advertisement designers prefer white women and conside r them the more beautiful. For perfumes products black models are present in just 20% of ads when the rest (80%) is for white ones. For make-up products 65.5% of ads for white models and 34.5% for dark models. Through this obvious discrimination, advertisers tend to manipulate the coma of the consumer and oblige him to adopt the idea that the white skin is the first condition of beauty.Product categoryLight skin modelsMedium and dark skin modelsHair productShoesPerfumesPublic service AdElectronicsSkin careMakeupOther50.0%66.7%80.0%58.8%54.5%57.1%65.5%61.5%11101210616194050.0%33.3%20.0%41.2%45.5%42.9%34.5%38.5%115375121025 carbon%100%100%100%100%100%100%100% get across (*) Product for light skin modelsb) Super Skinny ModelsNowadays, skinny models are seen in all types of advertisement. They are preferred by many fashion designers who find them very attractive, beautiful and as the way their skin tightens up over the bone in most places in their bodies is what makes them look sexy an d attractive (Barrett,Patrick,2004). Not only their bodies are easier to dress with but also the clothes hang better on them, says Joanna Hill, an advertisement designer in New York. Skinny models just look better says Karl Lagerfeld, a fashion designer from Germany. For that reason, most models shown in commercials of famous and well known brands are always super skinny ones. This excessive exposition to this image will lead people to think that to be elegant, beautiful and sexy, you should be too thin that your bone could be seen easily This is of course a wrong idea, women are of different weights and being too thin is not a beauty indicator. However many women today seek to loose weight just to imitate what they see in T.V. As a model of perfume ,clothes or makup commercials, they think if such a famous brand employed this model to advertise its product , they should be necessarily so perfect. And to be beautiful, they should just look like her.c) Beautiful is to be unripeSexy women are frequently seen in all types of advertisements. As sex sells every thing, advertisers employ attractive women posed in provocative way to buy products. But before beauty, models should be of course young women, the age is so big to advertise especially for feminine products .Beauty is so cerebrate to youth, this what advertisers promote. This idea can deeply harm the female audience. Every woman that gets over 30 or 35 will consider herself as an ugly woman that can not be seen as beautiful in a way or another. A woman whitethorn think that way due to the fact that the message excessively sent to the audience generalizes the idea even if is totally wrong, it makes everybody believe it even though it is illogical. It is so clear then that advertisers promote their own opinions and ideas and seek to standardize peoples mind in a way that serves them and convinces consumers to purchase what is advertised.2. Stereotypes Against Women in TV Advertisements and its Impact on S ociety2.1 Womens be DissatisfactionToday, TV advertisement is a common way by which a company promotes its products. Thin and beautiful models or celebrities are the main image that companies relies on to attract the audience. In fact, this repeated image of the same physical characteristics of models create on women a scenting of dissatisfaction .They automatically tend to overvaluation their bodies sizes in order to look like what they always see in ads. This causes them many serious problems.a) Eating DisordersEating disorders is eating more or less than the body needs. It is caused usually by psychological problems like anorexia nervosa and bulimia nervosa which are characterized by a disturbance of eating behavior. The first involves rejection of aliment while the second involves pursing after eating. Women mostly influenced by these disorders. In fact advertisement has a noticeable role in causing these troubles. by and by watching TV commercials that standardizes the con ception of beauty, women would feel dissatisfied with their bodies shape. According to the researchers Harrison and jog disturbed eating symptomlogy and encompass related variables such as body dissatisfaction, drive for thinness, perfection, and ineffectiveness (Cohen, Sara2006). In advertisements, the portrayal of super-slim females is considered as more fashionable, desirable and attractive. Many researchers confirm that pictorial matter to ideal-body images could increase eating disorders in two ways. First exposure could lead to internalizing the ideal-body stereotype (Harbin Channel,2011), which causes an excessive dieting in order to attain the internalized ideal. Second, exposure to thin-ideal could promote social comparison, which engenders intensive dieting as a means of seeking to meet outer standards.b) Low Self-esteemAfter watching super models in advertisements, women tend to compare themselves with models shown in commercials. This comparison makes them dissatisfi ed with the way they look especially those who already have negative impression about their bodies. Women who already have low opinions of their physical appearance are at an even greater risk for negative effects from media images, says Bessonoff a professor in the Psychological Department in the University of Connecticut who has more than 7 years in the fields of social comparison, body image, and women in the media.Moreover, TV commercials show also unrealistic images with many modifications. Viewing television commercials containing images of the unrealistic thin-ideal for women caused puerile girls to feel less confident, and more dissatisfied with their weight and appearances(Dittmar Helega,2011). Women evaluate their own attitudes, abilities, and beliefs among others and they are not satisfied with their appearance which is more judged by themselves than by others. Comparisons evoke on appearance commonly are upward, which means that a woman compares herself to others who a re more attractive and better in order to find out the standard of excellence. This upward comparison is related to body dissatisfaction disordered eating, decreased self-confidence, depression, and anxiety (Cohen, Sara ,2006).c) The Need to be PerfectThe pressure of exposure in todays life leads to dangerous effects on womens body. Exposure, in which the ideal body image is portrayed, will make women unhappy and dissatisfied with their body shape, especially when they watch thin models, who advertise new fashion designs, so they feel the need to be perfect like them. Thin body images of such models and actress have been getting fine and thinner over the past 40 years. They are wearing very small sizes 1and 0 which make women attempt impossible standards in order to be beautiful and perfect. As a result, cosmetic surgeries are very popular today. Many medical professionals confirm that the rising of cosmetic operating theatre is due to the rising accessibility to television progra ms. Thus, women become dissatisfied, worried, and obsessed with their appearance, and they sour to be only concerned about looking for cosmetics and advertised products that promised to state them solutions. It is clear then why advertisers seek to make women feel ungratified and unhappy with their looks.2.2 Stereotypes Against Women in Tv Advertisement and its Effects on menNowadays, we are excessively exposed to advertisements in every single importee because of the well developed techniques used. Womans image is always the essential part in TV ads. This has a big influence on the audience.a) The specify of Sexy Images on workforceAdvertisements that contain plenty of sexy bodies may affect the audience and shape their ideas about women. A sexy ad in which a woman wears a bikini gets the attention of men. A research done by Susan Fiske, a professor of psychological science at Princeton University, shows that in men ,the brain areas are associated with handling tools and the blueprint to perform actions light up when viewing images of women in bikinis(Landau,Elizabeth,2010). Another research uses brain scans to show that when we see images of sexy bodies an activity increased in a part of the brain called the premotor cortex, which is involved in taking actions (Lan, 2011). Moreover, these sexy images portrayed in TV ads tend to increase the sexual propensity of men. According to the authors Bram Van den Bergh, Siegfried Dewitt, and Luk Warlop, the desire for immediate rewards increased in men who touched bras, looked at pictures of beautiful women, or watched video clips of young women in bikinis running through a park ( Science Daily,2008).b) The Influence of Models on Mens Desire and Want towards Their WivesAs models are portrayed in different and frequent ads in their stereotyped manner, men are influenced by their bodies attractiveness and they want their wives to become like these models. Men are attracted by young women with small lower part o f face with full lips, high cheek bones and long neck, large look and small nose (Men know what they want, 2011).c) Males gazeAccording to Jonathan Schroeder, to gaze implies more than to look at-it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze (Chandler, Daniel,2011). The males gaze is the way how a man considers a woman.As TV ads are plenty of sexy women employed by advertisers to sell products the idea being that if you buy what they are selling you will get the girl (Abgond, 2011).In this picture of Channel advertisement, Nicole Kidman appears in such a way looking straightly into the look of the viewer (Lowen Linda, 2010). This advertisement is directed to men, Mulvey explains males may believe that buying this product as a gift for a woman might make her look like the model in the advertisement , also using this perfume could change the way people look at you (Lowen Linda, 2010).Figure 6 An American actress in Chann el ad2.3 Stereotypes against Women in TV Advertisement and its Effects on ChildrenTelevision continues to represent women in highly stereotyped manner in order to influence viewers and specifically children who are easily affected.a) StereotypingIn TV ads, women are portrayed in different ways. These images have an influence on childrens attitudes and beliefs. Children who watch female characters as passive, indecisive, and subordinate to men, and who see this reinforced by their environment, will probable believe that this is the appropriate way for females to behave (Witt, 2011). Furthermore, children after viewing female characters in advertisements, have difficulties to distinguish fantasy from reality Television characters are often exaggerated stereotypes that can distort childrens expectations of people in day-to-day life (Raizada,Parul, 2009). Moreover, women have a sex-role in TV ads and it leads to a harmful effect on childrens minds as they keep thinking about these sexu al ads, young girls may feel inferior compared to this false beauty which may result in depression and underestimation of themselves.b) Violence against Women in Ads Influences Children BehaviorAfter watching TV ads involving violence against women, children may have aggressive thoughts which leads them to use violence against their sisters and even against their mothers. According to the psychologists Craig Anderson and fix Bushman violent cognition may start a process that reinforces befools aggressive knowledge and makes them more likely to engage in aggressive acts (Science Daily, 2008). Moreover, when kids watch aggressive actions in TV ads, this may agitate the risk and the aggressive tendencies children have. The two psychologists confirm that when you let your children watch violent ads you are allowing your kids to have higher potential to engage in this activity and it puts them at a higher risk because they become desensitized to violence. Due to the presence of viole nce used by males against women in TV advertisements, children are primarily influenced by these sights and that males are always superior to females. Consequently,very terrible images are built in childrens memories which are ground on gender inequity and violence.c) Womens Tobacco Ads and its Impact on Children BehaviorWomen are present in many tobacco advertisement which has a psychological effects on children. Tobacco advertisers use different techniques when advertising cigarettes. Their convincing tools influence many children and push them to consume tobacco products. In fact, celebrities shown in tobacco ads are a very important mean to convince children that tobacco is a sign of luxury and sophistication. Many famous tobacco companies tend to use this technique such as Winston, Virginia Slims, Salem and Marlboro. This picture shows a well known American vocaliser with a tall cigarettes. Figure 7 An American singer in tobacco adWe all know that young people are more influe nced by stars behavior .This is a deliberate message for children and adolescent to buy cigarette.Indeed, advertisers do not care about how harmful their product is, they only tend to enlarge their consumer base.* Questionnaire A* Question 1 -How elder are you?The sample analyzed