How Advertisers Portray Men And Women

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The Changing Portrayal of Women in Advertisement over the last Sixty Years. “Show her it’s a man’s world”

Author : Stephanie Desoye
Publisher : GRIN Verlag
ISBN 13 : 3346374416
Total Pages : 24 pages
Book Rating : 4.3/5 (463 download)

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Book Synopsis The Changing Portrayal of Women in Advertisement over the last Sixty Years. “Show her it’s a man’s world” by : Stephanie Desoye

Download or read book The Changing Portrayal of Women in Advertisement over the last Sixty Years. “Show her it’s a man’s world” written by Stephanie Desoye and published by GRIN Verlag. This book was released on 2021-03-26 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Sociology - Consumption and Advertising, grade: 1,3, University of Trier, language: English, abstract: The purpose of this term paper is to analyze the portrayal of women in print advertisement over the last sixty years to represent changes in the depiction of females over this period. This topic is of interest since mass media plays an important role in our society today and it can be considered as one of the major agents of socialization. Consequently, gender stereotypes presented in advertisement influence the way we think men and women shall be. However, since the role of women has changed dramatically over the last decades due to feminist movements, it will be of interest if these social changes have been depicted in advertisement as well. In particular, it is assumed that the portrayal of women in advertisement has been shifting from an overt, traditional stereotypical portrayal of women as housewives or highly dependent on men to a slightly more subtle stereotypical portrayal of women as decorative, sexy, and using facial expressions and body positions to demonstrate subordination and weakness. To prove this hypothesis this term paper will first compare past studies focusing on the stereotypical depiction of females in advertisement. For this purpose two studies were considered most important: These were Courtney and Lockeretz quantitative print magazine analysis covering the year 1970, and Erving Goffman’s selective print magazine analysis published in 1979. Furthermore, there are many relating and follow-up studies that are based on the coding schemes used in these two analyses which provide the possibility to show changes over time. Afterwards, the second part will be more practical, examining portrayals of women in example print advertisements. To be able to provide a consecutive and meaningful depiction of the changes, advertisements of two companies from different years were chose to be analyzed.

The Changing Portrayal of Women in Advertisement Over the Last Sixty Years. "Show Her It's a Man's World"

Download The Changing Portrayal of Women in Advertisement Over the Last Sixty Years.

Author : Stephanie Desoye
Publisher :
ISBN 13 : 9783346374424
Total Pages : 24 pages
Book Rating : 4.3/5 (744 download)

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Book Synopsis The Changing Portrayal of Women in Advertisement Over the Last Sixty Years. "Show Her It's a Man's World" by : Stephanie Desoye

Download or read book The Changing Portrayal of Women in Advertisement Over the Last Sixty Years. "Show Her It's a Man's World" written by Stephanie Desoye and published by . This book was released on 2021-02-25 with total page 24 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2014 in the subject Sociology - Consumption and Advertising, grade: 1,3, University of Trier, language: English, abstract: The purpose of this term paper is to analyze the portrayal of women in print advertisement over the last sixty years to represent changes in the depiction of females over this period. This topic is of interest since mass media plays an important role in our society today and it can be considered as one of the major agents of socialization. Consequently, gender stereotypes presented in advertisement influence the way we think men and women shall be. However, since the role of women has changed dramatically over the last decades due to feminist movements, it will be of interest if these social changes have been depicted in advertisement as well. In particular, it is assumed that the portrayal of women in advertisement has been shifting from an overt, traditional stereotypical portrayal of women as housewives or highly dependent on men to a slightly more subtle stereotypical portrayal of women as decorative, sexy, and using facial expressions and body positions to demonstrate subordination and weakness. To prove this hypothesis this term paper will first compare past studies focusing on the stereotypical depiction of females in advertisement. For this purpose two studies were considered most important: These were Courtney and Lockeretz quantitative print magazine analysis covering the year 1970, and Erving Goffman's selective print magazine analysis published in 1979. Furthermore, there are many relating and follow-up studies that are based on the coding schemes used in these two analyses which provide the possibility to show changes over time. Afterwards, the second part will be more practical, examining portrayals of women in example print advertisements. To be able to provide a consecutive and meaningful depiction of the changes, advertisements of two companies from different years were chose to be analyzed.

Current Research on Gender Issues in Advertising

Author : Yorgos Zotos
Publisher : Routledge
ISBN 13 : 1351213725
Total Pages : 146 pages
Book Rating : 4.3/5 (512 download)

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Book Synopsis Current Research on Gender Issues in Advertising by : Yorgos Zotos

Download or read book Current Research on Gender Issues in Advertising written by Yorgos Zotos and published by Routledge. This book was released on 2020-10-12 with total page 146 pages. Available in PDF, EPUB and Kindle. Book excerpt: Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors, all of which contribute towards describing women and men. Gender role stereotyping in advertising has been a critical topic since the 1970s, and there is a long-lasting debate between advertisers and sociologists about the role and the social nature of advertising. Although changing role structures in the family and the labor force have brought significant variation in both male and female roles, it has been noted that there is a cultural lag in advertising, where men and women were, for a long period of time, depicted in more traditional roles. This book extends the research on gender stereotypes in advertising over the past 20 years, highlighting key themes such as attitude towards sex and nudity in advertising; women in decorative roles; the changing roles of women and men in advertising; and the viewpoints of those advertising professionals who design campaigns. This book was originally published as a special issue of the International Journal of Advertising.

Can't Buy My Love

Author : Jean Kilbourne
Publisher : Simon and Schuster
ISBN 13 : 1451698410
Total Pages : 621 pages
Book Rating : 4.4/5 (516 download)

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Book Synopsis Can't Buy My Love by : Jean Kilbourne

Download or read book Can't Buy My Love written by Jean Kilbourne and published by Simon and Schuster. This book was released on 2012-06-26 with total page 621 pages. Available in PDF, EPUB and Kindle. Book excerpt: "When was the last time you felt this comfortable in a relationship?" -- An ad for sneakers "You can love it without getting your heart broken." -- An ad for a car "Until I find a real man, I'll settle for a real smoke." -- A woman in a cigarette ad Many advertisements these days make us feel as if we have an intimate, even passionate relationship with a product. But as Jean Kilbourne points out in this fascinating and shocking exposé, the dreamlike promise of advertising always leaves us hungry for more. We can never be satisfied, because the products we love cannot love us back. Drawing upon her knowledge of psychology, media, and women's issues, Kilbourne offers nothing less than a new understanding of a ubiquitous phenomenon in our culture. The average American is exposed to over 3,000 advertisements a day and watches three years' worth of television ads over the course of a lifetime. Kilbourne paints a gripping portrait of how this barrage of advertising drastically affects young people, especially girls, by offering false promises of rebellion, connection, and control. She also offers a surprising analysis of the way advertising creates and then feeds an addictive mentality that often continues throughout adulthood.

Brandsplaining

Author : Jane Cunningham
Publisher : Penguin UK
ISBN 13 : 0241456010
Total Pages : 240 pages
Book Rating : 4.2/5 (414 download)

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Book Synopsis Brandsplaining by : Jane Cunningham

Download or read book Brandsplaining written by Jane Cunningham and published by Penguin UK. This book was released on 2021-02-18 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: 'It's high time we expose and remedy the pseudo-feminist marketing malarkey holding women back under the guise of empowerment' Amanda Montell, author of Wordslut ________________ Brands profit by telling women who they are and how to be. Now they've discovered feminism and are hell bent on selling 'fempowerment' back to us. But behind the go-girl slogans and the viral hash-tags has anything really changed? In Brandsplaining, Jane Cunningham and Philippa Roberts expose the monumental gap that exists between the women that appear in the media around us and the women we really are. Their research reveals how our experiences, wants and needs - in all forms - are ignored and misrepresented by an industry that fails to understand us. They propose a radical solution to resolve this once and for all: an innovative framework for marketing that is fresh, exciting, and - at last - sexism-free. ________________ 'If you think we've moved on from 'Good Girl' to 'Go Girl', think again!' Professor Gina Rippon, author of The Gendered Brain 'An outrageously important book. Erudite, funny, and deeply engaging -- with no condescension or bullshit' Dr Aarathi Prasad, author of Like A Virgin 'This book has the power to change the way we see the world' Sophie Devonshire, CEO, The Marketing Society and author of Superfast

Fresh Lipstick

Author : Linda M. Scott
Publisher : Macmillan
ISBN 13 : 140397134X
Total Pages : 367 pages
Book Rating : 4.4/5 (39 download)

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Book Synopsis Fresh Lipstick by : Linda M. Scott

Download or read book Fresh Lipstick written by Linda M. Scott and published by Macmillan. This book was released on 2006-02-21 with total page 367 pages. Available in PDF, EPUB and Kindle. Book excerpt: Challenges feminist beliefs that the fashion and beauty industry objectifies women, contending that elite women are out of touch with most women in the U.S. while arguing that fashion is more an expression of creativity and identity than a means of attracting men.

Gender and Advertising

Author : Marco Adorno
Publisher : GRIN Verlag
ISBN 13 : 3656539715
Total Pages : 29 pages
Book Rating : 4.6/5 (565 download)

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Book Synopsis Gender and Advertising by : Marco Adorno

Download or read book Gender and Advertising written by Marco Adorno and published by GRIN Verlag. This book was released on 2013-11-12 with total page 29 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2012 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 2,3, University of Koblenz-Landau (Anglistik), language: English, abstract: In this term paper, in order to analyze how gender roles and stereotypes are built in magazine advertisements, overall 280 advertisements of men's magazine Men’s Health and women's magazine Women’s Health, published in 2012 in the USA, were surveyed. Three issues for each magazine were selected to collect enough data for a content analysis. For the semiotic analysis ten advertisement were chosen as representative of gender advertising that appears in our society. The final conclusion of this term paper will be that, gender stereotypes are highly expressed, conveyed and confirmed in magazine advertisements and that although changes are visible, they are merely only on the surface, pretending to change.

How Advertisers Portray Men and Women

Author : Paula England
Publisher :
ISBN 13 :
Total Pages : 76 pages
Book Rating : 4.:/5 (836 download)

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Book Synopsis How Advertisers Portray Men and Women by : Paula England

Download or read book How Advertisers Portray Men and Women written by Paula England and published by . This book was released on 1982 with total page 76 pages. Available in PDF, EPUB and Kindle. Book excerpt: This study examines portrayals of men's and women's roles in 2,000 magazine advertisements that appeared between 1960 and 1979 in Vogue, Ladies' Home Journal, Playboy, and Time.

How to Portray Men and Women in Advertisements? Explicit and Implicit Evaluations of Ads Depicting Different Gender Roles

Author : Delphine Vantomme
Publisher :
ISBN 13 :
Total Pages : 28 pages
Book Rating : 4.:/5 (129 download)

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Book Synopsis How to Portray Men and Women in Advertisements? Explicit and Implicit Evaluations of Ads Depicting Different Gender Roles by : Delphine Vantomme

Download or read book How to Portray Men and Women in Advertisements? Explicit and Implicit Evaluations of Ads Depicting Different Gender Roles written by Delphine Vantomme and published by . This book was released on 2008 with total page 28 pages. Available in PDF, EPUB and Kindle. Book excerpt: The purpose of the current study was to gain more insight in the evaluation of advertisements containing different gender role portrayals (stereotypical/a-stereotypical) by examining explicit and implicit processes of ad evaluation. The results of two experiments showed an explicit preference for ads containing a-stereotypical images. Implicitly, we found a preference for 'warm' ads irrespective of the degree of gender stereotypicality of the ad. These findings suggest that complex stimuli such as ads may inhibit implicit gender stereotype activation. At an implicit level, warmth seems a better predictor of ad evaluation.

Humor in Advertising

Author : Marc G. Weinberger
Publisher : Routledge
ISBN 13 : 1000404420
Total Pages : 298 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Humor in Advertising by : Marc G. Weinberger

Download or read book Humor in Advertising written by Marc G. Weinberger and published by Routledge. This book was released on 2021-06-21 with total page 298 pages. Available in PDF, EPUB and Kindle. Book excerpt: Humor has long been one of the most common approaches used in advertising. Whether in a big televised event like the Super Bowl or in new forms of digital advertising, everyone is exposed to funny ads, some of which both entertain the audience and help sell a product. Yet, the use of humor in advertising is complex; clearly not all humorous ads are successful. This comprehensive volume both summarizes the cumulative state of knowledge on humor in advertising and provides new cutting-edge research on key topics such as humor’s use in conjunction with emotional and sexual appeals, its use in digital advertising, and issues related to gender and cross-cultural applicability. Special emphasis is placed on defining humorous advertising and types of humor used, as well as outlining what conditions work for advertisers. The chapters examine humor in advertising and add insights on several cutting-edge issues in this stream of research. An overview article summarizing the overall body of literature accumulated over 50 years of research on humorous advertising defines types of humorous appeals. The degree to which humor is effective and the boundary conditions associated with when and how it works best in advertising is discussed. New research articles further contribute to cumulative knowledge by exploring the interaction of humor with other issues and techniques such as whether it travels internationally, gender issues, its use in conjunction with emotional and sexual appeals, and its presence in the digital contexts. The book concludes with an in-depth look at the evolution of humorous appeals over the oldest traditional advertising medium—outdoor advertising. The chapters in this book were originally published in International Journal of Advertising.

Gender Advertisements

Author : Erving Goffman
Publisher : Palgrave
ISBN 13 : 9780333239537
Total Pages : 84 pages
Book Rating : 4.2/5 (395 download)

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Book Synopsis Gender Advertisements by : Erving Goffman

Download or read book Gender Advertisements written by Erving Goffman and published by Palgrave. This book was released on 1979 with total page 84 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Women and Minorities in Television Drama, 1969-1978

Author : George Gerbner
Publisher :
ISBN 13 :
Total Pages : 98 pages
Book Rating : 4.F/5 ( download)

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Book Synopsis Women and Minorities in Television Drama, 1969-1978 by : George Gerbner

Download or read book Women and Minorities in Television Drama, 1969-1978 written by George Gerbner and published by . This book was released on 1979 with total page 98 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Food Is Love

Author : Katherine J. Parkin
Publisher : University of Pennsylvania Press
ISBN 13 : 0812204077
Total Pages : 306 pages
Book Rating : 4.8/5 (122 download)

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Book Synopsis Food Is Love by : Katherine J. Parkin

Download or read book Food Is Love written by Katherine J. Parkin and published by University of Pennsylvania Press. This book was released on 2011-06-03 with total page 306 pages. Available in PDF, EPUB and Kindle. Book excerpt: Modern advertising has changed dramatically since the early twentieth century, but when it comes to food, Katherine Parkin writes, the message has remained consistent. Advertisers have historically promoted food in distinctly gendered terms, returning repeatedly to themes that associated shopping and cooking with women. Foremost among them was that, regardless of the actual work involved, women should serve food to demonstrate love for their families. In identifying shopping and cooking as an expression of love, ads helped to both establish and reinforce the belief that kitchen work was women's work, even as women's participation in the labor force dramatically increased. Alternately flattering her skills as a homemaker and preying on her insecurities, advertisers suggested that using their products would give a woman irresistible sexual allure, a happy marriage, and healthy children. Ads also promised that by buying and making the right foods, a woman could help her family achieve social status, maintain its racial or ethnic identity, and assimilate into the American mainstream. Advertisers clung tenaciously to this paradigm throughout great upheavals in the patterns of American work, diet, and gender roles. To discover why, Food Is Love draws on thousands of ads that appeared in the most popular magazines of the twentieth and early twenty-first centuries, including the Ladies' Home Journal, Good Housekeeping, Ebony, and the Saturday Evening Post. The book also cites the records of one of the nation's preeminent advertising firms, as well as the motivational research advertisers utilized to reach their customers.

The Portrayal of Men and Women in American Television Commercials

Author : Michael D. Dauria
Publisher :
ISBN 13 :
Total Pages : 150 pages
Book Rating : 4.3/5 (129 download)

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Book Synopsis The Portrayal of Men and Women in American Television Commercials by : Michael D. Dauria

Download or read book The Portrayal of Men and Women in American Television Commercials written by Michael D. Dauria and published by . This book was released on 1979 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Woman's Channel, But Man's World

Author : Lorraine Marie Kaplan
Publisher :
ISBN 13 :
Total Pages : 132 pages
Book Rating : 4.3/5 (129 download)

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Book Synopsis Woman's Channel, But Man's World by : Lorraine Marie Kaplan

Download or read book Woman's Channel, But Man's World written by Lorraine Marie Kaplan and published by . This book was released on 1992 with total page 132 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Body Panic

Author : Shari L. Dworkin
Publisher : NYU Press
ISBN 13 : 0814719686
Total Pages : 236 pages
Book Rating : 4.8/5 (147 download)

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Book Synopsis Body Panic by : Shari L. Dworkin

Download or read book Body Panic written by Shari L. Dworkin and published by NYU Press. This book was released on 2009-02 with total page 236 pages. Available in PDF, EPUB and Kindle. Book excerpt: In this, the third volume of an interdisciplinary history of the United States since the Civil War, Sean Dennis Cashman provides a comprehensive review of politics and economics from the tawdry affluence of the 1920s throught the searing tragedy of the Great Depression to the achievements of the New Deal in providing millions with relief, job opportunities, and hope before America was poised for its ascent to globalism on the eve of World War II. The book concludes with an account of the sliding path to war as Europe and Asia became prey to the ambitions of Hitler and military opportunists in Japan. The book also surveys the creative achievements of America's lost generation of artists, writers, and intellectuals; continuing innovations in transportation and communications wrought by automobiles and airplanes, radio and motion pictures; the experiences of black Americans, labor, and America's different classes and ethnic groups; and the tragicomedy of national prohibition. The cast of characters includes FDR, the New Dealers, Eleanor Roosevelt, George W. Norris, William E. Borah, Huey Long, Henry Ford, Clarence Darrow, Ernest Hemingway, Scott Fitzgerald, W.E.B. DuBois, A. Philip Randolph, Orson Welles, Wendell Willkie, and the stars of radio and the silver screen. The first book in this series, America in the Gilded Age, is now accounted a classic for historiographical synthesis and stylisic polish. America in the Age of the Titans, covering the Progressive Era and World War I, and America in the Twenties and Thirties reveal the author's unerring grasp of various primary and secondary sources and his emphasis upon structures, individuals, and anecdotes about them. The book is lavishly illustrated with various prints, photographs, and reproductions from the Library of Congress, the Museum of Modern Art, and the Whitney Museum of American Art.

Gender & Utopia in Advertising

Author : Luigi Manca
Publisher : Syracuse University Press
ISBN 13 :
Total Pages : 192 pages
Book Rating : 4.3/5 (91 download)

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Book Synopsis Gender & Utopia in Advertising by : Luigi Manca

Download or read book Gender & Utopia in Advertising written by Luigi Manca and published by Syracuse University Press. This book was released on 1994 with total page 192 pages. Available in PDF, EPUB and Kindle. Book excerpt: This work explores the connection between gender and utopian imagery in advertising. It argues that utopian visions reflect traditional and nontraditional gender roles and have shaped consumer's fantasies. Subjects include fashion magazine advertising and images of men in 1980s magazines.