Representations of women in advertising

 Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising

Read these extracts from an academic essay on gender in advertising by Reena Mistry. This was originally published in full in David Gauntlett's book 'Media, Gender and Identity'. Then, answer the following questions:

1) How does Mistry suggest advertising has changed since the mid-1990s?

Mistry suggest that advertising has changed as gender and sexual orientation are more ambiguous and also has risen the homosexual images.

2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?

Feminist had this idea of going to work and creating careers for themselves but were instead made guilty for leaving there homes and claimed that it was dangerous for the home. And in the 1950s the idea of ‘feminine mystique’: the idea that a women’s worth was based solely of the fulfilment of her femininity  

3) How did the increasing influence of clothes and make-up change representations of women in advertising?

The use of clothes and makeup represented women more as objects and decorative.

4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?

Laura Mulvey came up with the theory of male gaze and it shows how men oversexualize and objectify women. 

5) How did the representation of women change in the 1970s?
In the 1970s the idea of a new women was introduced the women would be independent and going to work to make careers for themselves who seek thrill is excitement and fulfilment.

6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?

7) What does Barthel suggest regarding advertising and male power?

Barthel notes that 'today's young women can successfully storm the bastions of male power... without threatening their male counterparts' providing we can reassure them that, underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred'

8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
Richard Dyer claims that such images are something of a misrepresentation of women's liberation: 'advertising agencies trying to accommodate new, feminist attitudes in their campaigns often miss the point and equate "liberation" with a type of aggressive sexuality and a very unliberated coy sexiness'

Media Magazine: Beach Bodies v Real Women (MM54)

Now go to our Media Magazine archive and read the feature on Protein World's controversial 'Beach Bodies' marketing campaign in 2015. Read the feature and answer the questions below in the same blogpost as the questions above.

1) What was the Protein World 'Beach Bodies' campaign and why was it controversial?

2) What was the Dove Real Beauty campaign?

3) How has social media changed the way audiences can interact with advertising campaigns? 

4) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?

5) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?