We have all seen advertisements, either in magazines or on television, that depict gender stereotypes. Should you choose to complete this assignment, please do the following:
- Find two print ads (e.g., from magazines) or tv advertisements via YouTube.
- Describe the ads and the associated gender stereotypes.
- According to Goffman (1976), there are several ways in which stereotyping in advertisement can occur:
- Function ranking (tendency to depict men in executive roles and as more functional when collaborating with women)
- Relative size (tendency to depict men as taller and larger than women, except when women are clearly superior in social status)
- Ritualization of subordination (an overabundance of images of women lying on floors and beds or as objects of men's mock assault)
- The feminine touch (tendency to show women cradling and caressing the surface of objects with their fingers)
- Family (fathers depicted as physically distant from their families or as relating primarily to sons, and mothers depicted as relating primarily to daughters)
- Which of the above description(s) fit your ads? Please provide an explanation, don't just say something like "this ad is an example of the feminine touch."
http://www.youtube.com/watch?v=bptmb0Ygmus
ReplyDeleteThis Doritos commercial depicts gender stereotyping in a more exaggerated way than real life. The little boy uses physical aggression (slapping) to get the man's full attention and is protective towards his mother and his Doritos. Being protective is a characteristic that comes out in many men, especially in an aggressive way.
http://www.youtube.com/watch?v=49RZblfXid4
This Toys R Us commercial shows gender stereotyping in the way that girls play with dolls. In this case, the doll is a Dora the Explorer doll which is also a television show. Many boys watch this television show as well, but probably wouldn't play with dolls, at least not in the way that they're meant to be played with. The boys would probably destroy it and get it dirty.
Goffman's descriptions in gender stereotyping in advertising relate to the advertisements I've chosen. The Doritos commercial conveys function ranking. The boy being protective towards his mother and his Doritos shows him in an executive role. The Toys R Us commercial would show the feminine touch when the girl touches the doll. Women are more of the nurturing type so caressing and cradling objects, like a doll, show this.
http://www.youtube.com/watch?v=w_1mKLGDA1M
ReplyDeleteThis stereotyping in this commercial is the function ranking. It shows the woman waiting on the man and bringing him coffee. This shows the man as being superior and woman having to tend to him. Then the man says she can’t make coffee. This shows the man thinks of the woman as only being able to make things and he puts her down as if saying you can’t even manage a cup of coffee.
http://www.youtube.com/watch?v=EB09LlePZ_o
This video for toy ads is an example of both the feminine touch and Function ranking. It shows the little girls playing with dolls, baking, and shopping. While is shows the boys playing with action figures, shooting things, and being rough. Also most of the action figures were males.
http://www.youtube.com/watch?v=JpTC9dy9cJk
ReplyDeleteDuring this Bounty Select paper towel commercial it shows a mom overlooking her daughter spilling a meal. The mother is there to help her clean up her mess with a paper towel. This is a Family related stereotype because the advertising used a motherly figure rather than a fatherly figure. Since women are the ones who are stereotyped to relate to their daughters more and clean the house, a woman was chosen for the commercial. I find that a male would not have sold the product as well as the stereotypical mother.
http://www.youtube.com/watch?v=OPcvEuMkZiE
This Ball Park Frank television ad a male in a suit explains how Ball Park Franks represent America. There are backgrounds of baseball, American flag, Lincoln Memorial, and Mount Rushmore to show power within our country. This ad is functional ranking because the male is expressing a powerful role that a woman may not be able to portray. There is also a male grilling the hot dogs, this explains that males are usually the grillers whereas women are usually the cookers or bakers.
What type of stereotype does these exemplify, according to those outlined by Goffman?
Deletehttp://www.youtube.com/watch?v=L2hqApHgA58
ReplyDeleteThis is an ad for Nair shaving cream. The women in this add are dressed to show off their long silky smooth legs. They are constantly dancing and caressing their legs with their hands. The clothing that they were depicts the sexual image that is associated with women. This is a definite stereotype. This ad could show the feminine touch stereotype associated with advertisements. This adds shows that women are extremely feminine and that society is attracted to them for smooth legs. This add could also demonstrate the ritualization of subordination stereotype because women are being seen in this case as sex objects for men to mock.
http://www.youtube.com/watch?v=-jDZHIAMhgI
This commercial was a commercial for Hillshire farm meat. The commercial takes place in what looks like an office setting with the male boss making a sandwich. The others start to chime in and sing a catchy tune about the meat. The women in the commercial appear to be secretaries or assistants in this workforce. There is a police officer and a detective involved. The song was sung in a very low masculine tone which I inferred was because we were referring to meat which is a masculine aspect and is often times only stereotyped towards men. I think this fits the advertisement stereotype of function ranking. I think this add shows function ranking because the women are seen as lower status and everything about the commercial gives off the idea of the masculinity of man over woman.
https://www.youtube.com/watch?v=8tZR3M7SQwA
ReplyDeleteThe first ad the I found was a burger king ad. Basically in this ad, a guy is in a restaurant that his girlfriend/wife chose, and he gets a plate with hardly any food on it and he gets up and singing a song about being a man and how he does not want to eat “chick food” which was a very small portion of something. I think that this ad shows gender stereotyping in regards to relative size.
https://www.youtube.com/watch?v=w_1mKLGDA1M
This commercial is from the 1960’s and it is advertising Folgers coffee. It starts out with a wife giving a man his coffee, and he take a drink and reply’s “how could such a beautiful wife, make such terrible coffee.” The wife then goes over to another mans wife’s house and says I wish I could make coffee that is good. The other wife than says to use Folgers coffee. She then goes on to give the Folgers coffee to her husband and he loves it. This commercial is depicting function ranking in which the wife is just a housewife while the man that is shaving is the breadwinner.
Sexualization in TV commercials: http://www.youtube.com/watch?v=JsyOXm4W9gs
ReplyDeleteThis is a commercial of Paris Hilton in a bikini washing a car and rolling around on the floor. The commercial is actually supposed to be advertising for a burger; however, the burger is only in the commercial for a very short period of time. This is an example of ritualization of subordination, because Paris is on the lying on the floor and appealing to men.
Sexualization in magazines:
http://www.youtube.com/watch?v=xphEdG_Jr3A
This is a video showing various pictures of women in magazines, often being the target of sexual admiration by men. In some of the pictures, the women are laying on the floor or the bed; while in other pictures, the women are straddling men or sitting with men. In all of the pictures, the women are wearing very little clothing or clothing that is revealing in some way. This again is an example of ritualization of subordination, because the women are objects of sexual attraction and are laying on the floor/bed.
I found it easiest to find examples of ritualization of subordination, because this is one way to appeal to the audience. Men want the women in the TV commercial or magazine for sex. Women want to look like the women in the TV commercial or magazine. The women in the TV commercials and magazines could fall under the gender stereotype that women are objects for sex. The women are very sexualized in each of the examples.
http://www.youtube.com/watch?v=wmdaB21E2tY
ReplyDeleteThis commercial focuses on attractive woman presenting the information for the commercial. It focuses on the women rather than the content. This would be an example of Ritualization of subordination. The women are acting as “eye candy” for the men who watch the commercial and hopefully buy the product because they remember the attractive woman from the commercial. The woman actual has no value in the commercial except to promote sex appeal.
http://www.youtube.com/watch?v=Gza-yfENn_4
This commercial focuses on the woman’s role as the primary caregiver in the family. In most of the shots, it is the mother with the little girl. At one point, the little girl is even wearing a shirt that says “Mommy and me.” This stereotype focuses on Family. The mother primarily related to the daughter. These subtle gender stereotypes in the media can have a profound influence on individuals who watch them. Most do not even realize they may conform to these ideas simply because they have repeatedly seen them for years.
http://nomas-nyc.com/uploaded_images/david-and-victoria-beckham-fragrance-795543.jpg
ReplyDeleteThis is an example of relative size. The man is larger then the girl, "dominating", he looks masculine and in control as he holds the girl, looking helpless.
http://www.youtube.com/watch?v=w_1mKLGDA1M
This is an example of functional ranking. The man looks superior because the women is waiting on him and bringing him coffee. The man thinks of the women as only working for her and getting her stuff.
http://www.youtube.com/watch?v=CPhVAGs0pIw James Franco Gucci by Sport http://www.youtube.com/watch?v=Mi0AqS4e6NI GoDaddy teacher
ReplyDeleteThe first gender stereotype advertisement was advertised for Gucci by Gucci Sport with James Franco as the male spectacle. The ad was suppose to be selling Gucci cologne but it sold James Franco more. The advertisement showed Franco dripping wet from a pool slowly pulling himself out of the water, showing off his muscles. This commercial was depicting toward men because it is signifying if you wear Gucci cologne you will be as sexy as the man in the commercial, which is also false hope. I viewed this advertisement as Relative Size because it depicted the male figure as very masculine. There was a short piece with him and a female and although it didn't show anything that made him look superior, it was both of their body languages that allowed me to think he was the superior one in the relationship.
The second advertisement was a Go Daddy commercial. Everyone who has ever watched a Go Daddy commercial knows they are typically sexual. Go Daddy uses sexual innuendoes to try and sell their product. This particular commercial was so sexually suggestive that television networks wouldn't even allow it to air. It did, however make it to online advertising. In this Go Daddy commercial the students are talking about their "attractive" teacher. When she walks in the classroom she busts out in a sexual manner. The advertisement is definitely suggestive. It is depicting toward women because it allows women to think if they dress sexually suggestive and act that way they will earn that respect and be able to sell just about anything. I place this advertisement as Feminine Touch because she uses her hands in a way that shows her sexuality. She doesn't do sexual things with her hands but it is still suggestive.
http://fashionscansremastered.net/category/advertisements/page/2/
ReplyDeleteThe first advertisement is from True Religion, a clothing company. They not only advertise the clothes, but also have a women being seductive and holding a baseball bat. Her jeans are unbuttoned and some of her stomach is showing. One gender stereotype that might go along with this is that women are only there to look at and aren’t meant for much else. Many companies use a beautiful, seductive woman as the model for their advertisement. This particular advertisement goes along with Goffman’s Ritualization of Subordination stereotype because it has the women posing seductively and sexy. The model may not be laying on the floor or bed, but she is showing some skin and is holding a baseball bat that most men might think is a sexy pose and style.
http://designyoutrust.com/inspirations/40-vintage-retro-advertisements-for-inspiration/
This advertisement has the women holding saran wrap and it looks like she is going to cover up some sandwiches. The man in the picture is standing behind her and is holding a briefcase and has a look on his face that expresses the fact that she is doing her job. The stereotype in this advertisement is easy, the man is going to work and the women is supposed to stay home to cook, clean, and do other household chores. According to Gaffman, this type of advertisement is a functional ranking stereotype because the man obviously has a job because he is holding a briefcase and the woman is doing house chores. Relative size also works for this picture because he is standing behind her and looks significantly taller than her.
http://www.youtube.com/watch?v=QhEXVkay0UU
ReplyDeleteThere are multiple print ads shown in this video. The first one is showing stereotypical views that women should be beautiful for their man and that they should be able to make good food/beverages. The second ad is targeting men and stereotyping that men are active and strong. The third one is by far the funniest. Women are seen as fantasizing about clothing and accessories, whereas men are seen as loving beer and partying. This video also incorporates interpersonal relationships between men and women and how their opposing opinions and socialization with peers of the same gender. The Goodyear tire companies ad is slightly offensive to women implying that they are physically unable to change a tire. There is also an ad in this video that relates back gender preferences in toys. All of these stereotyping are shown in the ads from this video. Function ranking is demonstrated in the tire commercial when men are shown as being more functional than woman. It also shows the executive role of men compared to women in physical situations. Relative size is incorporate in all of the body wash ads. The men are seen as being tall, muscular, and attractive. This is to attract the woman and sell the product to men. Ritualization of subordination is shown in many of these ads, but it is especially presented in the video with Megan Fox in the bathtub. The family aspect of ads is highlighted in the gender stereotyping with children. The father is associating with his son and does not want him playing with dolls. So the father primarily relating with the son is an example.
http://blogs.babble.com/strollerderby/files/2011/11/vintage-05.jpg
ReplyDeleteThe first ad that I chose that depicts gender stereotypes is a vintage ad for ketchup. In this ad it says, “You mean a woman can open it,” which is playing into the stereotype that women are weak. This ad is making it seem like the ketchup bottle is so easy to open that even a weak little woman would be able to do it. While I do not think that this ad fits into any of the categories perfectly, I believe that it most closely times with relative size. Even though a man is not shown in this ad, the ad is hinting at the fact that men are stronger than women are, but because the bottle is so easy to open, women are able to do it without the help of men.
http://www.businesspundit.com/10-most-sexist-print-ads-from-the-1950s/?img=21454
The second ad that I chose depicts a man standing on top of a tiger rug that has the face of a woman. The man’s foot is also placed on top of the woman’s head. By placing the man’s foot on the woman’s head, this ad depicts the stereotype that men are more powerful than women. This ad also depicts that women are doormats and need to cave to a man’s wishes. This ad fits perfectly into the category of ritualization of subordination because the woman is depicted lying on the ground while the man looks on. This ad also fits into the category of relative size because the man is depicted as much larger than the woman in the ad, making it seem like he has more power and rank than she does.
http://en.wikipedia.org/wiki/File:Mencontrol7.jpg
ReplyDeleteThis Gucci ad focuses on the stereotypical strong man who is muscular and commanding, while the woman is placed at his feet, one her knees, in a very submissive pose. The two Goffman stereo types that this ad primarily plays on is the Rituality of Subordination and the Relative Size. The add hits on Rituality of Subordination due to the man standing upright and strong while the woman in on the ground at his feet, almost kneeling to him, while she looks away. It is very obviously portraying that he has the power. The ad also hits on relative size dues to the women being very low, petite, and on the ground, while the man is standing tall and strong, so tall that he cannot even fit in the advertisement.
http://whatremainsbaby.wordpress.com/2009/07/12/gender-differences-in-advertisement/
This ad very strongly hits on gender stereotypes. The man it very businesslike, commanding and wealthy, while the woman in relaxing on the beach in a feminine pose. This ad hits on Goffman’s Functional Ranking, Relative Size, Rituality of Subordination, and The Feminine Touch. Functional Rankings for the man is it business attire, obvious the bread winner in the situation where as the woman is portrayed as a trophy wife who is waiting for her man to provide. It shows Relative Size for the man is seems gigantic in comparison, towering out of the photo and the woman is small (besides her breasts) and taking up only a small portion of the picture. It plays on the Rituality of Subordination because the man is standing over her in a very commanding, demanding, and overpowering way. Feminine touch can also be seen in the ad. She very gently grabs her sun glasses to look up at the man, while the man is aggressively clutching the bottle and glasses.
http://www.youtube.com/watch?v=YTcOrqYTM4Y
ReplyDeleteThis advertisement shocked me the first time I saw it a month or so ago. It’s an ad for “truecar.com,” which allows you to print out estimates for cars before going into the dealership. The commercial illustrates how women need help buying cars. They “talk big” but once they go into the dealership they “can’t hold their own.” Buying a car causes women “anxiety” and truecar.com makes it easier to go in “by yourself” so you “don’t need to bring a dude with you.” It just goes on and on and the longer I watched it, I couldn’t believe it! I suppose this advertisement shows functional ranking, as the men are necessary to know how to buy a car, and the owners/salesmen are men, intimidating young women who have no idea how to buy a car without getting taken advantage of.
http://femalestereotypes.files.wordpress.com/2012/03/mr-clean.jpg
This second advertisement is for Mr.Clean and shows a woman with her daughter. The ad says “This Mother’s Day, get back to the job that really matters,” implying that with Mr. Clean, a woman can clean quickly and get back to “the job that really matters,” aka raising her children. This advertisement not only depicts that women do the household chores, i.e. cleaning, but it also implies that women have two jobs-cleaning and being a mother. Once the cleaning is done, you can get back to raising those kids. This ad stereotyping could be described by Goffman’s “family” stereotype, as the woman takes cares of the household chores and the children; the ad even shows her with a daughter.
This ad depicts the family version of stereotyping that is used in advertisement. It clearly shows a father who is relating to a son by having the father work on a tractor while the son plays with toy tractors in the dirt nearby. It is giving the idea that the son will eventually grow up to be a man just like his dad by becoming a farmer and working on tractors. Being a farmer is usually seen as a very manly thing to do, and normally when you think of a farmer the first gender that pops into your head is usually a male instead of a female.
ReplyDeletehttps://www.google.com/search?espv=210&es_sm=93&biw=1366&bih=667&tbm=isch&sa=1&q=gender+stereotype+ads+portraying+fathers&oq=gender+stereotype+ads+portraying+fathers&gs_l=img.3...77457.82036.0.82151.23.22.1.0.0.0.176.2179.10j11.21.0....0...1c.1.31.img..21.2.343.SKifp4xIu_U#facrc=_&imgdii=_&imgrc=ZIzfcCI5tGwsqM%3A%3BYGEa5mkMMn0g9M%3Bhttp%253A%252F%252Fjennietaggart0.files.wordpress.com%252F2013%252F04%252Fgender7.jpg%3Bhttp%253A%252F%252Fjennietaggart0.wordpress.com%252F2013%252F04%252F14%252F4%252F%3B1223%3B960
This second ad may be one of the worst ads I have ever seen selling Gucci. This ad represents the relative size version of stereotypes that is used in advertisement. It shows a woman basically groveling at the feet of a half dressed man. The man clearly thinks of himself as superior as is portrayed by his stance. This ad makes women seem ridiculous and shallow, since it says that women basically bow to men who buy this product. The woman apparently also needs a longer dress.
https://www.google.com/search?espv=210&es_sm=93&biw=1366&bih=667&tbm=isch&sa=1&q=ads+portraying+gender+stereotypes&oq=ads+portraying+gender+stereotypes&gs_l=img.3...20939.31147.0.31257.71.43.10.5.5.8.324.3900.23j13j1j1.38.0....0...1c.1.31.img..51.20.575.56GWiBz1NuM#facrc=_&imgrc=T5nhVMk6d1QRoM%3A%3BdAgTVlO6ARY08M%3Bhttp%253A%252F%252Fupload.wikimedia.org%252Fwikipedia%252Fen%252Fthumb%252F7%252F71%252FMencontrol7.jpg%252F220px-Mencontrol7.jpg%3Bhttp%253A%252F%252Fen.wikipedia.org%252Fwiki%252FGender_advertisement%3B220%3B297
http://blogs.longwood.edu/advertising3/2012/10/11/dolce-gabbana-ad/
ReplyDeleteThis ad shows the gender stereotype that men are stronger and superior to woman. This ad also shows the stereotype that woman are sexual possession. Both of these are negative stereotypes towards woman. In many fashion ads I believe this is the case. This ad is an example of relative size and ritualization of subordination. This ad shows how men can dominate woman. This is done by having to woman lay on the floor which makes her look smaller and weaker than the mean. The ad also does this by having one man on top of the woman and having other men look strong and tall. All of these images have the reader think the stereotype that men are stronger than woman. Having the woman lay on the floor in a sexual position shows ritualization of subordination. Yet again, this makes the reader think that men are superior to woman.
http://rheannabedi03.wordpress.com/2011/11/12/digital-media-and-advertising-and-alcohol/
This sky vodka ad shows the gender stereotype that woman are suppose to be skinny and attractive. This stereotypes that is depicted in many alcohol ads gives the false picture of woman to men and other woman. I think that this type of advertisement causes false ideas of what woman are suppose to look like which can cause woman to try to be like that. And in all reality the photograph was air brushed to look like that. This ad is also an example of function ranking and the feminine touch. In the ad the man is wearing a suit which implies power. This shows that the man in this ad is in an executive role, while the women in the ad have minimal clothes on which does not show power. The women in the ad are also holding a martini glass and shaker. This shows feminine touch. This causes the reader to think of the soft and gentle touch of woman, thus, showing them as weak and not strong. Yet again this ad shows woman as more sexual than men. Some people might say that that is a stereotype and makes woman look weaker than men.
http://www.youtube.com/watch?v=PDBMHz1Dthw
ReplyDeleteThis advertisement is an advertisement for Electrolux products. This particular ad features Kelly Ripa doing multiple tasks such as running from a conference to running home to take care of her kids and play with them, to throwing a party and hosting, to bringing out a perfectly cooked meal from and Electrolux oven. Not one single clip showing her husband or a man in a supportive role. This pushes the stereotype that men are not much help at home and don't really do much while women do alot of things while keeping the home together. This advert fits the Family stereotype because of how it portrays fathers as being physically distant from their families.
http://www.youtube.com/watch?v=8tZR3M7SQwA
This ad is for swiffer dust wipe. the ad shows a man "dust dude" in a dust suit talking about being stuck in weird places and he get excited because there is a woman with a duster cleaning off the keyboard and getting dust dude out from between the keys and the man saying "you're just my type." The ad fits the stereotype that once again women are the homemakers and cleaners while men, represented by dust dude, are the ones that mess up the home. I am yet to see a swiffer ad that involves the man being the one to use a swiffer or clean with a swiffer. The other gender stereotype is that men are just waiting for the woman that will be homemakers. The ad is an example of Function ranking and Family beause it shows the man being able to succeed in his goal because of the help of the woman and that men don't have time to think about being clean. It also shows that it is a woman that is taking care of the home and making it look clean instead of the man.
http://www.youtube.com/watch?v=QI7S7mKYHhY
ReplyDeleteThis one is called "Reverse Gender Stereotypes at the Gym". It's actually a pretty funny video and it was circulating around on social media last year. I believe that this ad fits the "relative size" stereotype, depicting the image that a manly man should be large and muscular, lift weights, take protein supplements/steroids, and work out hard/religiously. It then portrays females as being small and feminine, not lifting weights, being objectified by men during workouts, answering their phones at the gym, etc. (All of these are reversed in the video, but you can see what I'm saying!).
http://www.youtube.com/watch?v=Mgl2BE8hgCo
This is a commercial for AXE body wash showing girls in skimpy bikinis and how AXE body wash has a strong sex appeal. This can demonstrate ritualization of subordination as well as the feminine touch, both by which women are objectified and touching themselves in a sexual way.
http://www.youtube.com/watch?v=vRYfouuHPvs
ReplyDeleteThis clip shows an older commercial of a woman using ‘feminine touch’ to sell Folgers. It seems Folgers frequently did this in past advertising. In the commercial, the man threw his coffee into a bed of flowers exclaiming it was “criminal”. The woman, upset because he was unpleased, went out and got Folgers, the coffee that is mountain grown and not bitter.
http://www.youtube.com/watch?v=lbCtirtPEnI
This clip shows an older commercial of a woman using her sexuality to sell a printer. In the process, she degrades herself quite a bit, saying women can’t do many things. This is using feminine touch.
http://www.youtube.com/watch?v=VIMJ4UaPm2w
ReplyDeleteThis ad involves a woman who is describing a skin care product that helps with anti-aging. During the ad she has glowing skin and is dressed in very light and flawless clothing. She caresses her face during the commercial and she is shown with her "daughter" and the daughter is also shown in the ad as holding a sign to promote the product. From the aspects of the ad it is shown that the woman has the feminine touch and family stereotype. Because she is shown caressing her face, she is said to have the feminine touch by how she handles objects. The ad also perceives a family stereotype because the mother is with her daughter, laughing and cradling her.
http://www.youtube.com/watch?v=LW4jsfqx7fE
This commercial is a Geico commercial shows "Too Tall Jones" in the doctor's office and he is obviously towering over the very short and petite nurse who is weighing him and taking his height measurements. The nurse then continues by saying that she'll "guesstimate" because the measuring stick is way too short for his height. This is an example of relative size because Jones is towering over the female nurse and he is much larger altogether than the female which shows that men are depicted as being larger than women.
http://www.youtube.com/watch?v=8tZR3M7SQwA
ReplyDeleteThis commercial is for the Burger King Whopper and it is all about eating like a “man.” It’s saying the stereotype that anything healthy is considered women food and that if you eat meat than you are eating like a man. In the commercial they even destroy a mini van because it’s not manly. That’s also the stereotype of women are the only drivers of mini vans. I think that in a way this is considered function ranking because “women food” isn’t near the standards of food for men. They are more dominant and men shouldn’t have to eat healthier or lighter choices. It is showing that men should be able to eat a lot and of what they want.
http://www.youtube.com/watch?v=_9MgN6j_Hnw
This is a woman stereotype of a mom with a minivan. She goes to the store and runs all of the household errands. She picks the kids up from their after school activities and is the stereotypical soccer mom. I think that this could be a function ranking as well, because it is the stereotype of how women/moms function their normal activities. They are supposed to be the primary caregivers and take care of the household in general. To not be so stereotypical the commercial could have had the dad going to get the groceries and picking up the kids.
http://youtu.be/O5WwnQ0Mh6Y
ReplyDeleteThis video is actually a compilation of advertisements from GoDaddy. GoDaddy is a privately held company that is primarily an internet domain registrar and web hosting company. I’ve seen their ads time and time again and am constantly disgusted at the way the information is presented. There is a way to do such things with tact or to a certain humorous extent, however the subordination shown in all of these ads is outrageous. Not to mention completely degrading women as a use for merely ‘eye candy’ and a form of pleasure, this is encouraged by the encouragement of the endorsement of one of the most popular and famous female athletes of our generation, Nascar driver Danica Patrick.
http://youtu.be/sNBdU0PwWKU
Another example of subordination with women is shown in this hamburger and fast food chain commercial. I was searching for another commercial I had recently seen on television, however I couldn’t recall the fast food chain (which I believe speaks volumes for the message being perceived by the viewer). This video had the exact same feel to it though, so I used it instead. The female in the commercial was used purely for her physical features, in fact the article barely discussed what it was truly selling, which was not the woman’s body. They very loosely tried to tie in the way the sandwich was prepared to an outing on the beach with a scantily clad woman in order to get more people to stay on the channel with the commercial and pay attention.
http://youtu.be/Zza3GqEL5B0
For added fun, I decided to include a Dr Pepper Ten commercial, which I believe shows the male version of this stereotype while confirming female stereotypes. In this commercial the men are shown as large and buff, going about very ‘manly’ activities while taking on the domineering role within the commercial and assuming the general woman (even extending that idea into the audience) would dislike and disapprove of the actions occurring and be unable to handle such arduous tasks. This shows the subordination of men as well as function ranking and relative size of men, where men are shown to be superior to females as well as larger and stronger.
http://www.youtube.com/watch?v=0c4iaetOC54
ReplyDeleteThe first ad I have chosen depicts the gender stereotype of function rating. It does this by showing a man doing all stereotypical “manly” activities while saying that Dr. Pepper 10 is not for women. It is also insinuating that the Dr. Pepper 10 is too powerful for women and that is portraying the gender stereotype that women are weaker then men.
https://www.youtube.com/watch?v=8tZR3M7SQwA
The second ad I chose was a Burger King commercial from a few years ago. In the ad the man is playing up male stereotypes by saying he needs manly food from Burger King instead of the “chick” food his girlfriend wants. This is showing relative size by depicting the man as bigger and therefore he needs more food than the woman.
Ads today associate with gender stereotypes to depict a certain message. These two ads demonstrate how advertisers use gender stereotypes to connect with males or females.
ReplyDeletehttps://www.google.com/search?q=gender+stereotype+ads&source=lnms&tbm=isch&sa=X&ei=PXV4UvOuDseoiAKmxoDQDA&sqi=2&ved=0CAcQ_AUoAQ&biw=1280&bih=621#q=gender+stereotype+ads+in+magazines&tbm=isch&facrc=_&imgdii=_&imgrc=GWFsmdP80XZ2cM%3A%3B6YYMuCqQcB--sM%3Bhttp%253A%252F%252Ftaylos13.files.wordpress.com%252F2013%252F03%252Fbmw-ad.jpg%253Fw%253D497%3Bhttp%253A%252F%252Ftaylos13.wordpress.com%252F%3B440%3B520 (BMW) In this ad, a man is on top of a women, but her face is covered by a magazine with a car on it, so her body is only exposed. This appeals to men because they are supposed to love cars and hot bodies. This would be an example of ritualization of subordination because the woman is laying on her back underneath the man. A car covers her face and this objectifies her exposed body. It is an insult to women.
https://www.google.com/search?q=gender+stereotype+ads&source=lnms&tbm=isch&sa=X&ei=PXV4UvOuDseoiAKmxoDQDA&sqi=2&ved=0CAcQ_AUoAQ&biw=1280&bih=621#q=gender+stereotype+ads+in+magazines&tbm=isch&facrc=_&imgdii=FV7hhhz4Vby8nM%3A%3Buc_4TlhSxX3drM%3BFV7hhhz4Vby8nM%3A&imgrc=FV7hhhz4Vby8nM%3A%3B8YUIK9wXni66lM%3Bhttp%253A%252F%252Fwww.adsavvy.org%252Fwp-content%252Fuploads%252F2008%252F08%252Fbow-down.jpg%3Bhttp%253A%252F%252Fwww.adsavvy.org%252F25-most-racist-advertisements-and-commercials%252F%3B393%3B317 (JCPenny ad)
In this ad, it shows a happy family enjoying a fall day by doing some yard work. The dad and son are bonding while the mother hangs out with the daughter. This is a prime example of the family stereotype. The separation, even on a different page, demonstrates how the father and son are a separate unit from the mother and daughter. The parents primarily relate to the child of their corresponding gender.
Gender stereotypes are prevalent in advertising today and we must be aware of their affects.
http://www.youtube.com/watch?v=JpTC9dy9cJk
ReplyDeleteI find the Bounty commercial to be a very typical gender-role stereotype in advertisements. This commercial is the one where the daughter is carrying a bowl of soup (I think that’s what it is) and is spilling it all the way to the table. The mom is then cleaning up after her daughter with bounty. This is a stereotype because women tend to clean up after their family. They are said to be home to clean, cook, do laundry, etc. This is an example of a Family stereotype in advertisement. This is true because the mother is overlooking the daughter in this scene. Also note that the father is not in the commercial. This could also be an example of feminine touch because the mother is wiping away the mess with a Bounty product.
http://www.youtube.com/watch?v=uigjrGut_y8
This is a commercial for perfume where the woman is being seductive with a man to get the point across for the perfume. Although she is not lying on floor or bed I still think this could be an example of ritualization of subordination. I think this because the woman is clearly being shown that this perfume is to attract men. Also it could be feminine touch not because she is caressing the perfume as much, but because she is touching the male. She is showing that females can have power over males.
http://carrolb.files.wordpress.com/2012/10/bmw_advertisment_11.jpg
ReplyDeleteThis is an ad for BMW, targeting men by suggesting they will be just as turned on by their luxury car as they are by their woman. It is an attempt to feed a man's ego with a double kill, as it expresses male sexual domination and high social status with the luxury car. This is an example of Ritualization by Subordination, because the woman is expressed objectively by her position on bottom, her hands lovingly touching the man's neck, and of course, her face being replaced by a picture of the car.
http://www.gla.msstate.edu/mmsoc/subliminal/skyy2.jpg
This is an ad for Skyy Vodka depicting a man in a suit whose face is hidden behind the chair, holding a martini glass in a modern, upper class apartment, while a hot woman in a sexy dress stares down at him seductively while holding the cocktail shaker for said martini. This enforces the stereotype of the hardworking businessman coming home to relax, have their woman pour them a drink, and sit back while they tend to them. This is an example of function ranking, because while the man is sitting down and hidden, he is clearly in charge, especially implied in the fact that he is holding the drink, and the woman is holding the shaker.