Advertising is a powerful tool used by the media to portray an image, change an idea or shape an attitude. They draw on the attitudes and values of which people hold in society. They promote particular beliefs and ways of thinking. However, many of these do not have a great outcome towards the people of society.
One of the common attitudes present in advertising, that surround many young people today, is the attitude towards the ideal of being thin and slim. However, this ideal is almost always hard to reach and the attitudes surrounding this body image are very strong. The media has greatly shaped these attitudes to successfully produce their products. Thus, companies portray girls with slim, beautiful and perfect stereotypes to promote products successfully to the target audience. Usually for this ideal, the target audience is teenage girls. Diet, face, body and skin advertisements are almost always present in teenage girl magazines and many of the advertisements portray a girl with the ideal body image to sell their product. The girls within the target audience will see the advertisement and feel the pressure of owning the features of the perfect model promoting the product.
Thus, this will cause the girls to assume that the product will somehow make them as perfect as the advertising model. This will then contribute to the sale of the product and profit of the company. Although good for the company, this is never good for the people of society. Through company advertisements such as these, the ideal that women must be thin to be considered beautiful is portrayed to many insecure women in our society. This can then lead to problems such as eating disorders and excessive dieting in society’s young women. Many people argue that the cause of the increase in these disorders is due to the ideal stereotypes of women present in print advertisements in modern society. I feel that this argument is entirely true and many advertisements should make an effort of including average looking women to promote products to society. This may then decrease the number of eating disorders in the world.
The Term Paper on Doing Gender – How Society Creates Differences Between Girls And Boys
In this essay I discuss that “doing gender means creating differences between girls and boys and women and men….” (West & Zimmerman 2002:13) I am concentrating on the female perspective, how societyputs forth expectations of what is ‘natural’ or biological even though, in some cases, it can be quite demeaning and degrading. I am using some examples from the local ...
Another ideal present in today’s advertisements is the belief that wives and mothers should gain their greatest fulfilments by trying to please their husbands and children. Media continues to reinforce ideal stereotypes of women and men. Although the traditional role of women has broadened to include a variety of images and occupations since the earlier years, this is often not reflected in the media. Gender roles are almost always present in advertisements and present beliefs of a perfect society. From these gender roles, certain characteristics are expected of both men and women. For example, men are supposed to be natural leaders, decision-makers and providers in society beginning within the family while women
are the caregivers, supporters and followers of men. These ideals are almost always presented in advertisements in magazines or even in newspapers. Women are portrayed as the caregivers or efficient housewives and are almost always pictured in advertisements in the use of cleaning agents, vacuums, or machines to do with the running of the house. Advertisements almost always portray women at home, in the kitchen or with the children. While advertisements portraying men present the men in the workplace. Thus it is clear that the majority of the women in advertisements are portrayed in the family environment and rarely portrayed in the working environment. This portrays the belief to women of society that it is more beneficial to be a housewife then it is to work independently.
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A stereotype is almost always portrayed in advertisements that “women are born to care, fulfil and please their husbands and children.” However, this is only for the profit of the companies selling the products in these advertisements. Companies owning house wife devices are likely to present a middle aged woman in their ad, looking happy and fulfilled with life as a house wife while using the product. However, this is almost always not the case in real life and I believe women are just as capable, if not better, at skilled work as the “natural leading” men are.
Advertising can shape the way we think and act. They continue to attempt to influence society’s attitude toward the role of women in the workplace and at home and the attitude towards perfect body images. However, the women of today are becoming more aware of the influence advertisements can have upon them and advertising is becoming less of a problem. Companies are still using serious stereotypes and beliefs and as teenagers are growing up with many different attitudes and values, this can cause great problems later in life. I feel that the use of these stereotypes is unnecessary and should be banned from the media.