GENDER CODES
This article is a small attempt to analyse the role of women in advertisements. Basically advertisements are more about us, than it has to speak about the product. According to Erving Goffman, “We don’t come out of the womb with gender identity imprinted in our genes, rather our environment sets a pattern of behaviour for us. It’s difficult to watch young boys playing with dolls or small girls indulging themselves in action picked games. Each sex whether male or female has been given definite cultural orientation.
Every male is represented as strong, intelligent, competitive, active, dominant and powerful. Whereas a female is represented as dependent, emotional, empathetic, weak, soft, passive, delicate, submissive and vulnerable. Hence there is nothing natural or biological but the outside world lend us these gender identities of which we are unaware of. These gender codes are seen in the most concentrated manner in our advertisements.
The very purpose of advertisement is communication and that communication which is not only quick but also very deep. What’s negative about these advertisements is that they don’t seem strange or weird to us at all. These advertisements tell us what culture holds as something normal. In India, our world of advertisements is governed by various Acts where indecent representation of Women (Prohibition) Act, 1986 fails to plays an important role.
The Essay on Gender-role in Advertisement
... being designated as inappropriate for their gender (Dietz, 1998). Traditional stereotyped gender-role portrayals in advertisements Most advertisements portrayed both males and females stereotypically. ... more familiar and comfortable with gender-stereotyped advertisements (Morrison & Shaffer, 2003). Gender portrayals in the context of advertisements were found to be predominantly ...
This Act defines “indecent representation of women” as the depiction in any manner of the figure of a woman; her form or body or any part thereof in such way as to have the effect of being indecent, or derogatory to, or denigrating women, or is likely to deprave, corrupt or injure the public morality or morals.
The basic intention of this Act is to prohibit indecent representation of women through advertisement or in other publications. But how far is this Act successful to fulfil its motives? Does the right to live with dignity that has been enshrined in the Constitution allowed to be implemented?
To begin with the representation of female hands are shown touching the outside of objects like cars, perfumes, cosmetics thus sending a message that the products are more powerful and these feminine hands are mere decoration. Women don’t carry objects or rather lack control over them. During the launch of new branded cars these images are common, where women are reduced to decorative objects, gently and smilingly touching the cars in order to lure people to buy them. Unfortunately, we see these images as normal, natural and nothing abnormal. In contrast the masculine touch is more assertive, controlling and bold. Male hands are shown manipulating the environment, moulding it to their desire and where the grip on female partner is commanding and firm thus showing that masculinity is all about power and strength.
This sense of touch can be extended where models are shown touching gently their own body. Thereby showing that the body is delicate and a particular product is protecting them. Breathless images of women convey that the world is too much for them to handle as if they are insecure creatures asking for support. Again, in contrast if men are shown touching themselves these men don’t look real men rather competent models for a gay magazine.
Body postures carry deep significant meanings. Where women are shown lying down either on their backs or bellies making them completely defenceless from possible threats. It is a position talking of total submission and sexual availability. Pornography uses all these postures where the difference lies in the fact that in advertisements models are seen scantily dressed or covered whereas pornography has no relation to clothing. Be it men or women in lying down position, finally there is only one audience – men.
The Term Paper on Figures In The Women Man Body David
In the Egyptian era there were many art forms that were done and sculpted. Seated Scribe is one of these Egyptians sculptures. It was done in 2400 B. C. E and was done in limestone by subtractive sculpting. The colors that are used in this sculpture are very plain and bland. You can notice that the color is wearing away at the sculpture because there are blotches where the paint has started to ...
Even the knee bending shown by all beauty pageant contestants connote that she is ungrounded. She is less than fully prepared to react quickly to her surroundings. Comparatively the male walk on the ramp is far confident with hands in the pocket symbolising absolute control and dominance.
This female model also shows her head leaning on one side rather than holding the head up high, upright and firm conveying off balanced. At times head is pulled backwards with arms free in the air making the neck extremely visible thus showing absolute submission to environment. This neck posture is usually seen in animals when they submit to a stronger beast. Here this women has surrendered herself and accepted helplessness.
Gender also exhibits psychological codes. Women are often portrayed inattentive drifted in dreams, fantasying, lip biting, and not conscious of what is happening around them. Hence there is presentation of subordination.
We have to redefine indecency and reaffirm the concept of morality. Women are treated as objects causing objectification of women. It is difficult to stop these discriminating advertisements but it is important to change our outlook and mark a society of absolute equality.
This article is just an attempt to bring in an awareness that now it’s time we don’t just remain consumers but rather become citizens where we treat our women with respect thereby ensuring a life of dignity.
Shirin Sonawane
