How women are perceived in advertising (“The Gaze”)
Working Title:
Discuss how the portrayal of women in advertisements has had an effect on women today
or
Women in advertising has changed from women as passive objects of male gaze, to active, independent and sexually powerful agents” Dr Rosalind Gill. Explore this statement with reference to selected critical theories and advertisements (past and present)
or
"limited representations of female desire in the media [are] influencing women to feel that they should fit a mould and look and act in a certain way" Explore this statement with reference to selected critical theories and advertisements (past and present)
o Women are used as tools by advertisers
o Knowing that they are constantly scrutinised makes women change who they actually are
· Women see the air- brushed and digitally perfected women in the adverts and think that this is how the need to look
o Even though changed, women are still being taught, and believe, that the way to success is to gain the attention of men.
· Still see this as a way to success, the need to feel attractive
o Men used to be dominant, women submissive, now adverts are teaching women to be more independent
o Women see these advertisements and believe that this is how they should behave. Has been taken to the extreme.
· “sexually powerful agents” – bad reflection on modern day society. Negative effect.
· No manners, dignity
· Porn stars
http://www.bps.org.uk/media-centre/press-releases/releases$/psychology-of-women-section/advertising-sells-women-short.cfm
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