Women's roles in advertising is that they must portray a certain kind of women. They need to target what a woman wants and what would appeal to her the most. For example: on Victoria's Secret ad campaigns, it will usually show a woman or women modeling undergarments, which makes the consumer believe that they can feel and look good like those women too.When they see the kind of reactions the models and ads get from people, women want that exact attention and feeling of sexiness. "Victoria Secret somehow I think ‘gets away’ to making their ads offensive because of the type of merchandise they are known for." http://feminism-gender.blogspot.com/2008/03/women-and-their-role-in-advertising.html
"In particular, advertising has been criticized for presenting women as simple-minded, non career orientated, and male-dependent" says an article in regards to the traditional role of women in advertising. http://www.jstor.org/pss/1250235
Using women in a sexual way is nothing new, it is still used in many advertisements you see today and in the past. It's as if they're a prop rather than the main thing. Nudity is often seen among make-up, skin care and hair campaigns. Also, if a woman is by herself in an ad, she will be helpless or defenseless. If she is with a man, it will center more in on the man, using the woman as an accessory.
Women are mostly thought of as the ones who need to be saved, or helped. They appear vulnerable and weak, and when they are put in an advertisement with men, they are usually upstaged or overlooked. Every little detail with a woman in an ad makes the difference of what she's trying to portray or give off. She is showing off a product and using a certain mood to do so. "In most ads, women are made to look as if they are the damsel in distress. Their body positions, their gaze, even their enviornments add to their deficiency." http://knol.google.com/k/gender-roles-in-advertising#
Wednesday, October 26, 2011
Wednesday, October 19, 2011
Week 3 EOC: Thank You For Smoking
Framing the Scenario:
1. Determine the scenario; what happens in this frame?
This is an ad that has a slender looking female and a headline that reads, "To keep a slender figure, no one can deny... reach for a Lucky instead of a sweet".
2. What is the setting? What are the conditions?
It is a plain backdrop, giving all the attention to the girl and her pack of cigarettes.
3. Who are the people or groups?
I believe they are mainly targeting women who want to lose weight the easy way. Cigarettes when replaced with food shows dramatic weight loss in a fast amount of time. It is slightly unethical since they are promoting an unhealthy way to lose weight. However; it works because that's what women were looking for at this time.
4. What is their point of view around this specific experience?
They will do anything to sell cigarettes, so they make different kinds of ads targeting different kinds of people and demographics. They are okay with unethical advertisements if it means more revenue for their businesses and work.
5. What are their goals?
This ad dates back to the 1930's, when women were pressured to be thinner and have a certain shape. When a women reads that if she smokes a Lucky instead of going for the sugar, it gives her the idea that she can lose weight fast. The ad's goal is to target these women and get them to keep buying their cigarettes as long as they keep seeing results, while still being satisfied with the cigarette.
6. What are their assumptions? What are their perceptions?
That women will be drawn to the idea of the tasty cigarette vs. something that will make them gain weight.
7. Are there conflicts? Is there cooperation?
There are many conflicts against this ad; such as the question of is this healthy and okay for a women to do? Is it okay to promote fasting and replacing cigarettes with food? Of course not. That's the conflict that they have to deal with within the public.
8. What are the outcomes?
The Lucky cigarette ads are endless, ranging from athletes smoking, to a younger crowd, etc. The outcomes are likely to be broad since they are targeting so many stereotypes and genres of people. Since their ads pertain to a certain type, that type is most likely to keep going back to Lucky cigarettes.
http://pzrservices.typepad.com/vintageadvertising/images/2008/05/17/luckys_1930s.jpg
1. Determine the scenario; what happens in this frame?
This is an ad that has a slender looking female and a headline that reads, "To keep a slender figure, no one can deny... reach for a Lucky instead of a sweet".
2. What is the setting? What are the conditions?
It is a plain backdrop, giving all the attention to the girl and her pack of cigarettes.
3. Who are the people or groups?
I believe they are mainly targeting women who want to lose weight the easy way. Cigarettes when replaced with food shows dramatic weight loss in a fast amount of time. It is slightly unethical since they are promoting an unhealthy way to lose weight. However; it works because that's what women were looking for at this time.
4. What is their point of view around this specific experience?
They will do anything to sell cigarettes, so they make different kinds of ads targeting different kinds of people and demographics. They are okay with unethical advertisements if it means more revenue for their businesses and work.
5. What are their goals?
This ad dates back to the 1930's, when women were pressured to be thinner and have a certain shape. When a women reads that if she smokes a Lucky instead of going for the sugar, it gives her the idea that she can lose weight fast. The ad's goal is to target these women and get them to keep buying their cigarettes as long as they keep seeing results, while still being satisfied with the cigarette.
6. What are their assumptions? What are their perceptions?
That women will be drawn to the idea of the tasty cigarette vs. something that will make them gain weight.
7. Are there conflicts? Is there cooperation?
There are many conflicts against this ad; such as the question of is this healthy and okay for a women to do? Is it okay to promote fasting and replacing cigarettes with food? Of course not. That's the conflict that they have to deal with within the public.
8. What are the outcomes?
The Lucky cigarette ads are endless, ranging from athletes smoking, to a younger crowd, etc. The outcomes are likely to be broad since they are targeting so many stereotypes and genres of people. Since their ads pertain to a certain type, that type is most likely to keep going back to Lucky cigarettes.
http://pzrservices.typepad.com/vintageadvertising/images/2008/05/17/luckys_1930s.jpg
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