Gender in Advertising

1. What sort of images of women and men dominated advertising pre-1970s? Why was this the case?

Before the 1970's women were represented in magazines as people who did unpaid work, or worked in very stereotypical jobs such as hairdresseres. On the TV, women were represent as housewives, usually shown within the house, advertising household objects, however the housewife stereotype had declined in the 50's. This was dominating the media as it was reflecting the patriarchal society that existed before the feminist era.

2. How did the advertising of the 1970’s continue to perpetuate the stereotype of women, despite depicting women in a greater range of roles?

Though jobs for women were increasing, the media still stereotyped men and women's roles as housewives and businessmen. Men were the authoritative ones who did the voice overs, still reinforcing this patriarchal society.

3. Can Gaye Tuchman’s quote regarding under-representation and the ‘symbolic annihilation of women’ still be applied in 21st Century advertising? If so, how?

Symbolic annihilation of women can still be applied to today. Though there is a bigger range of representations of women in the media compared to the pre-70's, there are still particular representations and stereotypes of women that dominate- mainly women as sexual objects, and still the maternal and domestic women (cleaning and kids toys advert: Women are still the main sex in them). This means society still subordinates women into these roles, and means women who challenge that aren't taken seriously. On the other hand, some may think that women aren't symbolically annihilated, as they choose to sexually objectify themselves instead of the media forcing it apon them.

4. Do you agree that adverts, such as those for the 1990’s Boots No. 7, ‘It’s not make-up. It’s ammunition.’ campaign, are post-feminist (thereby representing women as better than men?). Explain your answer.


5. Is the representation of women by the media accountable for the results of a survey in which ‘women were up to ten times more likely than men to be unhappy with their body image’?

Due to the dominant representation of females as sex object, I would think this causes women to feel there is a "certain way" they should look. The media constructs ideal women for the male gaze, and not only puts pressure on women, but also makes males believe that women should also be this ideal woman.

6. Is the contemporary representation of men in advertising perhaps also a negative one where they too are treated as sex objects?

Though feminists would believe this is proving more equality of men and women, I think it would create similar problems that it has with women. This could cause men to become unhappy with their body image too.