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How have women been portrayed because of digital advertising

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Faith Lebo

on 20 April 2017

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Transcript of How have women been portrayed because of digital advertising

Jean Kilbourne video about how media has changed , for better or for worse.
Targeted advertising
Sexism (Hostile VS Benevolent)

Targeted Advertising
Targeted Advertising: An ad from 1997

Targeted Advertising (Continued) Calvin Klein Ad from 2011
Jean Kilbourne on an update of advertising after her article.
How have women been portrayed Through digital advertising?
Jean Kilbourne explores her ideas of how media has changed in her TED talk "The naked truth -- advertising's image of women: Jean Kilbourne at TEDxLafayetteCollege" Has advertising gotn better? Worse? Kilbourne discusses how media changes people to fit the ideal image.

“Knupfer (1998) suggests that internet advertisements depict females in submissive or helping roles that tend to emphasize sexuality, attractiveness and dependency upon male protection” (Plakoyiannaki)

The commercial advertisement shows men being the protectors and women being used as sexual objects to appeal the man, making it something about love rather than war.

In this video below Jean Kilbourne talks about advertisements and media and how they change. If you look at this image and the following image you will see just how they have gotten worse.
Targeted Advertising cont. "Like A Girl"
" However, portrayals of women in advertisements have not kept pace with these changes, and as powerful communicators of values and beliefs, they continue to reinforce gender stereotypes in soci-ety (Davies, Spencer, & Steele, 2005; Hurtz & Durkin, 2004; Lindner, 2004). Women in advertising are still portrayed " (Infanger 219)
In Jean Kilbournes Video
Killing Us Softly 4
from 4 years ago states that " I actually have to say that really things have gotten worse. Ads sell more than products they sell values, they sell images, they sell concepts,of love and sexual reality of success."

gender identities and stereotypes
"Gender stereotypes are general beliefs about sex-linked traits and roles, psychological characteristics, and behaviors describing women and men" (Plakoyiannaki 102)

Hostile Sexism
" Hostile sexism (HS) toward women is based on a clear antipathy toward and derogation of women and serves to justify the power of men. " (Infanger 219)

Benevolent Sexism
"Indeed, benevolent sexist attitudes are reserved for gender-stereotypical women, rewarding them for conforming to low status, traditional roles (e.g., as housewives; Glick et al., 1997)." (Infanger 219)
By dictionary sexism is defined as "prejudice, stereotyping, or discrimination, typically against women, on the basis of sex"
"Housewife, Women’s place is at home; Primary role is to be a good wife; Concerned with tasks of housekeeping" (Plakoyiannaki 104)

Whats a women to do?
Almost all the advertisements that are about cleaning are females in the kitchen . Women clean, they cook and do everything in the home for the family.
"promotes female portrayals in domestic chores such as decorating and interior designing, gardening, and
preparing healthy meals" (Plakoyiannaki 109)

Most of the cleaning commercials you see, such as scrubbing bubbles are women doing these things
You hear things about women all the time. These things you hear just form over hearing conversations. Such as "Women are supposed to cook and clean" or "Women love to shop"
"Knupfer (1998) suggests that
internet advertisements depict females in submissive
or helping roles that tend to emphasize sexuality,
attractiveness, and dependency upon male protection." (Plakoyiannak 103)
Hostile sexism is putting down someone and making them be the submissive in any relationship. Putting a women down is just a small part of hostile sexism. Saying that "She cant do that shes a girl" is just a small portion of what it can be. Hostile Sexism is a break off point of sexism.
Showing women a how to do something is a form of Benevolent sexism. For example when a women needs help with, let say, golfing. Instead of putting her down someone helps and becomes the guiding hand. Unlike Hostile Sexism people give them help. Complements of "You look nice today" in a work place is also a sexist comment because it only pays attention to her appearance.
"inequality and the promotion of ‘‘sexism.’’ Sexism refers to the portrayal of women in an inferior way relative to their capabilities and potential, and is manifested in the depiction of women in cliche´d traditional and decorative roles in advertising" (Plakoyiannaki 102)
Sexist comments are the little things that degrade females. There is two types of Sexism Hostile and Benevolent. As you continue there will be sections on both. Sexism is big in media even if it is the little things.
"...posits that sexism is associated with female-audience magazines, which is manifested in decorative roles linked to increased use of cosmetics and greater concern for physical attractiveness." (Plakoyiannaki 104)
The video to the right is an example of a targeted advertisement towards women but also gives a general idea of some stereotypes that females in general know or hear. What does it mean to be a girl is the question in the video. This targets females in a way that is eye opening as to how we see them fit into society.
Staying in the sterotype, the mother take on things.
The stereotype of women are meant stay home with the kids is just another stereotype. From the article "Beyond the cliche" the author David Gianatasio states "All moms aren't quite the same. All women aren't the same." Not all of them are some women do work.
Work Cited
Women think that they can only look one way cause society told them to feel like that. Advertisements feed into sexism that seems to belittle women to think that they have to have a certain body to be pretty, they need make up to feel comfortable in there own skin.
Through my research I was able to discover that women are just being portrayed in the media as sex objects but also the media targets women even when it is a mens commercial. The media plays of stereotypes and sexist roles toward women. Women have been portrayed through digital advertising for awhile and more then some may think. Media worries about what will sell a product rather than the lasting effects it can have towards women themselves.
Faith Lebo
Aileen Keown Vaux
English 201
March 8, 2015

The society we grew up in taught both genders that a stereotype was no women could it alone they had to rely on a man,
Always #LikeAGirl. Dir. Greenfiel Lauren. Perf. Erin and Dakota. YouTube. Always, 2014 Jan. 26. Web. 8 Mar. 2015.

Axe Peace | Make Love Not War (Official Extended Cut). Youtube.com. BBHLondon, 15 Jan. 2014. Web. 8 Mar. 2015.

Cascade Platinum Commercial. Perf. Beth Littleford and Jenna Macari. Youtube. Jamie Gee, 25 May 2013. Web. 8 Mar. 2015.

Christy Turlington Calvein Klien Ad. 1997. Calvin Klein. Nydailynews.com. Comp. Calvin Klein. Web. 8 Mar. 2015.

Dr. Pepper TEN Action Commercial. Youtube. Jakethelombax Mar, 30 Nov. 2011. Web. 8 Mar. 2015.

Electrolux Commercial. Perf. Kelly Rippa. Youtube. Commercial Tunage, 23 Mar. 2013. Web. 8 Mar. 2015.

Garofalo, Tom J. Entities-R-Us. 2012. Http://www.entities-r-us.com. Web. 8 Mar. 2015.

Gender Stereotypes. N.d. Google. Genderspectrum.weebly.com. Web. 8 Mar. 2015.

Khloe Cosmopolitan Cover. 2014. Cosmopolitan Magazine. Usweekly. By Rachel McRady. Web. 8 Mar. 2015.

Killing Us Softly 4 Trailer. Dir. Jean Kilbourne. Perf. Jean Kilbourne. Vimeo.com. N.p., 2011. Web. 8 Mar. 2015.

Miss. Representation. N.d. Wordpress.com. Web. 8 Mar. 2015.
Moms Mother Day Practice. 2013. Someecards. Someecards.com. Web. 8 Mar. 2015.

The Naked Truth- Advertising Images of Women: Jean Kilbourne at TEDxLafayetteCollege. Perf. Jean Kilbourne. TEDx, 2014. Film. Dir. Jean Kilbourne. Perf. Jean Kilbourne. Youtube.com. TEDx, 8 Mar. 2014. Web. 8 Mar. 2014.

Saldana, Zoe. Zoe Saldana Calvin Klein Lingerie Billboard. 2010. Sunset Boulevard. Dailybilboardblog.com. Web. 8 Mar. 2015.

Scrubbing Bubbles: How to Clean a Bathroom in 5 Minutes. Youtube. Scrubbing Bubbles, 22 Dec. 2014. Web. 8 Mar. 2015.

UN Women Ad Campaign. 2013. Newsfeed.time.com. By Jessica Roy. Web. 8 Mar. 2015.
Women. 2013. Storify. By Hillard. Web. 8 Mar. 2015. <https://storify.com/hillard/ambivalent-sexism>.

Women Know Your Place. 2013. Freewood Post. By Ribert Graves. Web. 8 Mar. 2015.

The Womens Place in Classic Age of Advertising. 2012. Better World Books. Web. 8 Mar. 2015. <http://images.betterworldbooks.com/158/-You-Mean-a-Woman-Can-Open-It-9781580623773.jpg>.

3:15 to 4:43
Interesting Fact
According to a study by two Dutch students Diane A d'Vries and Jochen Peter did a study where they showed a 221 women ages 18-25 pictures of ads from the media and then had them create an online profile. They told the Participants two different things such as "The crucial difference between the two conditions was the accessibility of the self portrayals would be visible to others" (d'Vries 1486). The group that were told that the online profile would be public changed their a[[appearance because of what they saw on the Ads. They though they would have to self-objectify them in the way they would be intrigued. That being said, in media so many people have said I want too look like this celebrity because shes pretty. As said in
Jean Kilbournes video Killing us Softly 4
"Even supermodel Cindy Crawford wish she could look like Cindy Crawford". The media portrays women in a fake way because of how much editing they do. The women in the dutch study only wanted to look like someone they have seen or objectify themselves in a way they knew people would like.
4:57 to 5:14
6:03 to 7:02
9:40 to 10:10
Full transcript