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Advertising - gender/sexual identity

Media Analysis Presentation

Sheona Hamilton

on 5 April 2013

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Transcript of Advertising - gender/sexual identity

Gender & Sexual Identity
- Advertising By Sheona Hamilton, Hazel Stewart & Kirsten Mudge In this Seminar... History of Advertising
Impact of Advertising
Gender Roles in Society & Ads
Sex Sells
Controversial Adverts
False Advertising
Summary & Discussion The Effect of Advertising "In one 45-minute journey, the average London commuter is exposed to more than 130 adverts... In an entire day, we're likely to see 3,500 marketing messages." -The Guardian, 2005 Does advertising have a significant impact on the way think about our society?
Gender & Sexual Identity - recurrent themes The Advertiser's Perspective Adverts are neither TRUE nor FALSE
Focus on aspects of society relevant to the product
Should advertisers have a responsibility to represent society as a whole? Gender Relations & Roles Advertising can reinforce ideas of gender roles
Gender relations are socially defined & constructed
Communicating our gender - clothes, behaviour, ceremonial activities
Since ads are based off of our own society they don't seem strange or foreign to us Advertising Society Ads reflect of society Reinforces particular ideologies Women in ads Elegant Domestic Sexy Child-like Mother Passive YouTube link - watch?v=S1ZZreXEqSY&fb_source=message Men in ads Ruling Class Dominant Strong Active Metro sexual? Gender Stereotyping Advertisers can easily fall into this trap
Sometimes subconscious
Company may think there product is gender specific
Humorous - Heineken Advert 2010 Separating the Audience Stereotypes still present but slowly moving away from them
"People products" - Ads should target both male & female
Men eat chocolate & Women drive cars so why separate the audience
American car companies - "should we make special ads for women?" Are the product companies the problem? Ad placement
e.g. Magazines - Food products placed near recipes & entertainment articles. Clothing/designers near fashion spreads
Reason why magazines look the way they do. Children's advertising Moulds future markets - Barbie ---> Make-up Girls

Pastel colours
Little activity
Focus on the narration
Soft music e.g. nursery rhyme
Inside setting Boys Bright, bold colours
Lots of movement & activity
Visual excitement
Aggressive rock music
Outside setting Children relate to same sex characters "Cereal Box" Family Not much of an evolution Lionel Trains - Pink version Specially created for girls
....only because the company feared having girls in their other adverts would devalue their product in boys minds. Controversial
Advertising Benetton. A company inspired by social change Global fashion brand Extended product line Founded in 1965 Turnover 2 billion euros per year the cause, the creative, the controversy. August 2011 launches The Benetton Group : "Seeks to contribute to the creation of a new culture against hate. UNHATE Campaign Sex sells Advertising has no qualms sexualising men and women.
Attracts attention
Even attraction to the model.
Seemingly no shame. Equality Probably the most widely publicized cases of shock advertisements include the advertising campaigns produced by clothing makers Benetton and Calvin Klein' (Dahl, et al., 2003) Do the adverts buy you into the campaign? If you never knew what Benetton was, would these adverts persuade you to shop there? Explain. PETA: Animal rights organisation 30 million + supporters Focus on 4 main areas Promotes - Vegetarianism and Veganism Do you think the advert promotes violence against women? What do you think this message says to the consumers? "Vegans make better lovers" Rape Ad! History of Advertising Earliest & most powerful - word of mouth
17th century - ads first appeared alongside news articles. Information focused
18th century - realisation that demand for product needed to be created
19th century - ads seen as important part of business Dakota Fanning - Lola 16 year old actress
Body Language
Position of the perfume Chris Evans - Gucci Well known actor
Naked people advertising perfume? How many differences can you spot? Not just women Men are under the focus aswell
Shaving adverts, hair adverts
Always involving some sort of sport Early 20th century - Propaganda used to aid war effort. First instance of ads forcing an opinion.
After WW1 psychology was used to improve ads - subconscious fears & belonging
Radio & cinema helped advertising. Broadcasters needed ads to help fund programming Boom in consumer spending - TV & branding
Advertising came into its own and was seen as a proper profession.
1950s - Men behind the ads became stars e.g. David Oglivy & Leo Burnett
The most sexist ads created in this era!! The Mad Men era Have we moved on significantly from the Mad Men era? Main points from the Seminar Advertising as a whole has moved on in some ways from the Mad Men era.
Gender roles are both socially constructed but reinforced by advertising
Stereotyping not always negative - can be used for humour/ironic purposes
Sexuality used to sell but images sometimes altered beyond recognition.
Huge role to play in how society looks at homosexuality.
Future ads are becoming more controversial & pushing boundaries - more discussion about ads. JCPenney May catalog
Advert for Mothers Day
1 million mums. Did JCPenney back down? Hell no! Discussion questions Does society effect adverts more or adverts effect society? Vicious cycle? How do we get out of it
Should advertisers have a responsibility of representing all groups in society? e.g. homosexuals
Any adverts that go against the typical functioning of advertising?
How do ads in the UK compare to other ads from different parts of the world?
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