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Men Act, Women Appear

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Courtney Tran

on 16 July 2015

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Transcript of Men Act, Women Appear

WHAT IS THE 'MALE GAZE'?
HISTORY OF ADVERTISING
Vivian Phillips, Courtney Tran, Sarah Folkes, Asante Mizan, Julia JS, Melissa Jong
CONNOTATION VS DENOTATION
MEN ACT, WOMEN APPEAR
Male Gaze & Female Objectification Still Perpetuated in Advertising Today
BERGER
MULVEY
KILBOURNE
Ways of Seeing
"Western World's vision of aesthetic"
What hasn't changed from the Renaissance Period to now is the idea of
male spectatorship
Example 1
NOTHING HAS CHANGED.
Example 2
Example 3
GENDER ROLES
IT'S NOT ALL BAD
WHAT ABOUT THE MALES?
Discussion Questions
Popularization of
"Femvertising"
Not a new concept (Rosie the Riveter)
Women are more attracted to ads that build up other women and show realistic standards
SheKnows Media survey that suggests women want more empowering ads
Examples:
Always' "Like A Girl" campaign" and Dove's "Real Beauty" campaign
according to dictionary.com
- As a verb it means “to look steadily and intently, as with great curiosity, interest, pleasure, or wonder
- As a noun it means “a steady or intent look”
gaze. (n.d.). Dictionary.com Unabridged. Retrieved July 14, 2015, from Dictionary.com
website: http://dictionary.reference.com/browse/gaze
Men act and women appear. Men look at women. Women watch themselves being looked at. This determines not only most relations between men and women but also the relation of women to themselves. The surveyor of woman in herself is male: the surveyed female.
Berger, John. 1972. Ways of Seeing. Harmondsworth.
ADVERTISEMENTS TODAY LOOK AND PORTRAY THE SAME THEMES AS THOSE FROM THE PAST.
2010
2015
2010
Visual Pleasure and Narrative Cinema
Women are typically objects of the gaze/objects of sex and desire in film
Film audiences tend to view the characters from the perspective of a heterosexual male
3 parts to the 'Male Gaze'
Men looking at women
Women looking at themselves
Women looking at women
The role of a character in a narrative has two functions
As an erotic object for the character's narrative to view
As an erotic object for the spectators of the cinema to view
Killing Us Softly
Revolutionary work helped to develop and popularize the study of gender representation in advertising
How do advertisements affect us?
Quick, cumulative, subconscious
What else beside products do ads sell?
Love, sexuality, success, values, normalcy, identities
How do ads construct identity?
Through Photoshop: women's bodies being dismembered and then combined to create an ideal
To change, we need to transform our attitudes towards culture; become more aware and pay attention to what we see
1700s & 1800s
1700s - Development of product placement ads in printed materials
1800s - Ad agencies were established and billboards seen for the first time
19oos - 1960s
1990 - Present
Printed advertisements composed of drawings, paintings, and illustrations
Move towards film and photography
Creation of 'talkies' led to creation of film stars
Celebrity was utilized by brands to attain more consumers
Turning point happened with the realization of the popularity of the soap opera during the 1920s
Ads directed towards women at home
Growth and development in advertising from research creates a new and experimental take in advertising
Especially in the fashion industry
By 1990s, the rise of the supermodel took place
Same conditions applied with the star system technique in attracting consumers
'star system'
the practice of casting and promoting star performers for their ability to draw at the box office
see present day 'celebrity endorsements'
star system. (n.d.) Dictionary.com Unabridged. Retrieved July 15, 2015 from Dictionary.com
Definition
Noun: the public image, male or female, that a person presents to others
Disney
From a young age we are exposed to the difference between two genders and their ideal forms
Present day
Holllywood culture in which we see the same characteristics from Disney
In conclusion, referring to the Male Gaze...
gender role. (n.d.). Dictionary.com Unabridged. Retrieved July 15, 2015, from Dictionary.com website: http://dictionary.reference.com/browse/gender role
Ferdinand de Saussure: theorist/linguist/semiotician paved the way for what we now know today as DENOTATION and CONNOTATION in the 19th century
In this image
DENOTATION: A female driving a car, wearing rings, biting her lip, red hair, white font
CONNOTATION: Displaying that this female is unable to drive a difficult car, that she is unintelligent and that the simplicity of this automobile is even
easy
enough for a female
Femvertising
advertising that employs pro-female talent, messages, and imagery to empower women and girls
integrating advertising with pro women campaigns and causes
femvertisingawards.com. SheKnows Media
"What is Femvertising?". The Women Effect.
They are idealized as women are but still play the subject in advertising
Because of a foundation of patriarchal values
Societal roles seen in advertising
Males are independent
Females are the dependent
Men are broken down into 6 groups:
Jock, joker, strong silent type, big shot, action hero, and the buffoon
What are some ads that stand out as being problematic to you?
What are some other examples of Femvertising that you've seen?
Do you think there regulations should be implemented to control the sexist advertising that happens?
Why do you believe the male gaze is present in films/advertisements today?
What effect can this have upon society?
While it's not all bad, objectifying ads still overwhelm what good is put out there
Full transcript