Ad presentation

media is one of the most common forms of communication

in today's technology dependent time through media platforms such as

facebook twitter and videos.

Individuals in society are presented with both a clear and

consistent stream objected expectations and are given models to imitate.

Today, it is normal for men to be portrayed as

strong and funny, whilst females are more likely percent presented

in a physically attractive way.

Gender specific portrayals are continuously reinforced by the many media

platforms. And unfortunately without media changing the way it portrays

gender or forever be difficult for gender stereotypes to change

gender roles are still evident and there are still stereotypical

relations to gender identities, even though there are theories that

explained in a development like the social learning theory, which

highlights that our social environment, including the media, influences our

gender development.

This teaches us that we learn from observation and as

a child, we construct our agenda from what we see

around us, meaning Children, influenced by those around them and

then what is it and accept agenda.

Therefore, the question we should ask ourselves is if society

is changing and gender identities are becoming more accepted alongside

gender equality, why advertisements not following this pattern?

Why are we letting advertisements continue to promote gender negatively?

The initial issue is that patterns we see and advertisements

are often related to two genders.

Female and male according to stats.

NZ in new Zealand, gender refers to a person's social

and personal identity as male, female or another gender or

non binary.

Gender definition also highlights that as a person, gender can

change and may not be the same as it was

in booth.

However, even with this definition of acceptance of gender identities

and gender expressions, New Zealand and other countries still provide

the majority of advertisements that focus on male or female

gender. The patterns that follow women and advertisements are often

those of sexualization and objectification.

This is because women often wearing little to no clothing

and a further dehumanized through image choice and are often

seen in images as submissive women.

And most advertisements are sexual objects or subjects because more

than often the woman in the advertisements are skinny, have

flawless appearances and is showing the perfect body Male parents,

advertisements are completely different hormones patterns.

Males are often showcases the dominant gender.

Is there more often placed in front or main frame

of the image and advertisement and are looking directly at

the camera.

Males often seem fully clothed in advertisements and thus are

presented in a much higher and authoritative and happier way

being compared to women.

These patterns can be seen in the example of the

perfume advertisements provided media such as advertisements focused mainly on

men and their dominance.

With five out of every six names and the media

are that of mail.

Even when women are dominating their book, they're sexualized and

often wearing little to no clothing perfume and I'm gonna

often most commonly the models that are used even men's

cologne adverts, the word used in the deal advert.

What would you do for love is even implying that

a woman would do anything including sexualized themselves for love

issue with these advertisements.

That is that they're both gender, stereotypical and gender specific.

Brandon discusses that my gender colour coding into pinks and

blues and setting different general expectations for specific genders, conveying

messages based on gender stereotypes, influencing how we treat boys

and gifts.

Both these advertisements separate girls and boys and associate, for

example, girls of Princesses and ballerinas and boys with blue

and cuts.

This is a stereotypical patterns and portrays how a child

to grow up and what they should do to achieve

their general ultimately shaping the pathway of action and understanding

for both females and males as we grow and develop

similar. They like the psycho dynamic theory.

This theory is consistent with advertisements when Children are brought

up in society that values male dominance and feels female

observance. It encourages Children to grub and follow these rules,

influencing general court inequalities and reducing the acceptance of different

gender identities.

Catherine Frith created the Tryout party analysis, which consists of

three steps, analyze advertisements.

First step, the service meaning consists the first impression that

the reader or viewer gets from their initial quick study

of the advertisement.

This initial service meaning can be described through, for example,

listing all the objects and people seen in the advertisement.

The second step, the intended meaning can be explained as

the advertisers intended meaning.

This is the sales message.

The advertisers trying to relay this stage can also be

referred to as the strategy behind the ad or the

expected meaning.

Third is the cultural or ideological meaning.

The step relies on the knowledge of the reader.

Everyone makes sense of things like advertisements by relating into

culture and shared or common beliefs.

Ideological values are often expressed through for example stereotyping an

advertisement. Many sales messages are built on cultural and ideological

police pushed by advertisers rely on this system.

The service meaning behind these geeky advertisements consists of in

the first cover, a well known singer who was wearing

no clothing with your body facing directly at the camera

and facial expressions looking sexualized.

This is also Uh huh.

There is also no writing surrounding her.

Her body is the focus of the cover.

On the next cover is a well known actor but

he is fully clothed, smiling, looking directly to camera and

is surrounded by text.

The intended meaning of both of these G.

Q. Advertisements is to grab the attention of males as

the G.

Q. This is geek.

Use target market, they do this through both sophistication and

sexualization. There are two ideological meanings.

One is that the woman's cover implies the women should

look like GQ smooth.

Here portrays a belief that women should take off their

clothes and bear all to be noticed.

The other cover, which features the male, carries the belief

that men have power and are hard workers borrowing the

lines of typical male general.

Both advertisements for the typical and traditional gender stereotypes indicating

that G.

Q. Does not set trends rather influences negative gender stereotypes

and ideal look ideologies of what it's like to be

male and female.

The service meaning of this advertisement is that we need

to stay home to prevent further spread of the coronavirus

through the use of imagery.

The audience is able to see that the advertisement is

saying that women need to play their part and do

all the chores, such as cleaning and caring in the

home environment to keep everyone safe while the males can

relax. The intended meaning is in this advertisement simple.

The UK government wants to make sure people during the

coronavirus pandemic, stay at home and know that by doing

so they will be saving lives including their own.

The ideological meaning can be shaped from the backlash.

This advertisement has received Many people hold the belief that

it is sexist because depicting several households showed only one

man lounging on the sofa and several women or performing

household chores.

The ideological meaning that this ad has gained is based

off gender stereotypes, that gives men typical ideas of power

and women ideas of housework and care.

The surface meaning for this advertisement is that Victoria's secrets

found the perfect bodies and these women are all what

is regarded as perfect.

Any other body shape is imperfect and should feel insecure

and unattractive.

The intended message is to showcase victoria's secret new line

of company and perfect brassed scientists supposedly fit all women

ideological meaning follows along the lines of the gender based

body shape.

It attacks the belief and values that women should have

about their bodies.

This advertisement poses and influences a negative body image to

women and sets the belief that to be perfect and

to have perfect bodies, you must be tall, skinny and

slim and be beautiful, impacting and influencing body image disturbance

with this body image expectation.

Women internalize the ideal just like the social learning theory

discusses ultimately allowing women and girls to share and learn

to build a belief in body despite this stratification, leading

to eating disorders and other gentle related issues.

Patriarchy, privilege and power.

Patriarchy, as described by miller is and has been a

powerful concept which has influenced how we understand, maintain enforced

contest and even adjusted to society and social order.

Patriarchy is a system one that delivers material benefits to

majority of mounds dependent on race, class and sex vote

orientation is a system that completely restricts women.

Patriarchy ultimately sets the standard of female beauty and masculine

toughness. It is about valuing of masculine lee and my

illness and the devaluing of humanity and femaleness.

This is a common pattern seen an advertisement today and

previously discussed in the G.

Q. And coronavirus advertisements.

Males and actual advertisement example have the power males of

the dominant gender and have been for a very long

time. And the woman on the other hand I used

to use and develop for their beauty and our housewife

nature privileges defined by Collins Dictionary as a special advantage

that only one individual particular group has most often resulting

in power over others because of wealth or higher social

class. Most often white males are dominating in the sense

of privilege especially when compared to females and those are

the different race.

This can clearly be seen in the advertisements, particularly the

geeky advertisement.

Males are portrayed as the gender that have the advantage

of the females, making male look more powerful, dominating and

entitled, thus continuing to feed the perception of male dominance

and male privilege.

This can be seen in the coronavirus.

An advertisement to the nails are left to do the

housework or males relax, making women feel powerless and left

privileged. Power is defined in the column statuary means to

have significant amount of control and influence over both people

and activities.

This definition is very significant to advertisers and it's something

they employ to grab the reader's attention that power over

an audience people would not trust nor believe what they're

advertising. The advertisers utilize the power underway that portrays people

in certain ways.

They use their power to send a message.

One that is not always correct but becomes believable through

the power of portrayal and certain associations.

For example, in the duty of entitlement, appetite has utilized

the belief that male has the power creating a cover

that showcase the stereotype.

Further all these definitions, Dickerson highlights that it is important

to realize that issues of both power and privilege a

result of patriarchy to notice patriarchy in our lives, we

need to listen and not blame, but rather be educated.

Education ultimately influenced patriarchy power and privilege in our lives.

So we can therefore be educated on how to not

let it influence us negatively.

We can learn to consider, for example, females alongside males,

that women have equal rights and as men or that

both men and women should be respected equally and not

one exploited more than the other.

Intersectionality is a definition that is used to identify and

examine multiple forms of inequalities concerning the various experts social

marketing identity such as race class and gender.

By employing intersectional perspectives, we can uncover the complexity of

meanings embedded in the advertising.

Each of the advertisement examples previously discussed negatively engage in

sexuality simply because each of these advertisements do not include

a complex mix of identities, they rather choose what identity

they want to be empowered and forget about every other

race class and gender advertisements ultimately take advantage of particular

people. Genders and races for economic gain.

They create inequalities like CNN each advertisement example, thank you

The advertisement stereotypically sexualized women and gives power to me

showcasing inequalities and gender, thus influencing gender inequality and gender

hierarchy, coronavirus.

We can identify through images of women and home at

home and what they traditionally do best.

The housework that this advertisers does not consider the gender

inequalities rather endorses them.

Victoria's secret.

Ultimately, this advertisement is influencing body image inequalities which can

lead to body respect, dissatisfaction and other issues.

This victoria's secret advertisement holds many body image inequalities which

are linked to gender stereotypes.

This presentation topic has made me see that even in

today's society, there are still issues and inequalities railing to

gender in the media, the way gender is portrayed in

media plays a significant role in societies, ideas and understandings.

Therefore, I have come to see that it is important

to be inclusive, accepting and open to all the aspects

relating to gender.

So whether society can build stronger and better gender related

behaviors further implement into positivity.

This presentation took an in depth look at three advertisements

and discusses key concepts such as privilege and power, that

showcase to me the important role that tradition, traditional concepts

still playing the development of society and society.

These norms, I've come to realize that even through representations

of gender and media today, we are becoming more acceptable

and open.

But society still has a long way to prove that

that we are open, welcoming and accepting and build on

people's genders and abolish stereotypes and create a media environment

that follows and challenges this tradition.

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