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Study on sexism towards women in modern advertisement

Further Oral Activity
by

Camila Isern

on 9 October 2012

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Transcript of Study on sexism towards women in modern advertisement

Influences of sexism towards women in modern advertisement of fashion magazines and their impacts on society What is meant by gender-bias? Erving Goffman's "gender advertisement" study Nancy M. Henley - expectations from women according to ads - 1970s Effects on women today Works cited TO WHAT EXTENT HAS ALL OF THAT CHANGED? Language that excludes one gender Canadian sociologist Erving Goffman analyzed characteristics of ads featuring women in 1979 Artz, Nancy, Jeanne Munger, and Warren Purdy. "Gender Issues in Advertising Language." Women and Language 22.2 (1999): 20. Questia School. Web. 8 Oct. 2012.

Croft, Harry. "Eating Disorders: Body Image and Advertising." Healthy Place: America's Mental Health Channel. N.p., n.d. Web. 7 Oct. 2012. <http://www.healthyplace.com/eating-disorders/articles/eating-disorders-body-image-and-advertising/>.

Day, Nancy. Advertising: Information or Manipulation? Springfield, NJ: Enslow, 1999. Print.
Dines, Gail, and Jean McMahon Humez. Gender, Race, and Class in Media: A Text-reader. 2nd ed. Thousand Oaks, CA: Sage, 1995. Print.

"How Women Are Portrayed." Women in Advertisement and Body Image. Weebly, n.d. Web. 08 Oct. 2012. <http://womeninads.weebly.com/statistics.html>.

Killing Us Softly 4: Advertising's Image of Women. By Jean Kilbourne and David Rabinovitz. Dir. Sut Jhally. Perf. Jean Kilbourne. Media Education Foundation, 2010. DVD.

Limpinnian, Danielle. "The Portrayal of Men and Women in TV Ads." The Portrayal of Men and Women in TV Ads. N.p., Apr. 2002. Web. 08 Oct. 2012. <http://www.aber.ac.uk/media/Students/del0001.html>.

Mills, Sara. Feminist Stylistics. New York: Routledge, 1995. Questia School. Web. 8 Oct. 2012.

Shoop, Tiffany J., Catherine A. Luther, and Carolynn McMahan. "Advertisement Images of Men and Women in Culturally Diverging Societies: An Examination of Images in U.S. and Japanese Fashion Magazines." Journal of International Business and Economics 8.3 (2008): 188+. Questia School. Web. 8 Oct. 2012. Biased or unsupported connotations Imply irrelevant ideas of a gender Concern about sexism is great for women Women encouraged to look at themselves the way men do Ideals according to ads Ads tell us most important feature for women are the looks Women expected to look like models ... Photoshopped or computerized images
No wrinkles, scars, or pores
Altered body shape and size
Common skin color WHAT? Jean Kilbourne, "Killing Us Softly IV" The indirect effect of ads "Only 8% of an ad's message is received by the conscious mind. The rest is worked and reworked deep within recesses of the brain" -- Rance Crain Deeper brain thinks through implications of what is being said--indirect effect on our minds SET OF CODES "ritualization of subordination" "licensed withdrawal" Women's expectations occupy less space
have more control over own bodies
avoid eye contact
smile and show pleasant emotions How are women viewed in fashion nowadays? Women often portrayed as young and concerned with appearance
Men often portrayed as authority figures and more likely to be shown as product users Women are objectified in many ads
Become part of the product
Audience becomes consuming subject, even young girls aiming at beauty Study done in 2006/2007 of four issues of these three magazines: Glamour, GQ, Cosmopolitan 72.5% directed at women's appearance 36% males, 62% females 71.4% Caucasians Around 70% more eye contact MEN REPRESENTATION IN ADS When men are focus of ad Stronger, more powerful, bigger Women are fragile and less vulnerable Contempt for anything considered feminine Women sometimes show masculine features Cosmetic procedures: rose 457%
Non-surgical procedures: rose 754%
Reach adolescence: hit "wall of ads"
Increased fear of aging Influence of ads on decisions Extreme exaggeration of being thin Rising concern of eating disorders 68% of teenage American girls: models have affected view of themselves Model body type is almost unachievable Models weigh 23% less than average female 18-34 years of age: 7% chance of being as thin as catwalk model, and 1% of being like supermodel Out of 47% of girls wanting to lose weight, 29% is overweight Sara Mills: women accustomed by ideology to see themselves as overweight Camila Isern
IB English Lang&Lit HL I
Block 7
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