КНИГИ        регистрация / вход

Gender Issues In Advertisements Essay Research Paper

СОДЕРЖАНИЕ: Gender Issues In Advertisements Essay, Research Paper Elena Nardolillo Dr. Possen Introduction to Semiotics 15 November 1996 Gender Issues in Advertisements

Gender Issues In Advertisements Essay, Research Paper

Elena Nardolillo

Dr. Possen

Introduction to Semiotics

15 November 1996

Gender Issues in Advertisements

Women grapple with their perception of a ideal body because of society s imposed ideals. Goffman analyzes advertisements according to gender stereotypes of men and women. He addresses these issues in a slide show containing advertisements of women in which the body images are unattainable. The male ideal is imposed upon women through advertisements. Women traditionally take on the submissive role and exist solely for the purpose of the male sexual fantasy. The Milk advertisements exemplify a stereotype of women in our society. To promote a product such as milk, the advertisers play on the fears of women as well as their need to be accepted by men to spark a consumer interest.

One of the ways that advertisers depict gender roles is through the use of a famous female model. Models generally have 15% of the national average body weight distribution, therefore making the ideal essentially unattainable. In their frustration, women turn to the product, in this instance milk, for a way to correct their figure, perceived as unattractive. The advertisement does its job of gaining customers, but does it remain morally faithful? Kate Moss s naked body representing milk, a drink most people associate with childhood, attempts to reverse the product s image. Now milk is grown-up and maybe a little sexy.

The sexuality of the advertisement is evident because the model is naked. Her hair is semi-wet, alluding to the fact that she just took a shower. The shower makes her feel fresh and pure, just as the marketing professionals want the public to feel about milk s potential effect. One of the ways of looking at the advertisement is from the standpoint that sex is “in.” This particular advertisement focuses upon trends because Kate Moss, being the spokesmodel for Calvin Klein jeans, exemplifies the trends of our nation s fashion industry. The popular opinion is if Kate Moss says that milk is in who are we to contest it?

Thus, conflicting images of innocence and sexuality pervade the advertisement. Everything about the ad suggests innocence and purity except Kate Moss evident nudity. The letters are typed in white showing purity on perhaps a wedding day or a birth. Milk normally is associated with youth and growing up. Does growing up mean sex? According to the advertisers, sexuality mixed with innocence provides a something-for-everyone effect. The audience is free to interpret the advertisement in any way depending upon their mood, age, or personal values.

The layout of the advertisement determines some of its impact upon the viewer. The black space in the background provides a contrast with the pure white lettering and the milk glass. A camera lighting professional illuminates Kate Moss body giving her an angelic look. She is a sexy angel because of the way her head is cocked and the look in her eyes is provocative. The type face choice helps the viewer identify with a child because the letters are childlike in nature. Block form letters show how simple the choice of milk is.

Perhaps the most significant aspect of the advertisement is Kate Moss milk mustache. The milk mustache supposedly brings her down to our level so we can relate to her and then want to buy milk. Relating to her provides an outlet for women who yearn for acceptance into a supermodel s life of glamour and fame, not to mention wealth. So if milk can get me power and grace, why did I stop drinking it as a child? This is exactly what the marketing staff wants the consumer to think about when he reads the advertisement.

Surely the marketers do not want the readers to pick up on the irony in the copy. The advertisement text reads, “Bones. Bones. Bones. Maybe so, but unlike 85% of girls today, there s one way I m taking good care of mine. By getting lots of calcium. How? From drinking lots of milk. 1% ice cold. And besides, haven t you heard that the waif look is out?” What is Kate Moss trying to say here? There is a play-on-words going on in the text. Some people believe that the models are severely underweight so the text suggesting bones, bones, bones is advocating the very ideal that it denies in the last sentence. How can the waif look be out if bones are in? The medium says that you can be thin if you drink milk but if you aren t thin it is okay because the waif look is supposedly out.

Goffman points out that women are treated as objects and must use their appearances to find worth. The advertisement proves effective because no one can ever look like Kate Moss. All the futile attempts will only turn up more business for the milk company. Goffman expresses the idea that women have been oppressed in their role in society where they serve only to please men. They please men in their nudity, their purity, and their body size. Women can never be happy with themselves until the advertising portrayals of them become more accepting of reality. But, if the ads become more realistic, then the advertisements aren t able to sell their self-help images. Essentially the world of morals and advertising, if the two can logically coexist, form a constant cycle.

A catch phrase common to all milk ads captures the reader. The probing question, “Milk. Where s your mustache?”, commands you to answer why you are so ignorant and have not bought milk yet. By insisting that everyone must have a milk mustache, the company instills a fear of incompetence. Soon everyone will be a milk-drinking, sexy, innocent, angel waif like Kate Moss.


Предложения интернет-магазинов

Academic Writing Skills. Teacher's Manual 3

Автор(ы): Blalock Zachary, Chin Peter, Reid Samuel, Wray Sean, Yamazaki Yoko   Издательство: Cambridge, 2013 г.

Цена: 1782 руб.   Купить

Comprising three course books, this series is aimed at university students in all disciplines who require instruction in completing academic writing tasks. Through extensive use of examples, model texts, and practical activities, the course develops the essential skills needed to compose texts which meet the expectations of an academic reader. Academic Writing Skills 3 addresses higher-level academic features, such as understanding essay prompts, research, paragraph cohesion, logical connections, and effective sentence building. It is appropriate for students wishing to focus on specific essay types that require the use and integration of sources to complete academic writing tasks. Academic Writing Skills 3 Teacher's Manual has two parts: Part 1: Lesson plans for each part of each unit Part 2: The answer key to the exercises

Evolution. From Big Bang to Nanorobots

  Издательство: Учитель, 2015 г.

Цена: 347 руб.   Купить

The present volume is the fourth issue of the Yearbook series entitled 'Evolution'. The title of the present volume is 'From Big Bang to Nanorobots'. In this way we demonstrate that all phases of evolution and Big History are covered in the articles of the present Yearbook. Several articles also present the forecasts about future development. The main objective of our Yearbook as well as of the previous issues is the creation of a unified interdisciplinary field of research in which the scientists specializing in different disciplines could work within the framework of unified or similar paradigms, using the common terminology and searching for common rules, tendencies and regularities. At the same time for the formation of such an integrated field one should use all available opportunities: theories, laws and methods. In the present volume, a number of such approaches are used. The volume consists of four sections: Universal Evolutionary Principles; Biosocial Evolution, Ecological Aspects, and Consciousness; Projects for the Future; In Memoriam. This Yearbook will be useful both for those who study interdisciplinary macroproblems and for specialists working in focused directions, as well as for those who are interested in evolutionary issues of Cosmology, Biology, History, Anthropology, Economics and other areas of study. More than that, this edition will challenge and excite your vision of your own life and the new discoveries going on around us!

Teaching and Researching Big History: Exploring a New Scholarly Field

Автор(ы): Christian David, Baker David, Grinin Leonid E.   Издательство: Учитель, 2014 г.

Цена: 1043 руб.   Купить

According to the working definition of the International Big History Association. 'Big History seeks to understand the integrated history of the Cosmos, Earth, Life and Humanity, using the best available empirical evidence and scholarly methods'. In recent years Big History has been developing very fast indeed. Big History courses are taught in the schools and universities of several dozen countries. Hundreds of researchers are involved in studying and teaching Big History. The unique approach of Big History, the interdisciplinary genre of history that deals with the grand narrative of 13.8 billion years, has opened up a vast amount of research agendas. Big History brings together constantly updated information from the scientific disciplines and merges it with the contemplative realms of philosophy and the humanities. It also provides a connection between the past, present, and future. Big History is a colossal and extremely heterogeneous field of research encompassing all the forms of existence and all timescales. Unsurprisingly, Big History may be presented in very different aspects and facets. In this volume the Big History is presented and discussed in three different ways. In its first part. Big History is explored in terms of methodology, theories of knowledge, as well as showcasing the personal approach of scholars to Big History. The second section comprises such articles that could clarify Big History's main trends and laws. The third part of this book explores the nature of teaching Big History as well as profiling a number of educational methods. This volume will be useful both for those who study interdisciplinary macroproblems and for specialists working in focused directions, as well as for those who are interested in evolutionary issues of Astrophysics, Geology, Biology, History, Anthropology, Linguistics and other areas of study.

Viewpoint. Workbook 2

Автор(ы): McCarthy Michael, McCarten Jeanne, Sandiford Helen   Издательство: Cambridge, 2014 г.

Цена: 1006 руб.   Купить

Viewpoint is a two-level series for adults and young adults, taking learners from a high intermediate to advanced level of proficiency (CEFR: B2 - C1). The course is based on research into the Cambridge English Corpus, so it teaches English as it is really used. - Extensive corpus research ensures natural language is presented and practiced in authentic contexts. - Engaging writing tasks with explicit goals prepare learners to succeed in professional and academic writing. - Vocabulary-learning strategies encourage learner independence. - Tips to avoid common errors teach learners to use English accurately. The course is written by the same author team that produced the ground-breaking Touchstone series, a four-level series that takes students from beginner to intermediate levels (CEFR: A1 - B2).

ДОБАВИТЬ КОММЕНТАРИЙ  [можно без регистрации]
перед публикацией все комментарии рассматриваются модератором сайта - спам опубликован не будет

Ваше имя: