Thursday, March 20, 2008
Wednesday, March 19, 2008
William Leiss - Social Communication in Advertising
Sex Stereotype - Advertisements portray men + women in specific ways that reflect and reinforce and reflect traditional sex-role stereotypes.
Representation of women
"Advertisement is influential on womens culture" - National organisation for women
It's believed that advertisers aren't keeping up with the changin roles of women in society. They are becoming more powerful yet are being presented as either a 'sex object or a housewife'.
WOmen are more likely to be shown in the home engaged in housework while men are more likely to be shown in empowered, professional roles or at leisure.
Representation of women
"Advertisement is influential on womens culture" - National organisation for women
It's believed that advertisers aren't keeping up with the changin roles of women in society. They are becoming more powerful yet are being presented as either a 'sex object or a housewife'.
WOmen are more likely to be shown in the home engaged in housework while men are more likely to be shown in empowered, professional roles or at leisure.
Jib Fowles - Advertising and Popular Culture
Gender portrayels in advertising - "in modern advertising, gender is probably the social resource that is used by most advertisers".
Females
- maritial + family status established
- less often showed as employed
- typically quite young and attractive
- a diminished status (especially in comparison to men)
Young males
- active
- aggressive
- rational
Advertising Imagery
Male - "toughness and experience"
Female - "niceness or tenderness", thin women, smiling, nudity, warm, accesible.
Females
- maritial + family status established
- less often showed as employed
- typically quite young and attractive
- a diminished status (especially in comparison to men)
Young males
- active
- aggressive
- rational
Advertising Imagery
Male - "toughness and experience"
Female - "niceness or tenderness", thin women, smiling, nudity, warm, accesible.
Gillian Dyer - Advertising as Communuication
Gender - "This again is a most important source of identification. The display of a characters gender refers to conventionalized portralals of culturally established correlates of sex. Analysis of ads suggests that gender is routinely portrayed according to traditional cultural stereotypes; women are shown as very femanist, as 'sex objects', as housewives, mothers, homemakers. Men however are presented in situations of authority and dominance over women. Femaninity and masculinity are prototypes of an essential expression.
"Language used by advertisers shows they think of people as targets on which they wish to make an impact, rather than as human beings. In advertisements, they use language which is subtle and cajoling".
Classic car advertising - 'a sports car is a mans mistress' - 'a saloon car personifies his wife'
Adverts portray sex-role stereotypes which itself influences the learning of sex-role stereotypes.
"Language used by advertisers shows they think of people as targets on which they wish to make an impact, rather than as human beings. In advertisements, they use language which is subtle and cajoling".
Classic car advertising - 'a sports car is a mans mistress' - 'a saloon car personifies his wife'
Adverts portray sex-role stereotypes which itself influences the learning of sex-role stereotypes.
Monday, March 17, 2008
'(Ford) Focus provided by misty'
We decided that you need to focus on particular texts and narrow your focus a bit. We have decided to limit it to British ads, TV and print only and to choose 2 brands. You have done a lot of initial secondary research but we need to read this and do some textual analysis before finalising the draft questionnaire.
Mrs T has some texts for you and will bring them in (when she remembers)
ta ra for now :-)
misty
Mrs T has some texts for you and will bring them in (when she remembers)
ta ra for now :-)
misty
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