Contrast Of The Womens Image In Advertisement Media

Essay add: 29-10-2015, 11:20   /   Views: 325

Nowadays, many times we have seen in the street, in news, on television and on internet, the different ways of how the varied products are promoted by the image of attractive women. This is called sexism, and the sexism in advertisement is defined as a message spread or an image that degrade to someone for her/his sex and when it shows stereotypes that reinforce traditional roles as a result of the subordination of the one sex face to other one. This image generally takes two positions, one of them is the sexy woman who shows or offers a product for men, and the other hand the woman promotes product for household use. But generally, these kinds of advertisements are addressed directly to men, and this is one of the most common practices, since the advertisement started on TV, although, in some cases there are advertisement focused on women, but how we see before, it projects other type of image.

'Men tend to be located higher than women" and "women are pictured on floors and bedas more than men". "Lowering oneself physically in some form or other of prostration "is "a classic stereotype of deference." "It effectively presents women as inferior to men" (Erving Goffman , 1979) .

On the one hand, the woman appears generally like an ornament of a car or an alcoholic drinking in order to highlight a product, or when a customer wants to drink a soft drinking, he thinks immediately in that product with a beauty woman in a beach, and also, that woman is wearing a swimsuit. So, the principal aim of the advertising executive is getting customer through the woman's advertising image. Generally, these advertisements develop campaign in order to customer, in that case men, feels attracted with the product, and also he feels that if he bought this product, he would get the product and the woman who publicizes the product. Along these lines the most common object with a view to attract attention at first sight is the use of a woman.

" Social scientists are suggesting that although television ads are generally made to promote specific items, they may have a lasting effect on several things, such as people's beliefs, values, attitudes and even their behavior" (Desiree Tygart) . In other words, the greater part of advertisements shows all the things that customers usually do not get in their professional affective and social lives.

 "Television advertisements are highly suggestible, persuasive elements of everyday life that do help form and strengthen gender stereotypes" (Desiree Tygart) on this account we usually do not find an ugly and a careless woman, they usually are very young and beautiful women with many attributes, many of them exuberant and many times naked or many times with few clothes. Three out of four women in advertisement are young beautiful women, and mature women or girls have a less presence on it. "Women on TV tend to be younger than the men, typically under 30." (Daniel Chandler, 2010)

The woman is used like a symbolism of successful of the men in the advertisement, like a trophy." men are seen as acting together rather than just being together as women tend to be". (Daniel Chandler, 2010). Normally the successful of the men have to have a beautiful and brilliant woman in order to demonstrate his wealth and socioeconomic class. For that reason many brands assign to the men's consume, which use a lovely woman that she can get all the things that she want to, trough the man, in this case like cars, luxury, drinks, amongst others.

On the other hand, the image of the women is stereotyped in order to show a woman who enjoy using household products and also a woman who enjoy buying all the things that she sees in a store.  "Women are often shown on TV in 'traditional' roles such as housewives, mothers, secretaries and nurses" (Daniel Chandler, 2010) hence in advertisement is not usual find a woman like a doctor or engineer, we always find the woman alone in her house, and she is cleaning the house, or she is giving food to her children; like a mother, a wife or a homemaker. This use of the woman invite to the women in their house to buy a product related with their environment, in this case their homes, like washing powder or furniture polish; also with electrical appliances like refrigerator or washing machine among others. These advertisements try to get and make to believe to women that if a woman buys these products, she would find happiness that she had been looking for. In that way we can find some examples like an advertisement where the washing powder saves woman's day or it helps her in order to seduce her couple; or if she buys a perfume and all the clothes, all their family will be happy, because she is wearing these clothes. Women for their part appear mainly in their homes, in the kitchen, in clothes stores or in a beauty parlour.

Therefore in some cases many of these types of advertisements make feel bad to some women who they do not feel identify themselves, due to many of the women in advertisement are foreign, for that reason they show to the costumer a stereotype which many times the women in their houses can see that they are not the prototype of the women that the men want or wish to get. As a result in some advertisement dominate the consent of the beauty canon, in order to seem like a fashion model and the feeling of inadequacy, for example the advertisement invites to women and it says: you are not perfect, dye your hair, take cellulite out, use my product for being beauty, or you will not happy and so on. For that reason many times we consume these types of message and it creates a stereotypes, and prejudice that do not correspond to the society.

As a conclusion certainly there are clear differences in the roles that women develop in advertisements. On the one hand is presented as objects of desire, women as objects of award or trophy for the men if they use products that are displayed by beautiful women in various media the other as a compulsive consumer of beauty products that enhance or improve their quality of life in many ways, the personal and the environment in which she operates, in that case at home. Notwithstanding we can not blame to the media for showing or have invented the inequality in stereotypes of our society, nevertheless we can reproach their participation in reproduction these types of images which are unfair and unequal. For that reason the media could help to our society in order to try to change that wrong image of the women, media could show equal in the advertisement for example for each advertisement where a woman appeared like a housewife the media transmit another which appeared a woman as an executive, as a doctor, a pilot or a builder, the media would be achieve with the work of creating equitable gender images. But unfortunately, the major political inequalities, social and cultural changes that have occurred in our country at the level of men and women are disseminated and reinforced through the media.


Juan Sarrúa Quezada

Article name: Contrast Of The Womens Image In Advertisement Media essay, research paper, dissertation