Women In Advertising
The role of gender in advertising has been an issue in society since the advent of modern media and advertising methods. Modern media uses methods that concentrate on sex and the stereotypical images and ideas of the parts men and women play as consumers. These methods construct a female social problem that began in the 1960s with the portrayal of stereotypical housewives. Today, this image has evolved into a new social problem for women. New advertisements are exposing women in ways different from ever before: the semiotic placement of the Robert Cavalli fashion advertisement found in In Style Magazine reveals the distorted perceptions that are placed on women of a hyper-sexualized and submissive female gender role in American culture. The color scheme layout and visual focus of the ad augment the construction of the overly sexual female function in society. Upon first glance, the ad is quite stunning. It is flashy and easily noticeable while flipping through the magazine pages. The ad uses bright colors to accentuate the two subjects and draw attention to their faces. The colors range from bright greens and orange-reds to subtler blues and browns towards the bottom of the ad. These colors are used to catch the magazi
It also relays the constructed submissiveness in the female gender role. Both roles are used to manipulate consumers, both men and women, into believing that they must buy a particular product and fulfill a particular gender role. It reveals that a woman is accepted in society when she is sexual and submissive, while the man's gender role carries more substance. The clothing choice for the figures in the ad contributes to the female induction of submissiveness in sexuality. The man is looking down at the woman's body while the woman gazes at a mirror to apply lip-gloss. They are simply attracted physically to each other because of the image they portray and the clothing that they are wearing. The woman is wearing a retro print, short tube dress that exposes a hint of her leg before it is cut off by the photograph. Her lips are covered by a bright red lipstick. The ad wants the viewer to think that the figures cannot resist the compelling sexuality of each other, and more importantly, their Robert Cavalli clothing. The feeling of desire and need flaunt a sexual image that is constantly viewed by society. Once again, the woman's personality and character are ignored by popular culture. ne reader's eye and draw attention to the clothing.
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