women in advertising
The Oppression of Females in Advertising in our society is a complex collection of institutions, status, roles, values, and norms, and the best way to understand and learn about them is through the use of cultural artifacts. These can be anything from music to art to literature, or as in the example of this discussion, the modern day creation of advertisement in mass media. As Homo Sapiens moved from the hunter - gatherer way of life to industrial society, it was necessary to construct a framework for living so that such a concentrated number of people could exist together. This framework as come to consist of a myriad of expectations based on values and norms in the form of roles status and institutions. Desirable behavior is sought by people throughout the country based on how one is brought up and the expectations one is bombarded with on a daily basis. These expectations are reflected in every part of our culture and are used by people so as to know how to act in any given situation. The main examples are the family, education, health and medicine, religion, and the law. I have found that certain mediums reflect the expected roles in these institutions better than others. I originally focused on gender roles as a depiction of
They do not agree that there are oppressive undertones present within their advertisements. They prefer to use harsher realities to grab the eye, but they also make it a point to have a constant ethnic blend in all their ads, thus supporting the theme of their company. Additionally many may argue that since I am a male, I am unable to accurately depict how these advertisements affect females. Another depiction is that of the dismissal of biology, especially in the avoidance of aging, illness or unhappiness. The use of children, young animals (like puppies), and smiling elderly people are often used to evoke the nurturing response in viewers. Gift of nature? Get real" The quotes could go on, but I think the message is clear; one could never be naturally attractive to society without the help of makeup and their advertisements lead to this sub conscious understanding. This seems relatively harmless to the advertiser who simply wants to sell his product, but it becomes harmful when it begins to perpetuate certain undesirable stereotypes to the point of cementing them in impressionable minds. The basic concepts behind perfume ads are of sex, intimacy, exotic drugs, and escape from reality. Society ,and specifically men, can accept the need and desire for women to work outside the home, but they still expect them to be mothers who keep everything together in the home. They promote the importance of not conforming to a man's world by dressing like a man and the necessity to maintain a feminine image, yet the image they depict as desirable is one of short skirts, sleeveless tops, and high slits up the front and back. Smoking Marlboro cigarettes is not going to make you a rough, tough, strong, macho man, it's going to give you lung cancer. Therefore, there are several arguments I make in this paper on advertisement. No base human desire is left unexplored in this industry. But Americans are so stuck on the eternal youth and never losing one's looks, that being old is often seen as simply out of shape, senile, and ugly.
Common topics in this essay:
Obsession Poison,
Homo Sapiens,
Smoking Marlboro,
Oil Olay,
Betty Crocker,
LIPS SMOOTH,
Females Advertising,
values norms,
etc ,
roles status,
unable accurately,
models women,
formed stereotypes,
modern day,
portrayal women,
desirable behavior,
fear unknown,
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Acceptance Essays
