Gender Representation in Advertisements

Gender Representation in Advertise workforcetsGENDER REPRESENTATION IN COMMERCIALS sound off a commercial where a half naked musical composition is bringing a beer bottle to a woman succession pouring it allover himself Imagine a commercial where a loving husband cooks dinner while his wife is becharming thetelevision on the sofa. Just imagine. Something does not agreem veracious? That is because society is used tocertain types of commercials iodins where wo hands be playing the domestic role and manpower ar strong,needed people. In this essay I will be explaining how different genders are being represented in the TVadvertisements and why life from commercials is not something to escort up to. Throughout the essaythese points will be steern by taking apart commercials that have been on our TVs and we did not evenpay attention to the details and signs that were in front of us the whole time.Firstly, I would like to start from childrens commercials because the roles that you ng little girls and boys areplaying are genuinely similar to the ones that men and women have in other commercials. In one of theFisher-price.comi ads for a doll house, we contribute see two girls playing with some of the dolls and they arealready placing the dad at the table sitting down while the mom cooks and prepares everything,whilst taking care of the babies. On the other hand, in a Tonka toyii commercial we can see two boysplaying with the Tonka toys and they are being pictured as very simple, not intelligent people as theirvocabulary is limited to This tool rules and Yea. In both of these commercials we can clearly seethat our children are being thought from a very young age who has which role in the family and thissociety. Girls are there to serve the jest ats and guys are there to decease a hand to the helpless girls.Secondly, we can look at commercials where the main characters are played by teenage girls and guys.In Bissell commercialiii for a vacuum cleaner, we can see a family where the mom and her daughter arevery excited about cleaning and the boy in the family offers to get the vacuum for them, but the girl tellshim that there is no need because the vacuum cleaner is not even heavy. Cleaning is being shown assomething fun and easy, and by this society pushes girls into domesticity from young age. When we retirea look at teen males, Axe adiv, some people would say that it is fair(a) a funny commercial, but others couldbe very pained by it. There is a need for the sexual desire of the audience, womanish and male, sincewomen are wearing very revealing c push-down storehing and are being shown as sexual objects and are willing to do any(prenominal)thing for the attention and acceptance of men. The guy in the commercial is also being shown as justsome mixture of a sexual object because he is half naked and women are all over him- stereotypes ofmasculinity.And finally, lets take a look at how adult females and males are being represented in commercials. InDyson Vacuum cleanerv ad firstly we see a woman in a two-piece suit posing for a photo in some kind of a photoshoot. The photographer is a man, and the staff that brings potables to the employees are girls. In the next wink we see that a vacuum cleaner is connected to the models back and when the guy who is holding the vacuum cleaner turns it off, the model becomes overweight and much more curvy. She doesnot look upset by this fact at all, moreover she is extremely fine with it and even walks of the set smiling.This commercial is very downgrading towards women and is very hard to look at and laugh from awomens perspective. For the male adults, I have chosen the Milwaukees BEST LIGHTvi commercialsbecause all of them are sending the same message. Men who are showing affection towards theirpartners do not deserve to live is the most simple way of putting what this commercial has to show. Ifthere is any sign of caring and loving side in a man, they are not masculine all men need to behave in atough guy manor, and if not they get mocked and put down.All of these commercials show us how society has accepted certain roles in life as normal, where womenare portrayed as subordinate to men. This can be connected to Marxism, where the proletariat role havewomen and men are the bourgeoisie. Gramsci explains that the process by which a power relationship isaccepted, consented to and seen as natural or as common sense exists- Hegemony. It is normal that awoman is cleaning, washing, taking care of children, cooking and serving her partner. It is normal that aman is working, bringing the money to the house, fixing things, waiting for everything to come to him,not caring.Commercials are a part of the media and a lot of people blame the media for everything that the societyis doing and thinking. Levin and Kilbourne shout that heavy exposure to media alters the viewersperception of social reality in a way that matches the media world, and they are not the on ly ones. A lotof very influential people share their opinion, like Germaine Greer, an Australian theorist and academic,who believes that the media upholds an ideal image of beauty in its representation-an image that thewomen are made to be dire to conform to. The emphasis on beauty/sexiness and women in themedia has meant that women now believe that if they do not conform to this-if they are not beautiful-they are not successful and are useless. Not only women are the ones who are trying to fit into thispicture that has been imposed on us, according to the research done by academics a lot of men feel thesame way. There is a lot of focus on muscled and very fit male bodies and it is causing men the sameanxiety and personal insecurity that women have felt for decades.At first I did approach this topic from a feminist side, but alone because it was quite obvious that menare the one in control and the women were represented as passive objects of the male gaze (Mulvey1975). University of North Texas professor Steve Craig express that women tend to be represented asrewards for men who contain the right product these commercials are narratives of playful escapadesaway from home and family.Later on, as I was spill through even more material, such as Kraft dressingvii and Diet Cokeviiicommercials, I realized that a number of ads have represented men as objects for the female gaze.Women viewers are not passive but active and engage critically with these kinds of media texts by selecting texts that have meaning for them. Even though we do blame the media for these impositions,Gammon and Marshment stress the importance of the audiences role in the construction of meaning inmedia texts and emphasis the range of interpretations that any text offers.Although these days there are a lot of commercials that are representing men and women differently,one type of commercial has never been made with a female as the customer and the men as the bait-beer commercials. For this r eason I have decided to concentrate on beer commercials and how theyaffect women and men everywhere. According to Susan Bordo, an academic, men in beer ads are alwaysbeing portrayed as virile, slim, muscular and powerful, whilst the women are eager for malecompanionship, weak, vulnerable. Men and beer have departed together for ages. Beer is crafted by men infactories owned by men, sold to men, and consumed by men.I have done a research in order to see if my suspicions are indeed correct. After gathering the results ofmy survey, I have found out that a 100% of females asked knew what beer is and have tried it before,80% of them liked it and would have it once again and 48% of them said that beer is their number one drinkwhen choosing to drink alcohol. When talking about just the United States, according to Dr, Bart Watsonwomen account for 25% of total consumption by volume, and 37% of craft-beer consumption in theUnited States.Meg Gill has said It has gotten better the last few ye ars, but sometimes you collar let me pour yousomething sweet, honey. Women, just like men, love hops. And women can detect bitterness muchbetter than men. Women were also the first to turn brewing into a lucrative industry, taking beer outof their kitchens and selling it for a profit around town. In medieval Europe, women known as alewivesskirted the discriminatory rules against female ownership of shoot down and business by opening ale houses.So why arent there any beer commercials where the women are drinking beer and the men are bringingit to them? Factory-dominated brewing has gone on for so long it seems that society has completelyforgotten that beer was once the domain of women. A lot of people assume that women are trying beerjust because their husband or boyfriend offered them once, when in reality women have been drinkingbeer for a longer time than they have been with their husbands. Gender inequality leads to economic prejudice for women, gendered violence, exclusion fro m the higher echelons of power but also fromenjoying good beer. Arbitrary and anachronistic feminine stereotypes are internalized essentially bywomen- Naomi McAuliffe.If any of the companies do choose to try and sell the beer to the female part of society, they need to bevery careful since they are not just telling us what beer we are hypothetical to be drinking, they are alsoletting us know what they think about us, collectively, and as individuals. According to Beer Genie thereason that women dont drink as much beer as men is a combination of misconceptions, myopic machomarketing, a lack of knowledge and information and the way it is served. It has nothing to do with thetaste, and that is why I think that the commercials are to blame for women being afraid to try beer oreven ask for one in a obstruction/pub.In order to try and change the view of beer, I have decided to make a beer commercial where the roleswill be changed. The woman is going to be the one drinking the beer, and the man is going to be the onehanding it to her. I am hoping that by doing this, I will be able to show how by just reversing the normalroles, men and women can be seen in a different light.If we want to provide males and females with a wide range of achievable roles, we need to make sure thatthey are being thought from the young age that they are free to explore all the roles. There is a lot ofroom for improvement when it comes to gender representation in commercials.i https//www.youtube.com/watch?v=NHy8zMPOa2Qii https//www.youtube.com/watch?v=EHlmGRhj7vMiii Look at the attachmentiv https//www.youtube.com/watch?v=V6rAQHa1gmcv https//www.youtube.com/watch?v=t_3oIy5jAG0vi https//www.youtube.com/watch?v=xGItoKaX0BMvii https//www.youtube.com/watch?v=uH1dEWhutm8viii https//www.youtube.com/watch?v=Ff-jBpca7CwBIBLIOGRAPHYhttp//www.theguardian.com/commentisfree/2012/aug/14/pint-beer-woman-right Accessed 22/5/15http//www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=7225 Access ed 22/5/15http//firstwefeast.com/drink/how-craft-beer-fails-its-female-fan-base/ Accessed 25/5/15http//www.tested.com/food/460240-women-are-taking-back-beer/ Accessed 20/5/15http//www.beerwestmag.com/the-magazine/feature-have-you-really-come-a-long-way-baby/ Accessed 22/5/15http//www.theguardian.com/commentisfree/2012/aug/14/pint-beer-woman-right Accessed 20/5/15All of these sources are very reliable and up to date. Some of them have been written in more than two years ago, but have been updated more or less recently.