Gender in Media

Gender roles in advertising Advertisers create campaigns directed at girls that are different from campaigns directed at guys. Often an ad will tell you whether a product is something “masculine” or “feminine”, even though the product could be used by either gender. What are some common gender stereotypes associated with guys and girls? Are these stereotypes accurate? Where do you think these stereotypes come from?

Gender Marking in Moonsand In what ways were the two commercials for the same product different? Who is each commercial aimed at? How do you know? How is marketing to guys different to marketing to girls? Does gender-based marketing reinforce stereotypes? What types of ads appeal to both sexes? Differences: colours, music, tone of voice, gender of narrator, suggested activities (building and knocking things down vs. molding shapes), accessories (trucks vs. mermaids and princesses)

If Barbie was a real woman she would be … 6 feet tall Measurements would be 39”- 18” – 33” Size 3 shoe BMI – 16.74

Valera Lukyanova

Airbrushing…distorting reality

The Price of Happiness: Questionnaire I have sometimes felt bad about myself for not having something. I have felt that others might like me more if I owned a certain item. An ad has made me feel that I would like myself more, or that others would like me more, if I owned the product that the ad was selling. I have felt that others might like me more if I looked different-if my face, body, skin, or hair were different. An ad has make me feel that I would like myself more, or that others would like me more, if I could change my appearance with the product that the ad was selling. I sometimes worry about my appearance, about whether I look attractive. I would like others to form their opinion of me based on: What I look like and what I own. My personality and character traits.

SEX

In the marketing world, it is no secret that sex sells. But what is sex?

SEX HAS MULTIPLE MEANINGS When we define sexuality, we can look at it from different points of view.

SEXUALITY – BIOLOGICAL Is a reflection of a biological or innate need to reproduce the species; shared by all animals -from a biological standpoint, sex is a reproductive mechanism -it is a basic biological drive that exists in all species -it is hormonally controlled

-it is an expression of profound emotional feelings SEXUALITY – EMOTIONAL Is the physical expression of the emotional bond between two individuals -sex represents a bond between two individuals -it is an expression of profound emotional feelings -it is a physical manifestation of emotions of love, trust & caring

Is a spiritual connection between two individuals SEXUALITY – SPIRITUAL Is a spiritual connection between two individuals -sex is an expression of inner human spiritual life -it is an ethereal, unearthly connection between two individuals

Sex is not always used positively. What are some ways that sex can be used in a negative manner?

When sexuality is used in advertising, certain values and attitudes towards sex are being 'sold' to consumers along with the products. The overriding question that must be asked when deconstructing any advertisement, is "what underlying message is being sold by this ad?"

Can be utilized to exert power or dominance over another individual SEXUALITY – POWER Can be utilized to exert power or dominance over another individual Sometimes sexuality can be used to dominate or control another individual.

Sex in Advertising: Task Sheet Answer these questions for the following advertisements 1. What is the product being sold by the ad? 2. Who is the target audience for this ad? (Include age range, culture, gender, race, socio- economic level.) 3. What underlying message or value is being sold by the ad? Is it obvious or subliminal? 4. Do you agree/disagree with this message? 5. Which aspect of human sexuality is being appealed to? (Emotional/physical? Spiritual? Biological?) 6. Is this a positive or negative portrayal of sexuality?

Calvin Klein (women are objects of sexual desire and sexual violence)

Burberry (women are exclusively sexual objects)

Hickey Freeman (women don't have to be awake to consent to sex)

Diesel Jeans and Dolce & Gabbana (men need to display symbols of their masculinity)

Historically, the trend in advertising has been to eroticize women more often than men. However, in recent years we have begun to see young men portrayed in a similar manner, though you are still more likely to see women sexualized in advertisements. This becomes very apparent when you look at ads that depict couples together, or in advertising campaigns that use men and women to advertise the same product.

Why do you think women tend to be sexualized more often than men? Why might young men now be sexualized in the same manner?

Compare how males and females are depicted in advertising campaigns which use separate ads focusing on men and women. For example, both these campaigns use a man and a woman to sell the same product, but note how the images of women are more sexualized than those of the men.

When looking at couples in ads, note the sex-role messages When looking at couples in ads, note the sex-role messages. Is one person dominant? Who has the power? Sometimes messages are very subtle — a man's hand placed on a woman's shoulder might not be sexual, but it may indicate dominance and control. As students decode these advertisements, ask them to consider the following: What are the women doing? What are the men doing? Who is in the foreground? Who is in the background? How is juxtaposition used to convey meaning? Are the women or men placed beside objects that send out specific messages? Who is active? Who is not? How are they dressed (or undressed)? Are there any patterns in the images of males and females that emerge from these ads? Are there any ads that break these patterns?

Masculinity and Advertising Violent behaviour for men, including its rewards, is encoded into mainstream advertising in numerous ways. Some common themes are: Attitude is Everything This theme appears most often in advertising geared towards young men. The message of these "attitude" ads links the flaunting of authority to being a rebel - with "attitude" packaged as a cool, desirable male trait. Although these advertisements don't necessarily promote violent activities, they encourage "in-your-face" behaviour in teenagers that can easily escalate into real-life violence. Taken to its extreme, attitude can also include advertisements that depict a mean and nasty world, where vigilante violence is touted as a means of survival.

The Cave Man Mentality The "Cave Man Mentality" is the use of violent male icons or heroes from popular history to demonstrate masculinity in advertisements. Roman centurions, pirates, ancient warriors and even cowboys are used in this context. The message of these ads is that men have always been brutal and aggressive, that this is a part of their nature that they cannot change. In these ads, advertisers seek to associate the product with manly needs and pursuits that have presumably existed throughout time. Another negative aspect of these ads is that they often include dominance of women as a biological fact.

The New Warriors "The New Warriors" represent an advertiser's use of military or sports figures to enhance the "manliness" of their products. These ads depict uniformed soldiers and players, complete with weapons and gear, to target young boys and adolescent males. The message here is that violence is cool, suave and acceptable, as consumers are presented with an adventurous, aggressive and violent image of manhood. Usually these figures appear in ads for traditional male products, such as beer, running shoes or deodorant, but they are also used to enhance the masculine appeal of more feminine products such as "lite" beer.

Muscles and the "Ideal" Man Throughout this century, a rippling, muscular body has been associated with an image of ideal manhood. Size and strength are traits that are valued by men across class and racial boundaries. A muscular man in an advertisement associates dominance and control with the product being sold. Women who appear in such ads are usually depicted in a fawning manner. Sports and other magazines with a large male readership are filled with ads for muscle-enhancing products - often equating muscles with violent power. Often, images of physically rugged or muscular male bodies are used to sell more abstract forms of power, such as financial institutions or cars. A more insidious form of violence that this archetype promotes is self- violence, with men using drugs and extreme exercise in order to attain this "ideal."

Heroic Masculinity The equation of heroic masculinity with violent masculinity is a by-product of Hollywood action movie promoters. Often, more people see the advertising for a given film than the film itself, and the highlights used to sell the film often include the movie's most violent and sexually titillating scenes. Condensed footage of actors like Arnold Schwarzenegger and Sylvester Stallone offer viewers, is a glamorized form of violent masculinity. Often, in advertisements for these films, guns and other (often futuristic) weapons are used to signify the virility and power of the male characters.

Muscles and the Ideal Man The work out his skin is thirsting for associates a training regimen for the skin with a training regimen for the body.

Cave Man Mentality Although meant to be funny, there are disturbing aspects to this ad. Pirates are associated with many negative forms of behavior. Captain Morgan’s leering expression. The words written on the models body and the beard and moustache indicate that women are objects to be owned.

Heroic Masculinity Hollywood’s glamorization of male violence portrays the violent male as heroic. Note facial expressions, text, weaponry, and stance to enhance this archetype

Attitude is Everything Thunder Truck Rally not only promotes questionable driving habits but also the concept that “might is right” and that conflict is solved through strong arm tactics (don’t run from trouble, run over it) rather than negotiation.

The New Warriors Reinforces the importance of aggression in achieving success. Sport figure used to enhance the manliness of the product. Presents an aggressive image of manhood.