1. Stereotypes in Advertising

2. Women appear as clowns or disfigured http://www.uvm.edu/~tstreete/powerpose/g uysposed.htmlhttp://www.uvm.edu/~tstreete/powerpose/g uysposed.html Gendered advertisements evoke 2 patterns: 1- There is a big difference between what is appropriate/expected for men and women, boys and girls 2- As consumers inundated with these images, we make the cultural assumption that men are dominant and women are subordinate

3. This is nothing new

4. How to go from seeing yourself like this to seeing yourself like this Women are objectified Being pear-sized is undesirable, yet it is a common body type Women appear fragmented, in parts (legs cropped, decapitated, halved) Body is everything Is yogurt an alternative to the pear?

5. Sisters hating on sisters, brothers hating on brothers To gain the preference of men, competition is necessary. Being the “fairest of them all” is more important than the approval and friendship of other women

6. Men in competition The prize- he gets the girl He must compete with other men for the tribute of a woman

7. Let us tell you how to live your life and oh yeah, here’s a Barbie Statue of Liberty to distract you while we do it

8. The Double Standard Gender/agism Men + gray hair = distinguished

9. Women + gray hair = taboo/unattractive/old

10. Older men appear as much as 10 times more frequently than older women in media (1).

11. Wonder why you never see women with gray hair featured positively in any sort of mainstream media? Because gray hair doesn’t make anyone any money. A very telling example from the must-read “The Beauty Myth” by Naomi Wolf is of a fashion magazine in the ’90s that featured a spread of beautiful gray-haired older women in all the latest fashions. Despite positive feedback from readers, one of the magazine’s main advertisers, Clairol, threatened to pull all its advertising support if gray-haired women were ever featured positively again. Thus, no gray-haired women are ever featured positively in any magazine spread that depends on beauty advertising dollars (hint: all of them). Source: beautyredefined.net

12. Older examples of ethnic groups on TV… forget about it. One study examined 835 TV characters and found only four African American characters over the age of 60. The most popular?

13. Who is allowed to age in Hollywood? Leading men age but their female counterparts do not http://www.vulture.com/2013/04/leading- men-age-but-their-love-interests- dont.html?mid=twitter_vulture The roles dry up in your forties Notable exception? What about TV?

14. The one major exception? Others? Cable networks? Will things get better?

15. Lee and Joo, “The Portrayal of Asian Americans in Mainstream Magazine Ads” …Asian women have been frequently portrayed as passive, exotic, and humble, or at the other extreme, as oversexualized, treacherous, and evil. Asian men, on the other hand, are often portrayed as incompetent, asexual, and supremely wise, or as martial arts experts. (654)

17. Spot the difference http://www.newstatesman.com/blogs/medi a/2012/09/gqs-men-year-covers-spot-odd- one-outhttp://www.newstatesman.com/blogs/medi a/2012/09/gqs-men-year-covers-spot-odd- one-out

18. It’s a photoshop industry They want us to strive for robotic perfection Even the most beautiful humans cannot achieve this But eye creams won’t do this, Botox can’t do this, fastidious exercise will not achieve this, diet won’t do it, cosmetics can’t fix it Only computers can, because the advertising industry’s idea of “beauty” is physically impossible to achieve

19. 2009 Oil of Olay eye cream ad It was banned in the UK after it was deemed misleading.

20. Can you spot the difference?

25. Coincidence that the Kardashians endorse Quicktrim in this issue?

26. Whitewash In Asia, specialized “whitening” products are a HUGE market seller and they’re on the rise

27. Boobs please!

28. Even royalty is not immune…

29. The pressure on men is also being turned up BIGGER is BETTER

30. WHY??????

32. Endless self-promotion The product is the person

33. Are these ads working? 91% of all cosmetic procedures are performed on women From 1997 to 2007, these procedures, overall, rose 457% to almost 12 billion per year in the US Over the same period, there has been an increase of 754% in non-surgical procedures like Botox and laser treatments And an increase of 114% in actual surgeries, like breast implants, liposuction, and eyelid surgery. There are now more than two million of these a year. Then there’s Mental illness and eating disorders.

34. The industry that is recession proof Cosmetic procedures raked in 12 billion dollars in 2010 alone in the U.S.A. (beautyredefined.com) Michelle Konstantinovsky reported on a study from the University of North Carolina School of Medicine, which found that in their sample of 1,900 women 50 and older, more than 60 percent of women said their body weight or shape negatively affected their lives and 13 percent admitted to having an eating disorder. Ever seen the movie “Requiem for a Dream”?

35. BIG $$$$$$$$ According to the Economist, beauty spending– on make-up, diet and exercise, fragrances, skin care, hair products, and cosmetic surgery–adds up to a $160 billion-a-year worldwide.Economist The sector's market leader, L'Oreal, has had compound annual profits growth of 14% for 13 years. Sales of Beiersdorf's Nivea have grown at 14% a year over the same period.

36. Top 5 Surgical Cosmetic Procedures for Women in 2007 $ spent per $ spent per procedure year Breast Aug. (silicone gel $3,889 $1.5 b & saline) Lipoplasty $2,942 $1.3 b Eyelid Surgery $2,840 $684 m Abdominoplasty (tummy tuck) $5,350 $992 m Breast Red. $5,417 $829 m Source: YWCA.org

37. Some corporations are trying to make a difference through media education http://www.youtube.com/watch?v=Ei6JvK0 W60Ihttp://www.youtube.com/watch?v=Ei6JvK0 W60I http://www.youtube.com/watch?v=XpaOjM XyJGkhttp://www.youtube.com/watch?v=XpaOjM XyJGk http://www.youtube.com/watch?v=1wvGss I-Sishttp://www.youtube.com/watch?v=1wvGss I-Sis