1. Portrayal of Women as “Submissive”
In Advertising
By Sadel Serra Dilmener

2. What is submissive?
“Inclined or ready to submit; unresistingly or humbly obedient.”
Compliant
Passive
Controllable
Weak
Dependent

3. Rely on their emotions, desires, senses.
So, why women?
Rely on their emotions, desires, senses.
Easily manipulated
Seek affection
Fragile

4. How is this portrayed in ad’s?
Power Relationship
Positional and Visual Hierarchy
Implied Control & Dependence
Obedience and Serving
Lying Women Phenomenon
“Ever wonder where we’d be if history had been herstory?”

5. Power Relationship between man and woman:
Physical postures and positioning:
Man vs. Woman
Facial expression: vulnerable, unhappy
Partial portrayal of men

6. Positional and Visual Hierarchy:
Positional Hierarchy:
Man vs. Woman
Facial expression: obedient, neutral, adoring the man
Succumbed, not objecting

7. Implied control & Dependence
Behavioral suggestion: Control
Following a man, not objecting.
Happy
Behavioral suggestion: Dependence
Woman trying to get man’s attention
Worried
Partial Portrayal of Man

8. Obedience and Serving Behavioral suggestion: Obedience
Body Language: intimidating
Sexual Dominance
Woman in man’s clothes: “Obey Me”

9. Obedience and Serving Behavioral suggestion: Master-Servant
Positional suggestion
Men being pampered
Partial portrayal of men

10. Lying women Phenomenon

11. Lying women Phenomenon
Lying or leaning: need for support, weakness
Partial portrayal of men
Car: Car//Manly: Serving themselves to men

12. What is the purpose? Women dependent on men, compliant, fragile.
Facial Expressions: Seem in constant search for protection.
When men see these ads, they associate manhood with the product.
For women: Negative portrayals but may promise protection and guarding by men and thus attention.
These ads depict stereotypes and social norms since advertising reflects society.
In most societies today, men are dominant over women.
Women usually prefer dominant men and thus like being controlled.

13. Thank you…
By Sadel Serra Dilmener

14. SOURCES “Isn’t It Time Women Stood Up?” (04/10/2009)
(04/09/2009)
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