Gender Stereotyping
Why does gender stereotyping work with adverts?
Gender stereotyping has been apart of advertising culture from the beginning, with women doing domestic work and men going of to work. Due to this as a society we have grown up with this style of advertising in our face. Therefore, it works effectively as we don't know any different from theses types of adverts, we have excepted that these adverts are apart of our lives. If a new style of advert, fitted for people of the 21st century, were distributed this may work even more effectively. Yet, we tend to stick to tradition and follow the rules of what is used to be played. An example of this would be cleaning adverts such as 'Mr Muscle' which uses the technique of plain folks to illustrate 'typical' women cleaning up and needing help from an authorities male figure, Mr Muscle. |
We are in the 21st century and yet adverts still put women in the kitchen and men as manual workers why?
Adverts tend to stereotype men and women with certain titles and roles event though we are in a changing society, yet we are following tradition of old advertisements. We are following what works effectively and what gets the mass amount of people buying the product. They could be advertising the product gender specific because from their research they can tell the type of people purchasing their products. and therefore advertise it in order to get that type of persons attention. I personally believe if they make adverts which break away from the norms they make getter an better response which will bring in mass numbers of buyers. For example, in the film 'High School Musical' the number of jocks doing the school musical increased due tot he film, this shows the power of the media and the influence it has over people. If we put more forward thinking adverts out there in may encourage more equality and make different consumers buy the products rather then the typical people the advertising company excepted to buy them. |
Do you think its changing? Can you name an advert which goes against this stereotype?
I do believe times are changing and advertisements are becoming more forward thinking, yet they haven't changed that much in fifty years. There are still adverts selling domestic products with women in it and adverts with men doing more laboured tasks. For example, Mr Muscle women are still targeted as those who will buy the product and need 'help' from a male figure, Mr Muscle. Yet, I have seen some advert such as the Aldi which challenges the gender stereotype. The Aldi advert has two builders sat down discussing Jaffa Cakes, in the past this would of been two women discussing the food product as it would of been mainly women doing the food shop. This breaks the stereotype as it shows us a different scenario which we haven't seen before and I personally think it works very effective. |
Is it because this is an idea that is understood by the audience? Would anything different throw us or our normality?
The idea of gender stereotyping is typical within adverts and is a an accepted norm within society. Also, there is the point that all stereotypes do come from an element of truth so they are targeting a specific audience because stereotypically they buy that product. The idea of having a women being is a washing advert I believe has been accepted by people and is something we all understand, but now in our generation there are a lot different living situations which wouldn't relate to that advertising. For example, a single man who lives on his own will want a cleaning advert to target him, this will be a lot more beneficial for our modern generation. Especially since less people are getting married now a days. I believe throwing in an advert which challenges these norms may work effective due it being so different from the others, it may relate to more people then we accept. Adverts such as the Aldi one with two builder worked effective so I do believe their is hope for this new modern style of advertising. I think the reason why adverts which break the norms aren't made as much is because people are afraid of change. The traditional adverts were effective, but by cutting themselves from producing a new type of advert for the modern audience they are cutting of people potential buying their product who never did before. |
Disability
Does the context of this advert make the audience uncomfortable because its out of our understanding and norm?
This advert is very out of the comfort zone due to it involving someone with a disability and we don't usually see this in an advert. If it is in an advert the disabled person is illustrated in a Godly way and showing that they have no weakness (Like Paralympics). Yet, due to this advert being in a normal setting with every day people, Plain folks technique, it can be awkward. Yet, this advert hasn't hidden away from it as we feel an emotional connection with these characters, who could be anyone, as they share a typical conversation. The sexual reference make the advert comical and it because less uncomfortable to us as an audience, the reference are more innuendos so its suitable for a younger audience as they won't understand the topic at hand. This illustrates Pathos within the advert as you align with the characters and their normal conversation. It's ironic that this advert breaks the norm of typical advert whilst the women have a normal conversation. As a society we do feel awkward when highlighting other peoples problems for example their disabilities, yet this advert uses this to reinforce a positive message by embracing it. Thus, this make the advert comfortable to watch. |
Do you think this advert is in bad taste?
I think this advert is good taste, it uses the technique of plain folks to show the normality of the situation and how disabled people can do anything a normal person can do. It uses Pathos to allows us as the audience to have an emotional connection towards the advertisement and show having a disability in a positive light. I think its good taste as it very ethical (Ethos) and doesn't go over the top with showing off the women's disability. This shows the brand Maltesers are very inclusive and can support anyone not matter who they are and what their lives are like. This makes the audience want to support them as a brand and allows them see as a respectful brand. Why do you think Maltesers have used a disability in this way? I think Malteser have used disability and shone a positive light on it in order to advertise themselves as a brand. This uses the technique of Ethos, Maltesers through this adverts aren't necessarily advertising their product more themselves as a brand. They want to show they aren't excluding or hiding away from disabilities which reinforce to the audience that they are a well respected company which has good morals. They use plain folks within the advert to show the normality of the situation and how Maltesers will always be there to support their product buyers. They are a well respected and loved brand. |
The 'Norm'
Which advert do you think society is more comfortable with?
I think with the state of our society the more comfortable advert would be with the traditional marriage between a man and women. I believe society would be more comfortable with this as they have seen this type of marriage time and time again so are therefore are used to it. About fifty years ago gay marriage was looked down on and people believed it was an illness to be gay. Therefore society do see a heterosexual marriage, which appears in advertising, more comfortable due to it being a typical everyday 'norm'. Do you think Tiffany use same sex coupes to promote gay marriage or to 'shock' and therefore gain publicity? I believe that Tiffany have used this advertisement for both 'shock' to gain publicity and to promote gay marriage. Ethos is shown within the advert, Tiffany wants to show they are an ethical company which are forward thinking as they are moving with todays modern society. They do this to gain more of an rounded consumer buyer with a larger audience of people purchasing their products. The advertisement does illustrate 'Snob Appeal' illustrating that if you buy their jewels you are automatically better then anyone else, this is shown through the sign of the backdrop of New York amongst the photograph. This shows a high end, luxury lifestyle, which you can only get from purchasing their product. I also believe Tiffany are doing this for 'Shock' value, this used Pathos as it allows people to have an emotional connection with the advertisement and feel as though they want to support it, due to many people talking about their product it will therefore be sold more. The classic black and white style to the pictures signifies the classic traditional style of Tiffany, yet this is juxtaposed with the fact their are two gay men in the image. This shows that even tough Tiffany are a traditional long reigning brand they are forward thinking and are with the time. |
Would this advert have been banned 20 years ago? why is it acceptable now?
This advertisement would of been band twenty years ago, this advert breaks away from that stereotypical norm of a heterosexual marriage and illustrates a more modernised version of life in the twenty first century. The use of the two men holding hands openly sat down on the side of the street signifies its fine to be gay and you should be open to who you are. Tiffany is using this to illustrate that they are not ashamed that they are thinking with the times, its a very bold advertising move. Tiffany is illustrating ethos as they are showing that are an ethical company which is trust worthy as it there to help all types of people: gay, straight or transgender. This advertisement in the past, because gay marriage wasn't even legalised in England till 2013, would be looked badly on and make Tiffany as a brand gain negative press, it won't be illustrating Ethos |
Controversial Ads
In 2015 this advert was banned in the UK but is stayed up in America - Why?
This advertisement was banded in the UK due to the weight loss company Protein World not being able to prove that these meal supplements actually worked. This was seen as false advertising as there was no scientific information proving the product works. There was over 400 complaints from members of the public complaining about this advertisement scheme 'Body Shaming' people about their figures. There was also a protest in London’s Hyde Park and a petition on change.org that attracted more than 70,000 signatures. Overall, this advert was offensive to people as it made them judge their own body and feel as if they had to fit into the media's idea of 'beautiful' rather then thinking this is an unrealistic body goal to reach.
This advertisement was banded in the UK due to the weight loss company Protein World not being able to prove that these meal supplements actually worked. This was seen as false advertising as there was no scientific information proving the product works. There was over 400 complaints from members of the public complaining about this advertisement scheme 'Body Shaming' people about their figures. There was also a protest in London’s Hyde Park and a petition on change.org that attracted more than 70,000 signatures. Overall, this advert was offensive to people as it made them judge their own body and feel as if they had to fit into the media's idea of 'beautiful' rather then thinking this is an unrealistic body goal to reach.
Is it the fact they are advertising weight loss or the fact they have the 'perfect' woman advertising it?
I think the fact this advert is very controversial is due to the fact that this company is advertising weight loss, they are using the technique of transfer. They do this by making people feel like they are disgusting or beneath other people if they don't look like a stick thin model. When this is an unrealistic body standard to have. The advertisement is making people feel bad about the way they look, 'body shaming', this could personally affect people and change the way they perceive beautiful. According to studies done by scientist if your face is more symmetrical you are deemed as more attractive, this goes back to the hunting days with a specific tribe: The Hadza of Tanzania, had the most symmetrical face in the United Kingdom. The attractiveness came from the fact they were hunters feeding their family. The fact that woman advertising the product is very unrealistic shows snob appeal, as if you have the product you are above everyone else. This woman her body is beach body ready but its how you perceive your body which make sit 'beach body ready'. |
Would it have caused the same controversy if it was a 'perfect' male?
I think due to women experiencing a lot of sexism and objectification of their bodies this advert caused a lot of controversy. Due to how the media perceives women as being inferior and how they should look up and follow body standards otherwise they will be ugly, transfer technique, this caused a lot of anger. However, men are generally portrayed as being superior and more powerful so this style of advert I don't think would of caused this much outrage. Yet, now a days more then other the technique of transfer is being used on men to make them feel disgusting and not good enough in order for them to buy the latest cologne, razors or clothes. So in the near future I believe this style of advert will affect younger males. |
Most adverts have 'perfect' women on them so why is this different?
This advert is not only using a 'perfect' women to illustrate what body standards should be like, but it also saying women's body aren't worthy and are already not good enough, even though they may be perfectly fine. Over the years different images of beauty have changed, for example in the 50s Marilyn Monroe was seen as a sex symbol yet she was a size 16, which nowadays is seen as over weight. Over the years our definition and view of beauty has changed, we only believe what the media perception of beauty is and we have allowed it to manipulate us into thinking that a size six is normal. I think the reason this advert was different and was very controversial was because it was trying to promote weight loss and show to the public we should lose weight. |
Could you argue that the 'context' it is in is actually OK and maybe people are over reacting?
I think the context of wanting to help people to lose weight is good, but the fact the advert is selling this product by making people feel insecure and not hate themselves, they may believe the only way to solve this problem is by buying this weight loss product. Even though the company can't actually prove that this product scientifically works and has a good success rate. This advertisement is in a way forcing people to buy the product. |
Harvard Reference
Rose Hackman . (2015). Protein World's 'beach body ready' ads do not objectify women, says watchdog . Available: https://www.theguardian.com/media/2015/jul/01/protein-world-beach-body-ready-ads-asa. Last accessed 9th November 2017.
Elizabeth Landau. (2012). Beholding beauty: How it's been studied . Available: http://edition.cnn.com/2012/03/02/health/mental-health/beauty-brain-research/index.html. Last accessed 9th November 2017.
Rose Hackman . (2015). Protein World's 'beach body ready' ads do not objectify women, says watchdog . Available: https://www.theguardian.com/media/2015/jul/01/protein-world-beach-body-ready-ads-asa. Last accessed 9th November 2017.
Elizabeth Landau. (2012). Beholding beauty: How it's been studied . Available: http://edition.cnn.com/2012/03/02/health/mental-health/beauty-brain-research/index.html. Last accessed 9th November 2017.
Image
Why do advertisers still use 'beautiful' people to sell their products?
We use 'beautiful' people to advertise products due to the advertising technique of transfer. This make people believe they are looked down upon and seen as disgusting if they don't buy the product, these people don't want to feel inferior so they buy the product. This involves the technique of snob appeal, by using 'beautiful' people within the advertisement you are suggesting that if you use or buy this product you will become just like these beautiful people, putting you on a pedestal over everyone else. Scientist's have also proven if you are typical better looking person people are more likely to engage in what you have to say because you bring attention to your self. |
Do we as a society respond to the beautiful over the normal? why?
As a society we are more drawn to 'beautiful' people more then normal, due to beautiful people standing out and we are more attracted to them. We are jealous of their looks and many things they have, for example in adverts they may be portrayed as rich or be in love. As an audience we want to jump on the bandwagon and be these 'beautiful' people, by us wanting to be them this works effective in advertising. Also, these people may advertise the product better and make it look better, this could introduce the snob appeal technique of if you buy this product you will end up being like these people automatically. However, on the opposing side to this argument many people just prefer normal every day people to advertise the product, plain folks, they are more trustworthy and don't have an agenda to sell you something that won't work. Because they are every day people you are more likely to buy the product as you trust in them, yet with 'beautiful' people you do get speculation that there is something off or fake about it. |
Do we 'understand' this context because it is thrown at us daily or are advertisers tapping in to what we secretly want to see?
I believe that we understand the context of 'beautiful people' because we see it all over every day, its not just advertisers its on social media and other platforms. As a society we see beautiful people as someone to look up to and to idolise. Yet, our perception on what is beautiful and what isn't is all controlled by the media and what they want us to believe. In the past adverts weren't over sexualised and show off 'beautiful people', advertisers use the technique of transfer to show to us we will be gross if we don't buy their products and we won't be beautiful. However, this could spark from our inner insecurities and how we want to personally someone good looking using the product as it makes the product look better. |
Task 6
How would you change it so it went against the norm? Do you think it would still sell?
I think producing an advert which goes against the norms would be risky in selling a product. When selling you want to reach the largest amount of audience and by using traditional style videos, which have been around for years, you are tapping into what the audience already know and understand. I would to change this adverts for more of a modernized audience by having a single man using the product instead of the women with children. This would signify that this product can be used by men as well and that men also do chores, I think by not have more modern adverts companies such as Dettol are cutting off a large audience of people who aren't targeted in it. Nowadays, there are lot more people living alone or people who don't have children which this advert won't interest due to it not being relatable. In traditional advert terms a sign of a women would signify someone who stayed at home and looked after the children but I believe this idea should change. By breaking away from these norms the company will look more ethical and forward thinking and bring a larger audience to buy their products. This relates to the advertising technique of ethos. |
Discuss in detail why it works
This advertisement is very effective in advertising to its target audience of stay at home mum's who perform domestic chores on the daily. The avert highlights the 'average' life of any women who has children and shows that by buying this Dettol hand soap it will make their lives a lot easier. The advert uses the technique of plain folks to show just anyone can have this product and because normal people use it, it therefore is worth the money and is reliable. It also has a slight hint of the technique transfer which is if you don't use this product you are therefore are disgusting and are not sanitary for your own home. The advert uses weasel words in order to make the product seem better then it actually is, for example it says 'kills up to 99.9% of bacterial germs' it doesn't say it does completely as that would have to be proven, yet it does reinforce they think it can. Therefore, meaning the advert will sell better. The sign of the mum looking after the kids and getting on with the house work signifies traditional views in a family household which the audience respond to as acceptable within the household. The advert also reinforces these stereotypes that work well with advertising amongst the children, for example when showing the little girl it says 'something are easy to learn' yet when showing the little boy it says 'some things take time' as he does his shoes up. This shows the difference between how different genders are received within the media, the boys are seen as clever and smart whilst the girls are seen as pretty or cuts. The advertisement follows the norms of what we typical see in all types of averts so as an audience we respond well to it as we understand the meaning behind women at home whilst men work. This advert illustrates family values and keeping the family together as one. |
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Find an advert which goes against the norm - what impact does it have? Do you think it works or does it make people feel uncomfortable?
This advertisement is promoting education for girls all around the world, it is showing that girls are just as good as boys and can be anything they desire to be in the future, they just have to be 'in the race'. I think this advert works, the girls in the advert aren't being labelled by personality traits of them being 'pretty' or into 'pink' they show them as smart indivuals that will one day give something back to this world. The advert uses the signs of strong tough girls to signify how smart and how much they deserve the right to have an education. This breaks the norm due to girls usually being portrayed as pretty or liking make up and boys are seen as smart. This makes this advert powerful as it stands out, as the audience we want feel an emotional connection to these girls (Pathos) and sympathise with their past treatment. Yet, we also feel excited about the change is about to happen. The idea of the race in the title signifies the race to change, the metaphoric idea sends a positive message through the video. Also, the literal running of the girls is 'boyish' attitude which wouldn't be the type of thing a girl would typically do in an advert. This reinforces the idea of equality and how everyone is the same. |
Survey-Primary Research
I made a survey by using the company Survey Monkey, the questions were based on the two adverts that I found, one following the norms and the other breaking the norms. Here is a link to the survey: https://www.surveymonkey.co.uk/r/M5B6B7H
Within my questionnaire I got seven responses, nobody said they were likely to buy the product, 28.57% people said they were likely to buy this product. Another, 28.57% said the advertise 'kind of' advertised and also they were 'not likely' to buy Dettol. Also, 14.29% of people said they would 'Never' buy this product. These statistics illustrate how likely people were to buying this product.
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With the question 'Do you think the Dettol advert is realistic to every day life?' we got a mixed response. 28.57% of people said they found the advert realistic, where as 57.14% said they didn't find the advert realistic. A following 14.29% people said they didn't know if the advert was realistic. Overall, most people said they thought it wasn't realistic.
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