Representations of women in advertising

 1) How does Mistry suggest advertising has changed since the mid-1990s?

Since the mid-1990s, advertising has increasingly employed images in which the gender and sexual

orientation of the subjects are markedly ambiguous.

2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?

1945, women were made to feel guilty by warnings of the 'dangerous consequences to the home'

 the innocent female is equated with flowers and nature:

3) How did the increasing influence of clothes and make-up change representations of women in advertising?

expansion in production/consumption - clothes and make-up which led to women being increasingly portrayed as decorative empty objects

4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Mulvey's (1975) women are subjects for men too look at 
5) How did the representation of women change in the 1970s?

'New Woman', and that were seen as representative of the 'changing reality of women's social position

and of the influence of the women's movement'

6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?

'A woman should look forward to dressing for the office.' Having a job is seen merely to provide 'another happy occasion for women to dress up and present themselves.'

7) What does Barthel suggest regarding advertising and male power?

'today's young women can successfully storm the bastions of male power... without threatening their male counterparts' providing we can reassure them that, underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred'

8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?

Christian Dior make-up to make themselves sexually attractive - and that her sexuality is for her own enjoyment.

Richard Dyer however, claims that such images are something of a misrepresentation of women's liberation:

 

1) What was the Protein World 'Beach Bodies' campaign and why was it controversial?

it only showed one body type

2) What was the Dove Real Beauty campaign?

it showed an array of body types so alot of women can relate to the ad 

3) How has social media changed the way audiences can interact with advertising campaigns? 

online campaigns give audiences an alternative way to interact with adverts 

4) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?

male gaze - a lot of women  in advertising were sexualised for the mans pleasure like in the score advert 

5) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?

I think women's representation in media have changed and are presented as equal and non sexualised , adverts focus on independence and making money