Gender ads refers to images in ads that depict stereotyped gender roles and views. Gender displays are used heavily in ads to assign the role of one gender in relation to another, and some experts argue that advertisers are obsessed with gender. Advertisers focus on gender relationships, because people define themselves by gender, and gender can be "communicated at a glance", making it easy for advertisers to use this theme in their work. The effects of advertising on body images have been studied by researchers, ranging from psychologists to marketing professionals. "These days we know that the media and body image are closely related, in particular, the image of the body image ads affects the image of our own body.Of course, there are many other things that affect our body image: parenting, education, intimate relationships, and so on. Popular media does have a big impact. "This is because thousands of ads contain messages about physical attractiveness and beauty, examples that include ads for clothing, cosmetics, weight reduction, and physical fitness. Researchers have done research in an attempt to see if the ad has an effect on teen body image, and what the effects are likely to be. Women are responsible for 85% of consumer purchases
Video Gender advertisement
Creation and maintenance of gender normality
Advertising is a significant socialization agent in modern industrial societies, and is used as a tool to maintain certain social constructs, such as gender. Men and women are described as different in attitude, behavior, and social status. These differences divide the sexes into different sexes. Gender ads give viewers a glimpse into a world laden with socially defined and socially defined relationships, look, and gender roles. These images are made to imitate real life and a lot of fantasy concepts and reality mistakes in advertising. Erving Goffman would call it "commercial realism", when advertisers try to present the world of advertising in a way that can be real. Goffman argues that advertising does not seem strange to us, when it should. Ads take something that already exists in the world and change it, forming distorted reflections. "They emphasize a few things and do not emphasize the other," this is an excessive ritualization in the world, and we recognize, and even relate to some images.
Maps Gender advertisement
Gender roles in ads
It is said that these images can teach viewers a broad set of social cues, and even the most subtle ones impact the audience. It is further said that gender relations are learned through advertising. Among the gender roles studied are femininity and masculinity. Men and women are depicted in advertisements according to the definition of femininity and masculinity that are built. Being a woman means being feminine and being a man means being masculine. There is little room for variation or role reversal, except in a smaller niche marketing framework.
Masculinity in ads
In advertisements, men are often described in the following ways:
- Be alert and aware of the environment
- Stand up straight
- Eyes open and look around
- Agency is controlled
- Means expression on face
- Clutch tightly with hands
- Hands in pocket
- Serious
- Be physically active
"Courage, adventure, rational thinking, being strong and effective, for example, are all" male "traits that are usually encouraged, as well as the ability to think independently and take initiative.The media image that supports this behavior includes strong and silent Marlboro people and military advertising that tells the young man to be 'everything you can'. "
Social pressure on men to support traditional masculinity and sexuality in ads
Since the 1980s, the male body is more often used in advertisements, which portray the same body image ideally as the image of women. Research shows that men feel the social pressure to support traditional male masculine models in advertising. Research by Martin and Gnoth (2009) found that feminine men prefer the feminine model personally, but expressed a preference for traditional masculine models when their collective self is prominent. In other words, when worried about being classified by other men as feminine, feminine men support traditional masculine models. The authors suggest these results reflect social pressure on men to legalize traditional masculine norms. Researchers, such as Mary Martin and James Gentry, have found that adolescent advertising negatively affects adolescent self-esteem by setting unrealistic expectations for them about their physical appearance through the use of ideal models. It has been proposed by Dworkin and Wachs (2009) that the broad picture of the 'healthy' and 'fit' bodies used by the media is exemplified by muscular men and slim women promoting ideal and 'single' body ideas-the kind that both sexes, but that may not fit the reality of the disparity of body type. Studies show that these ideals have an influence on the expectations of what a healthy body is in young people and can contribute to negative mental health problems in terms of body image. Other researchers, such as Heidi Posavac, recognize this, but believe that this only applies to teens who already have low self-esteem or poor self-image. Furthermore, more and more ads show men as sex objects. A study of the body obsessions of men found that advertising for everything from cars to underwear depicts bodybuilders' images to "abdominal muscles of boards, large chests, and inflated shoulders, muscle and leanness mixtures that may only be attainable by drugs ". In contrast, researchers, including Terry Bristol, have found teenagers generally unaffected by these ads because of the idea that re-exposure can create immunity to images and messages in advertisements. In addition, some researchers, such as Paul Humphreys, have concluded that such ad exposure can actually create higher self-esteem in adolescents. Although women's equality is progressing in society, men become more focused with muscles because they are still seen as a symbol of a culture of masculinity. In addition, it has been suggested that muscular bodies have become the aesthetic norm for heterosexuals as well as homosexuals.
In a content analysis study of male images exclusively in men's magazines, it was found that most of the body in advertisements was not 'ordinary', but those with strong and strong 'male figures'. Research shows that men in advertising are usually objectified and depersonalized.
The representation of ectomorphs (thin and muscular) is severely limited to clothing advertisements that may look more attractive in men who are slimmer and taller. Endomorphs (soft and round) are rarely depicted and if they are, tend to be the object of humor. It is important to note that male body representation is often used irrespective of its relevance to the product being promoted.
A study published in JAMA Pediatrics in January showed concerns about physical and muscle especially, among "relatively common" young men. The researchers said about 18 percent of the participants in their study (which included 5,527 men) were "very concerned for their weight and their physique". Furthermore, the researchers found 7.6 percent of younger males "very concerned about the muscles" and used techniques that could be dangerous to get the ideal body.
Femininity in ads
Female portrayal in advertising:
- Touch yourself
- Propose object
- Lying on the floor
- Sit in bed or chair
- Closed eyes
- No alert
- Confused
- Vulnerable
- The body changes shape
- Dress up like a child
- Hold an object or a man for support
- Sexy and sexually available
- Tempting
- Play around
- No Care
This is the position of submission and helplessness. This can be seen clearly when women are displayed lying on the floor when men are standing above them, literally describing women as men below. Women are urged to pursue beauty and sex appeal, and part of the sex appeal is submission. There are currently campaigns such as the Women's Securities Campaign that have changed the way women are perceived for the better. These campaigns aim to reclaim the adage "like a girl."
The body - and especially here the female body - is always controlled by the social norms and commodities of the body through industries such as fashion and beauty that show femininity.
Discursive construction of these female bodies is quite clearly 'put up for consumption' by men. This construction not only reveals the inevitable relationship of gender power about the body but also shows the cultural ambivalence of physical appearance and the management of sexual images. This kind of ambivalence idealizes and demystifies the explicit efforts of individuals to produce and describe bodies in accordance with the 'ideals of society'.
History
Toys for girls from the 1920s through the 1960s were heavily home-focused and nurturing. For example, the 1925 Sears ad for sweep-and-mat toys states: "Mommy This is a practical toy for little girls Every little girl loves to play house, sweep, and do her mom's work." Such toys are obviously designed to prepare girls young girls to domestic life, and household chores are described as fun for women. While girls' toys focus on households, toys for boys from the 20s to 60s emphasize preparation for work in the industrial economy. For example, the Sears 1925 ad for Set Erector states: "Every child likes to tinker and try to build something With Set Erector he can satisfy this tendency and gain mental development without any obvious effort.... He will learn the basics of technique. "However, marketing at the end of the century is less dependent on explicit sexism and more on implicit gender cues, such as colors, and new fantasy-based gender roles such as beautiful princesses or muscular heroes of muscular action. These roles are still built on regressive gender stereotypes - they portray strong masculinity, skill-oriented and passive, relational femininity - obscured by bright new packaging. In essence, the "little housewife" in the 1950s has become the "little princess" we see today.
Displays gender in ads
"If gender is defined as culturally defined cultural correlations (whether as a result of biology or learning) then the gender view refers to the connotation of connotations of those correlated." Gender displays can instead be defined as rituals of gender behavior, and they are used to help interpret social reality. This is an advertisement that is mostly borrowed from, and for Goffman this is the reason why the ad does not look strange to the public. Furthermore, Goffman argues that there is a code that can be used to identify the gender. These gender codes can be seen in male and female depictions in advertising. There are four categories in which we can look at these gender codes: family, feminine touch, subordinated ritualization, and license withdrawal.
Role-reversal
Sometimes traditional gender roles are reversed. When this happens, one can see men behave in a manner commonly associated with femininity, and women behave in a manner that is usually masculine. This often happens in gay and lesbian ads. Watching these ads can be a surprise to most people, as they are not familiar with this role reversal. This is an actual indicator that there is a difference between the sexes in advertising.
Ad effects
Beauty can be defined largely as a perception. It is a group of social norms that interpret certain forms of appreciated appearance. Since nearly four decades ago, women have been expected to conform to certain body image and behave in a way that will ultimately decipher and enforce their femininity (Bordo 1997, pp. 94). Both men and women strive to achieve this beauty that influences them to shape themselves and change their appearance to fit those norms. These norms largely come from the presentation of media models and famous stars through advertisements for magazine products and covers. Since our society is now filled with these advertisements in all aspects of life, such as on TV, billboards, in supermarkets displayed with products (especially beauty products) and in social media, children now see this material at a younger age and in change create the perception that this is an ideal appearance while they are still very easily influenced. Young children learn by observing and imitating what is presented to them.
At the beginning of the 20th century, people began to pursue material goods in order to fulfill the common desire to own the goods rather than for later use. This is largely due to the use of advertising media and perceptions, especially with beauty products, that the model described gets their buying view using this product.
It is very common for young men and women to compare themselves to models in advertising, in terms of their physical attractiveness. The appearance and body size of the model in the ad in the final image seen by the consumer, more often than not, is changed through an editing program like Photoshop, to achieve the perfect desired (or impossible) look. The use of these images creates the ideal of false beauty for men and women to aspire to, and creates the use of extreme diet and surgical procedures to resemble similar images displayed in advertisements. This emphasis on ideal body appearance has been considered psychologically detrimental to the well-being of many young men and women, and to their self-image. Existing research suggests that stereotypes may be helpful or detrimental, depending on several factors, such as audience gender attitudes.
Magazine advertisements highlighting thin and attractive female models result in greater self-objectification and the process of examining these types of ads can encourage women to think about their physical appearance as if looking at as critical observers. Images from the media are often exposed to Western women, and the use of an idealized woman in advertising is common. The data also show that men exposed to women who are sexually objectified are more likely to believe in stereotypes about sex roles and rape the myth of trust.
When sexuality is used in advertising, certain values ​​and attitudes toward sex are 'sold' along with a product. The message may be that "innocence is sexy", that women enjoy being dominated, that the use of certain products is naughty but legal, or that the use of certain products will make the user more attractive to the opposite sex, and many other messages. The way beauty is portrayed in the media causes discontent and negative thoughts about oneself when the outcome is not achieved. The sociocultural standard of male drawings is presented in almost all popular media forms, cornering men with images depicting what is considered an "ideal body". Such beauty standards are hardly reachable by most men; most of the models are displayed on television and in advertisements well below what is considered a healthy weight. The use of mass media from such unrealistic models sends an implicit message that in order for a man to be beautiful, he must be unwell. The mindset that a person can never be "too rich or too thin" is too common in society, and it makes it difficult for men to achieve any level of satisfaction with their physical appearance. There have been many studies showing that men are negatively affected by constant exposure to models that meet the ideal ideal of beauty media.
On the other hand, from the moment the boy enters the class, masculine identity building takes place in one form or another. On some levels, teachers and students, both male and female, often act in accordance with a set of unwritten teachings that are subtly or explicitly reinforced through covert consent, indifference, or lack of consciousness. William Pollack (as quoted in Neu & Weinfeld, 2007) mentions a culturally embedded set of expectations about Boy Code masculinity. This "code" inspection yields new insight into the problem behavior shown by many boys struggling in the classroom and reveals why boys of a certain style (SF/Interpersonal and NF/Self-Expressive, in particular) will probably experience a deeper negative impact than peers.
In the book Helping Boys Succeed in School , educators Terry Neu and Rich Weinfeld (2007) arrested Boy Code Pollack in the form of "dos and don'ts" poster.
- Do not cry (no sissy).
- Do not be afraid, shaking, or shrinking from harm.
- Do not ask for help when you're not sure (observe the code of silence).
- Do not achieve comfort or certainty.
- Do not sing or cry for joy.
- Do not hug your dear friend.
- Do not use words to show tenderness and love. (2007, p.Ã, 24)
Neu and Weinfeld's research shows that the process of developing the ideal male image takes place in the classroom.
Much of the existing literature on the ideal male image has narrowly focused on the media's impact on the adolescent's view of the ideal male image or parental style of impact on this topic. Consequently, it often lacks the information necessary to systematically compare the cultural backgrounds of different groups.
Body image in ad
The impact of media on body image has been studied in depth in recent years. The prevalence of sexual content in the media has become even higher. The average teenager in the US consumes 3-4 hours of television a day. With 30% of local television ads being advertised, many teenagers consume about 100 ads per day. With the advent of social media, online advertising is also becoming increasingly abundant. Many ads depict people with ideal bodies, many of them photographed. The average female model in the US is a size of 0 or 00 and is between 14 and 19 years old, while the average woman living in the US wears a 12-14 gauge. The models featured in many advertisements have genetically inaccessible bodies.
Research has shown that consuming ads containing ideal body images leads to increased dissatisfaction of the body, especially in young girls. Regardless of gender, self-examination when looking at an ideal body image in the media can cause negative feelings toward one's body. A research study in 2015 reveals that these negative feelings can occur after observing the ad for only 3 minutes, especially advertising on male and female sexuality. Thinking of a person's body from an external viewer's perspective can also cause shame on the body, appearance anxiety, and in some cases contribute to certain eating disorders. In the context of women's ads, the images show the individual needs that can be met through the participation of women in commodity culture (Nelson, 2013). It should be noted that image-body image transfers can be a lifelong process that underlies lasting change in sociocultural environments, cultural meanings, body image trends, and pervasive media beauty ideologies (Yu et al., 2011).
Stereotypes and gender roles
People organize their knowledge of the world around them by sorting and simplifying the information received. Therefore, they create a cognitive scheme, which is a particular representation of reality that presents the most typical and fundamental elements and properties. This scheme is responsible for defining the essence of our worldview and having a significant influence on social cognition - understanding, anticipation, situations and emotional control.
The role of gender has also been influenced by media and advertising. SlutWalk is one of the phenomena that emerges through the "contemporary wave of feminism" that is not contemporary. The SlutWalk movement helps increase the visibility of victims and reintroduces the issue of sexual violence to the public. The role of gender in media and advertising has also been influenced by sex commitment and relationship commitment. Men have a positive attitude towards casual sex and recreation, while women appreciate the emotional intimacy and commitment around sexual relationships. The difficulty in differentiating gender roles in modern society can be a perfect example of the negative social effects of using stereotypes. The division of gender roles is deeply rooted in today's society. Over the centuries, men are regarded as a financial provider, career-focused, firm and independent, while women have been shown as low-ranking workers, loving wives and mothers, responsible for raising children and doing housework. Today family models are more based on partnership than patriarchy and women have more rights and possibilities in the labor market. The feminist environment has a significant impact on changes in this situation. Women's liberation movement fights for women's rights and to redefine traditional gender roles. Although women and men are still not equal, gender differences are not so wide. However, many social institutions, such as the mass media, still use gender stereotypes, based on the assumption that they are well known to everyone and help recipients to understand the message content.
The role of gender in media and advertising is influenced by humor. Ads often use gender roles to promote products. There are various stereotypes in terms of funny ads with men and women. Stereotypes can produce simplified conceptions and incorrect knowledge evaluation applied. Humor is generated in two steps. First, some types of nonconformities that violate dominant views must be recognized and, second, if people cognitively resolve these mismatches, they experience humor. Humor happens when it seems everything is normal, while at the same time there are errors that ruin our expectations. Men can be described in the role of domestic performing tasks, while women will be presented in independent roles. This will break our hopes and the norms of society that revolve around gender roles. Exaggerating these gender norms will potentially be funny.
Ad strategy
Media and advertising have also taken a strategic role in today's society. Women's behavioral intentions are enhanced more through a transformational messaging strategy than an information-messaging strategy. However, the intentions of a person's behavior is a strategy of information messages that conflict with behavioral intentions. Ads rarely depict people who look like "us", or the norm. Women are weak, thin, and often edited or "touched" to make them look thinner and flawless. People who are targeted by advertising rarely look the same as those depicted in the ad itself. Women process self-efficacy and behavioral intentions rather than rationally as men do. Another emerging gender difference is that consumer effectiveness and messaging strategies significantly predict self-efficacy. These findings suggest the role of gender in media and advertising.
Research shows that there are four distinct and independent components. They are descriptors of nature (self-statement, concern for others), physical characteristics (hair length, height), role behavior (leader, caring for children), and employment status (truck driver, primary school teacher, housewife). Each component has a masculine and feminine version. Stereotypes become problematic when stereotypes lead to expectations and judgments that limit life opportunities to social category subjects. This is the reason why public policy is concerned about marketing activities that promote stereotypes. Any component of gender stereotypes can cause negative consequences that limit life opportunities, especially for women. Physical characteristics can lead to a decreased self-esteem, role behavior can lead to limited self-development opportunities, and job role stereotypes can cause harm in a woman's career.
See also
- Advertising criticism
- Ad effects on teen body images
- Exploitation of women in mass media
- Killing Us with Soft
- Media and gender
- Sex in ads
References
External links
Classic ads
- Lee Marvin - Pall Mall Ads
- Xerox ads of the 1960s
- 1960s Folgers coffee commercial
Modern Ads
- AX body refinement ads
- Aqua Ads in Gioia
- Old Spice Ads
Source of the article : Wikipedia
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