Roles of Women in Advertising

Topics: Advertising, Mass media, Violence Pages: 12 (3969 words) Published: July 20, 2013
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ARTS AND SOCIAL SCIENCE
_____________________________________________________________________

BACHELOR OF COMMUNICATION (HONS)
PUBLIC RELATIONS

UAMG 1004 INTRODUCTION TO MASS COMMUNICATION

GROUP ASSIGNMENT I (20%)

GROUP3 3

TUTOR’S NAME: PN. RAFIDAH BINTI ABDUL RAZAK
TUTORIAL GROUP: T12

GROUP MEMBER:
NO.| STUDENT NAME| STUDENT ID|
1.| HO SHU XIAN| 1206329|
2.| LOH SI ZEN| 1107085|
3.| LU KOK MAN| 1103515|
4.| OOI YEONG HAN| 1206816|

Introduction
Advertising is a form of communication for marketing used to encourage, persuade or manipulate an audience or (viewer, reader, listener; sometimes a specific group) to continue or take action in a certain product or services (What is advertising, 2013). This study is to discuss the representation of women in advertising. Women have been portrayed stereotypically for centuries. There are many advertisement contain women in role such as babysitting ads, cooking’s product, as well as sex object in order to sell the product. In the early beginning, advertisements were shown to sell a product or services. However, time pass, advertisement started begin to objectify women and use women to sell product. This strategy used is to make the advertisement look good and get attention from viewer. Besides, an advertisement which strongly portray women has been proved that it create a greater attentiveness and effectiveness than a man did (Women’s role in advertisements, 2011). According to research, men were portrayed as more autonomous than women. Men are far more likely to advertise alcohol, vehicles, or business products while women were found mostly in advertisements for domestic products (Women’s role in advertisements, 2011). Men and women have different buying behaviors; for instance, take a wrist watch as an example. Women see watches as an accessory to match with their clothing, while man will buy it as a need, not a necessity. Indeed, statistic prove that women spend more money to look good than man. So that, women take part in advertise certain product will boost up the company’s sales by influencing women consumer (Nielsen, 2011). Let’s stick to another example, women in a slimming product’s advertisement. Women advertise by showing their photo to the public with before and after consuming the product to show the effectiveness of it. This type of advertisement is directly to audience and easily can persuade or influence the public for both genders (Women’s role in advertisements, 2011). Women have played liberal pluralist theory which mass media as a mirror, reflecting diversity of society. This theory assumes that the media’s main goal is to convey the truth. Media provide the information necessary for citizens to act. Example, a woman health advertisement, mass media will surely provide the truth information to public (Liberal Pluralist vs Marxist (Hegemonic) Apporach, 2012). In addition, women have been portrayed in advertising has changed over the decades, and changed the way society views women. From housebound drudge to sexpot to business leader, ads are constantly arguing with us about women's role in society (Women’s role in advertisements, 2011). .

Literature Review
According to Steven M. Kates and Glenda Shaw-Garlock (1999) an accepted criticism is that advertising is an important and pervasive cultural institution that represents women in a problematic and unacceptable way (Bordo 1993; Douglas 1994; Ferguson, Kreshel, and Richins 1991; Stern 1993; Wolf 1991). Further, it is not particularly radical to argue that certain ads have co-opted feminist themes in order to market to women. Figure 1

Figure 1
For illustration, we provide a sample discursive analysis of an ad by referring to the Evian ad in the Figure 1. It portrays a woman alone in the frame, potentially suggesting themes of autonomy, arguably important to the feminist movement. The woman is not shown leaning...

References: A Close Reading of "She Wins" Skyy Vodka Advertisement. (n.d.). Retrieved July 9, 2013, from http://www.utm.utoronto.ca/~dwhite/101/12.html
Anti-animal-captivity advertisement shot in Malaysia
Amber Chia in tiger stripes. (2009). Retrieved July 11, 2013, from http://bodipaintingamazing.blogspot.com/2009/10/amber-chia-in-tiger-stripes.html
Amber chia-tiger show, bikini for PETA (News)
Amber stripes down for Peta’s anti-zoo campaign. (2009). Retrieved july 11, 2013, from http://www.thestar.com.my/story.aspx?file=%2f2009%2f10%2f25%2fnation%2f4974693&sec=nation
Dewulf, B
Felix, S. (2012). 18 ads that changed how we think about women. Retrieved June 6, 2013, from http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1
Ford was ‘shocked’ by sexist poster ads in India, executive says
Ford was ‘shocked’ by sexist poster ads in India, executive says. (2013). Retrieved July 9, 2013, from http://www.freemalaysiatoday.com/category/business/2013/03/29/ford-was-shocked-by-sexist-poster-ads-in-india-executive-says/
Harcup, T
In U.S. men are shopping more than ever, while women are watching more tv. (2011). Retrieved july 8, 2013, from http://www.nielsen.com/us/en/newswire/2011/in-u-s-men-are-shopping-more-than-ever-while-women-are-watching-more-tv.html
Karnes, L
Liberal pluralist vs marxist (Hegemonic) approach. (2012). Retrieved July 12, 2013, from http://keithway.blogspot.com/
Mass media and society
Rivera, A. (2010). Gender Representation in Advertisement. Retrieved June 7, 2013, from http://voices.yahoo.com/gender-representation-advertisement-7373938.html?cat=35
Sexism in Advertising
Trends in Advertisements. (2011). Retrieved June 6, 2013, from http://womensroleinadvertisements.blogspot.com/
What is advertising
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Women and Advertising Essay
  • Women in Advertising Essay
  • Women in Advertising Essay
  • Women in Advertising Essay
  • the role of women in church Essay
  • advertising Essay
  • Advertising Essay
  • Advertising Essay

Become a StudyMode Member

Sign Up - It's Free