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Constructing Gender In The Media – EMS3O w/ Mr. R.

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Presentation on theme: "Constructing Gender In The Media – EMS3O w/ Mr. R."— Presentation transcript:

1 Constructing Gender In The Media – EMS3O w/ Mr. R

2 Beauty  What is YOUR definition of beauty?  Is our collective definition of beauty the same?  Is our collective definition of beauty purely cultural?  Is our collective definition of beauty purely personal?  Are they separate?  Can you have a personal concept of beauty that is not influence by external factors?

3 Show me beauty!  Media products communicate the dominant culture’s idea of beauty…

4 …and what is not!

5 Imagine this!

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8 Sex In Advertising: Comparison Ads

9 Comparison Ads  Both the Vuitton and Milk campaigns use a man and a woman to sell the same product, but note how the images of women are more sexualized than those of the men

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16 It is human nature to be curious about sex. You know this and so do advertisers. Sex communicates at various levels: biological, physical/emotional and spiritual From a biological standpoint, sex is a reproductive mechanism Emotionally, sex is a profound expression of feeling Spiritually, it cements an unearthly connection between two individuals When sexuality is used in advertising, certain values and attitudes towards sex are being “sold” to consumers along with the products. The serious question that must be asked when deconstructing any advertisement is, “what underlying message is being sold by this ad?”

17 THE PROBLEM IS: THOSE MESSAGES AREN’T AWLAYS HEALTHY…

18 In some advertisements, women are dehumanized and have no meaning other than a sexual one. Linz, a leading media critic, argues that media depicting women in degrading and subordinate situations, even if not explicitly sexual or violent in nature, will lead to increased violent behavior of men against women in society. “Males exposed to ads where females are portrayed as sex objects are more accepting of rape-supportive attitudes and predictive of subjective levels of exploitation” -GenderAd.com

19 Sisley Clothing What do these ads have to do with clothes?

20 Would anyone want his or her daughter represented like the woman in that ad?

21 Is this how women should be presented?

22 What are the implications for a democratic society when we are telling our citizens that it’s alright to sexually touch and assault women?

23 What is being glamorized here?

24 Clothing, really?

25 Images of highly sexualized youth are not just a marketing tool. They also deliver powerful messages about sexual behaviour to young people. This series of ads for Buffalo jeans appeared in the adolescent- oriented magazine, CosmoGirl.

26 Ads containing sexualized images also deliver strong messages about gender relations. This Gucci ad campaign uses young females to promote its clothing, but with overtones of violence and domination. The positioning of the young woman’s hands (one protecting her genitals and the other possibly lifting herself up from a prone position) The expression on her face and the pronounced genital “bulge” of the headless and assertive male conjure up images of rape. GUCCI and sexual violence

27 SISLEY and sexual violence

28 Depict men in dominant poses over seemingly lifeless women. Ellis is capitalizing on objectified images of women, blended with violent and fetishist overtones. Dismemberment is also a prominent feature of this campaign. PERRY ELLIS

29 Competition for “eyeballs”  Advertising often pushes the boundaries of good taste because of competition for “eyeballs.”  Any image that entices a reader to linger over an ad – whether tasteful or not – causes that person to remember the particular brand advertised. Even controversy can be effective in getting a brand or name into the public eye (as SISLEY has proved)

30 “SEX SELLS”  There can be no denying that “sex sells.”  Abercrombie & Fitch, one of the most successful and trendy US clothing manufacturers, puts catalogues in plastic bags (what other magazines come in plastic bags?)  Abercrombie has even moved into more homo-erotic advertising in order to try to gain sales from the largely untapped gay male buyers

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34 Effects of Sexualized Images?  Child development experts have long raised concerns about children's exposure to sexualized images. There is speculation that, physiologically, early exposure to these images (combined with other factors) may trigger the onset of puberty.

35 More consequences…  Continual exposure to sexualized images may lead young people to believe that more teens are sexually active than is actually the case and that “fringe” or exploitative sexual behaviour is normal.  As we know, increased exposure to unrealistic, sexualized role models – for both boys and girls – can also affect self-esteem, body image and expectations regarding the behaviour of the opposite sex.

36 Blog Entry #1 for Nov  Go to www.genderads.com www.genderads.com  Choose a category  Select an image number from the long list and post this image number and section in your blog.  Then write a response that deconstructs that advertisement.  Answer these questions:

37 November Blog Entry #1  What is the product being sold?  What advertisement technique is being used?  What is the explicit message?  What is the implied message?  How is this ad dangerous or counter-intuitive to a positive, healthy representation of women in Western society?  What does it say about a woman’s role in relation to men?

38 Try to deconstruct these ads on your own…

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41 Sex in Advertising ASSIGNMENT

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43  Does this word get your attention?  Why?

44  It is human nature to be curious about sex. You know this and so do advertisers It is human nature to be curious about sex. You know this and so do advertisers

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46  In the marketing world it is no secret that sex sells. But what is sex? In the marketing world it is no secret that sex sells. But what is sex?

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48  When we define sexuality, we can look at it from a biological, emotional/physical or spiritual point of view When we define sexuality, we can look at it from a biological, emotional/physical or spiritual point of view  Who can think of a biological definition of sexuality? Who can think of a biological definition of sexuality?

49 it is hormonally controlledit is hormonally controlled is a reflection of a biological (innate) need to reproduce the species, shared by all animals

50  Who can give me an emotional, or physical definition of sexuality?

51 sex represents a bond between two individualssex represents a bond between two individuals it is an expression of profound emotional feelingsit is an expression of profound emotional feelings it is a physical manifestation of emotions of love, trust, and caringit is a physical manifestation of emotions of love, trust, and caring is a physical expression of the emotional bond between two individuals

52  Who can think of a spiritual definition of sexuality?

53  sex is an expression of inner human spiritual life sex is an expression of inner human spiritual life  it is an ethereal, unearthly connection between two individuals it is an ethereal, unearthly connection between two individuals is a spiritual connection between two individuals

54 But sex is not always used positively. What are some ways that sex can be used in a negative manner?But sex is not always used positively. What are some ways that sex can be used in a negative manner? Sometimes, sexuality can be used to dominate or control another individualSometimes, sexuality can be used to dominate or control another individual can be utilized to exert dominance or power over another individual

55  When sexuality is used in advertising, certain values and attitudes towards sex are being 'sold' to consumers along with the products. The overriding question that must be asked when deconstructing any advertisement, is "what underlying message is being sold by this ad?" When sexuality is used in advertising, certain values and attitudes towards sex are being 'sold' to consumers along with the products. The overriding question that must be asked when deconstructing any advertisement, is "what underlying message is being sold by this ad?"  what messages do you receive from the following (or similar) ads ??? what messages do you receive from the following (or similar) ads ???

56 Calvin Klein  the message that innocence is sexy - the concept of the "sexy virgin" - most often through the depiction of young people in provocative poses. the message that innocence is sexy - the concept of the "sexy virgin" - most often through the depiction of young people in provocative poses.

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60 Versace  featuring Madonna (linking pain and violence with sexiness and glamour) featuring Madonna (linking pain and violence with sexiness and glamour)

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62 Gasoline Jeanswear and Escape Perfume  (When men dominate, the result is both natural and sexy, and women enjoy being dominated in this way.) (When men dominate, the result is both natural and sexy, and women enjoy being dominated in this way.)

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65 Budweiser Beer  (If women could choose, they would sell sex whenever they could - that if you buy a certain product, the woman comes with it.) (If women could choose, they would sell sex whenever they could - that if you buy a certain product, the woman comes with it.)

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68 Wonderbra  (Women are sexual objects to be looked at and played with - naughty but legal.) (Women are sexual objects to be looked at and played with - naughty but legal.)

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70  Historically, the trend in advertising has been to eroticize women more often than men. However, in recent years we have begun to see young men portrayed in a similar manner, though you are still more likely to see women sexualized in advertisements. This becomes very apparent when you look at ads that depict couples together, or in advertising campaigns that use men and women to advertise the same product Historically, the trend in advertising has been to eroticize women more often than men. However, in recent years we have begun to see young men portrayed in a similar manner, though you are still more likely to see women sexualized in advertisements. This becomes very apparent when you look at ads that depict couples together, or in advertising campaigns that use men and women to advertise the same product  (remember the Louis Vuitton and MILK ads)

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72  Why do you think women tend to be sexualized more often than men? Why do you think women tend to be sexualized more often than men?  Why might young men now be sexualized in the same manner? Why might young men now be sexualized in the same manner?

73  Answer the following questions for the four advertisements you have chosen 1. What is the product being sold by the ad? 2. Who is the target audience for this ad? (Include age range, culture, gender, race, socio-economic level.) 3. What underlying message or value is being sold by the ad? Is it obvious or subliminal? 4. Do you agree/disagree with this message? 5. Which aspect of human sexuality is being appealed to? (Emotional/physical? Spiritual? Biological?) 6. In this a postive or negative portrayal of sexuality? Answer the following questions for the four advertisements you have chosen 1. What is the product being sold by the ad? 2. Who is the target audience for this ad? (Include age range, culture, gender, race, socio-economic level.) 3. What underlying message or value is being sold by the ad? Is it obvious or subliminal? 4. Do you agree/disagree with this message? 5. Which aspect of human sexuality is being appealed to? (Emotional/physical? Spiritual? Biological?) 6. In this a postive or negative portrayal of sexuality?

74 In your 'couple' advertisement 1. What is the women doing? 2. What is the man doing? 3. Who is in the foreground? 4. Who is in the background? 5. How is juxtaposition used to convey meaning? 6. Is the woman or man placed beside objects that send out specific messages? 7. Who is active? 8. Who is not? 9. Is one person more eroticized than another? 10. What is the message you receive about this relationship? 11. Who has the power in this relationship? 12. Is this a positive or negative depiction of relationships and sexuality?In your 'couple' advertisement 1. What is the women doing? 2. What is the man doing? 3. Who is in the foreground? 4. Who is in the background? 5. How is juxtaposition used to convey meaning? 6. Is the woman or man placed beside objects that send out specific messages? 7. Who is active? 8. Who is not? 9. Is one person more eroticized than another? 10. What is the message you receive about this relationship? 11. Who has the power in this relationship? 12. Is this a positive or negative depiction of relationships and sexuality?


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