2. Advertisements
Advertisements is the process of delivering a message about
ideas, goods and services, through the media paid by an
identifiable sponsor.
The history of advertising can be traced back to a very long time
ago. It became a major force in capitalist economies in the mid-
19th century, based primarily on newspaper and magazines. In
the 20th century, advertising grew rapidly with new technologies
such as direct mail, radio, television, the internet and smart
phones.
The internet has revolutionised the advertising industry, in the
most outstanding way, not only has it changed the way ads
broadcast but it has also changed the way consumers act
towards them.
3. Advertisements
• Advertising has numerous objectives which includes
communicating with potential customers as well as
persuading them to adopt a particular product or
develop a preference towards the product for repeat
purchase which ultimately results
in brand loyalty. Advertising Theory or theories
therefore try to explain how and why advertising is
effective in influencing behaviours and accomplishing its
objectives.
• There are numerous theories on advertising. Most
theories of advertising generally propose that the
effectiveness of advertising is dependent on the main
practices being carried out including more exposure
towards the brand or repetitive advertising
4. 1900s
As shown in this picture the portrayal of women
was thin and to be very feminine. Corsets were
advertised greatly in this time as the hourglass
figure was glorified and admired. Synching in
your waist and having a curvy figure was the
epitome of the perfect ‘1900’ women.
Adverts were a lot about body image and
fashion, and hugely towards women's
appearance.
The significance of men in this era is
shown as simple arrangements like
putting them in the centre of the ads
shows them as more important and
worthy than women.
The image of women
started to change as
the 1900’s went on.
A revolutionary ad
which shows that
you ‘need not be
embarrassed’ takes
away some of the
stigma that women
have to shave their
armpits. This did get
a lot of negative
feedback however it
was definitely at
turning point in
women's
representation.
The common
stereotypes
of food
advertiseme
nt and
women in
the kitchen
was highly
common in
this period.
Almost
always
women were
associated
with
housework.
Advertisements have developed
throughout the years in order to sell
more products. In the early 1900s,
advertisements have been a way in
solving personal and social problems .
Women at this time were placed as the
main audience for the products
advertised.
5. 1920s onwards
Definitions of beauty was a very controversial subject in the
1920s, as lighter hair was seen as beauty. Women were
constantly advertised products which altered themselves. The
fact that women see themselves as ‘doomed’ if they did not fit
the criteria of attractive in the 1920’s shows how insecure
women were and society’s expectations to be ‘beautiful’ in every
aspect of a women's life. The editing here is very classic 1920s
to 19-50s style, as big and bold fonts used to catch the eye of
consumers. Minimalism definitely did not exist at this time
and adverts constantly at their best ability, needed to be aye-
catching and quite obnoxious.
Body image was significant in the 1920s and
weight was seen as crucial part of someone's
beauty. Much like todays time women's weight
was seen as ugly and unattractive. So, products
like selling soap had always connected to body
image and taking imperfections away. Although
it was delusional many people still bought the
products.
6. In other advertisements, companies would
target consumers greatest desires or fears.
Ads would often relate their product to
one's acceptance in society, self
improvement, or one's beauty.
In some advertisements, companies would target
consumers greatest desires or fears. Ads would
often relate their product to one's acceptance in
society, self improvement, or one's beauty. This
period of advertising often touched upon a
women's vulnerability. For example as shown byt
the ad her a women is pondering her status and
the want to get married. Stereotypes like these
were clearly a selling point for companies as
psychologically they could steer people in, in
buying their products. Even if it didn’t have any
link towards the actual product.
In many ads such as this one frequently the
product had nothing to do with women,
however they were used as a type of
incentive for the consumer (men). For
example in the image shown above a
company is advertising bow-ties. However a
female is used to subliminally tell men that
this tie will give you the attention of
women. This connotes that women in this
period were commonly objectified as purely
a tool to sell products.
7. 1930’sThe representation of women pre 1900s and present
were expected to work at home, cook and clean. This
reflected in advertisements as well. From this ‘Coca-Cola’
ad we see a women in a n apron, lying down and having
her drink. In the description it quotes ‘Housework brings
the urge to pause and relax’. The stereotype of women as
housewives were used as a key selling point in the 1900’s.
We see a women happy and relaxed in her home with a
bottle of Coke, we as consumers instantly feel a sense of
intrigue and desire to feel the same way.
Advertisers home in on a women’s desire to keep slim,
creating the illogical link between smoking and beauty
that still persists. The new advertisements were
typically placed in women’s magazines. With one of the
first, for Lucky Strike Cigarettes in the early 1930s,
urging women to ‘Reach for a Lucky instead of a sweet’.
The advert said smoking meant ‘you will avoid over-
indulgence in the things that cause excess weight, and
maintain a modern graceful form’. Ads like this really
created this concept that smoking showed a women's
independence and modernity.
8. 1940s
Body image and weight still persisted
throughout the early 1900s and the
desire to have a curvy figure was more
and more advertised. Advertisements
used societies image of beauty as a
key way to sell products. This style of
advert was very conventional at the
time with most ads showing the same
image of women and big and black
typography.
Many advertisements to do with
anything culinary was targeted at
women. The mere prospect of a
man needing to pay attention to
these ads was not a thought.
Women were always associated
with the home and cooking. ‘Just
between us girls’ reveals the very
apparent sexism that the 1940’s
era promoted.
This
advertisement
shows how
degrading
companies were
and the
patriarchal society
that women were
in. The ad states
‘show her it’s a
man’s world’
which shows that
even sellers
promoted this
inequality
between men and
women as it
unfortunately
sold. Although
cameras were not
as popular, drawn
depictions were
the only way to
create these
stereotypes.
9. 1950’s
The representation of women in the
1950’s essentially got worse. In this
advert for Volkswagen it is
promoting that this car is ‘safe’ for
women to drive. The message of
women in this advert reveals them
as inferior and less able to do the
same things as men.
‘His kind of girl’ instantly makes consumers of the product of
the time question this characteristic. We are showed a ‘happy’
couple, where the wife is cleaning clothes spotlessly to satisfy
her husband. This advert instantly connotes sexism and that a
women only purpose is to please her husband and be the
‘conventional’ housewife. Although this is a washing clothes
powder advert the company’s intention was to connect it to a
common want of a wife in that time which was to have the
satisfaction of her husband. The step-by-step picture guide
creates a picture perfect approach to the relationship and the
joy that comes out of consumers using this product.
10. 1960s
The 1960’s campaign for Tipalet
cigarettes showed a wide-eyed
beauty in a low cut top and open
mouth. The cigarette acts as an
extension of the mans virility,
emphasising women as passive
sexual objects manipulated by
men.
This not-so subliminal message is that a
man should be in control and should
maintain his dominance over his wife-
even when it comes to which coffee she
buys, through physical intimidation. This
advert promotes abusive relationships and
is an accurate representation of the
dehumanisation of women in the 1960’s.
Small-waisted,
beautifully
dresses, a
welcome-home
smile and
delighted to be
given a vacuum
cleaner for
Christmas.
Women had to
be the perfect
housewives and
mothers and still
stay attractive
enough to keep
her man. The
angle of this
image looking
down on the
women could
represent the
man and this
could have bee
done to show
that the man is
constantly at
higher status
than his wife.
11. 1970s
This advert of the 70’s promoting
an automatic car directed at
women shows how still in more
later years women were being
undermined and ridiculed. This
advert shows a women as unable to
drive a car unless it is automatic.
Showing a women rather confused
adds to the stereotype as women
are stereotypically seen as less
equal to men when it comes to
driving and many other things in
this time.
This advert claims to be targeted
at women but really ‘built for
men’. Almost all adverts during
this period seemed to benefit
women but almost always
resulted in pleasing the man.
Again, this advert is showing that
women stay at the home cook
and clean only to satisfy her
husband/male partner.
12. 1980s
As can be seen, these two magazines all used beautiful
and sexy female models as their magazine covers, which
can attract more customers and promote the sales. These
models wear very little clothing or even be naked. Male
customers are appealed by sexy and glamorous women,
and female customers maybe attracted by models’ fashion
dressing and want to become as fashionable as them.
From decades ago to nowadays, most magazines and
brands still use ‘sex sells’ to promote the sales.
Advertisements’ coverages are more likely to emphasise
on good looking females with symbolic and ‘sexy’
postures.
The alcohol industry has a long history with sexism,
predominately targeting men by depicting women as
objects to be consumed along with their can of beer. This
ad for a beer company, Budweiser, is a clear example of
the provocative way faceless women were used to carry
advertising messages. By fragmenting the ads to use
women’s bodies as the vehicle of communication,
Budweiser is showing that the models are worth nothing
more than their sex appeal. In this way, the ad is
positioning women as products in much the same way as
the beer they are trying to sell.
13. 1990s
In the 90’s societies expectations of
beauty took a big toll on fashion
and beauty adverts. For example, in
this ad for Revlon the infamous
Cindy Crawford is used for a nail
polish advertisement however her
near ‘perfect’ face is used to sell the
product effectively. Definitions of
beauty was getting intensified and
this then showed in the types of
models advertising for companies.
This advert for Polo Ralph
Lauren illustrates a women in a
suit. The representation of
women in this ad shows a
reverse in gender roles. As this
women looks empowered and
professional. The choice of mis-
en-scene seems to be an office
which is something that would
be connected to a business-man
at the time.
Apparition of black women in advertisement
but westernized black women with a really slim
nose, mouth and smooth hair. This
westernization is due to the beauty criteria of
western countries where white women
represent the “perfect” beauty.
14. Early 2000s
In these advertisements women are bodies
and these bodies are objects and sexual
objects. Famous luxury brands often use a
females body to attract and sexualise a
product for the appeal of a man and general
sexualisation. Women are arguments to sell,
they are marketing objects.
The 21st century has created new technology
for companies to retouch, an example of this
would be Photoshop Creating an unrealistic
image of a women that can never be
achieved. Adverts in todays day and age
never highlight a women’s intellectual or
physical abilities.
The objectification of women in this
burger king advert shows how even
products like food, used women to add an
accessory to the adverts. This purely
targeted men. Sexualisation of women in
the media industry is very common and
portraying the women as a ‘golden
goddess’ instantly degrades her by
putting her next to a burger.
15. 2010s-Present
This advert shows a
conservative representation of
women. Women are less
objectified and more
appreciated for different aspects
of themselves other than their
physical beauty. Art is used as a
symbolism for most fashion
advertisements.
In this ad the women is objectified, as
her bod is used as a aspiration and
false hope to buy these weight loss
tablets. The ‘beach body ready’ quote
gives a false impression on standards
of beauty. The bright yellow
background makes it very noticeable
and the placement of the women in
the middle further centralises and
sexualises her as the ultimate female.
This advert breaks away
from typical stereotypes
of females, as it brings
them together of all
colours and looks and
empowers women. Nike
uses their sportswear to
present this and connote
power and
independence.
