1) How does Mistry suggest advertising has changed since the mid-1990s?
She says Since the mid-1990s, advertising has increasingly employed images in which the gender and sexual
orientation of the subject(s) are markedly (and purposefully) ambiguous.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
The kind of sterotypes were wives or mothers that all needed to look after men in some way or another
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
This made It look like women to be more decorative and because of this it made men treat them as objects and make sure they stay looking good.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Berger suggested that women see themselves through a male perspective in the media.
5) How did the representation of women change in the 1970s?
Berger suggested that women see themselves through a male perspective in the media.
5) How did the representation of women change in the 1970s?
From the mid-1970s there was a proliferation of distinct images that became labelled as the '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'. The New Woman was supposed to be 'independent, confident and assertive, finding satisfaction in the world of work and recreation, seeking excitement, adventure and fulfilment'.
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?
The ability of these images to undermine traditional female stereotypes is superficial according to van Zoonen because it is suggested that '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?
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?
The ability of these images to undermine traditional female stereotypes is superficial according to van Zoonen because it is suggested that '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?
Barthel notes that 'today's young women can successfully storm the bastions of male power... without threatening their male counterparts'
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
Women can use Christian Dior make-up to make themselves sexually attractive - and that her sexuality is for her own enjoyment.
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
Women can use Christian Dior make-up to make themselves sexually attractive - and that her sexuality is for her own enjoyment.
1) How does Mistry suggest advertising has changed since the mid-1990s?
The gender and sexual orientation of characters in advertising are now left to be vague. There are now more homosexual images in advertising that do not use over the top camp stereotypes that are used in the mainstream media.
2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
After the war there was this society crash. After the war stereotypes were put in place to create rules or familiarity in society. Women were targeted to feel guilty if they didn't fulfil their role as a housewife and mother. Their purpose was kept and reinforced with the increase in domestic goods such as washing machines and convenience foods. The domestic role was reinforced by advertising these goods to make it easier for women to fulfil their role in their homes.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
Women's femininity were seen to be created by acting passive and having their personalities created by commodities for male attraction. The female is meant to be controlled and awoken by men where they are sheltered from reality and were meant to be seen as 'perfect' and to remain this way until Mr. Right comes along. Women were objectified for men in advertising.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura Mulvery(1975) came up with the 'male gaze'. It was created as men were seen in patriarchal roles at the time and women were passive in advertising. Women in advertising at the time were there for men to see. It was also seen in movies like James Bond where the female were seen as the damsel (Propp character roles) and were only used in the story to be looked at, 'men act, women appear'.
5) How did the representation of women change in the 1970s?
Women were a lot more sexualised in advertising. Products were now created on how to attract males. But also women are seen as sex objects in advertising for male products. The Gucci advertisement shows that the female 'comes with' the product. The female is used for the male gaze and the product gives men the requirement to attract a female.
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?
Women in advertising were seen in work clothes and gave effort to presenting themselves in the workplace. However they were only there to be looked at, they never actually did any work to show that they now do have a meaning representation of themselves. It's no different from the male gaze in earlier years as they are seen to have no working role in a narrative apart to be looked or gazed upon by both sexes.
7) What does Barthel suggest regarding advertising and male power?
Young women in advertising now can defend the male power or keep them the way they are, posing no threat. But also with them gaining power a reassurance has to be made that no gender change has occurred.
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
Products are used to make women appear that they are reclaiming their sexuality and that them using make-up is for their own enjoyment. But it still doesn't change the fact that women are still used in advertising to be looked at. It is only giving in or reinforcing male's sexual advances for women to be gazed at. It is this false sense of feminism.
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