Advertising And Gender Flashcards
Cumberbatch (1995)
Study of 500 prime TV adverts in the UK and prime TV.
Found that adverts had seemingly become wary of showing women doing housework (shown in 7%). Improvement
Also showed men in the kitchen doing cooking.
Shows the ‘new man’ coming into affect, introducing men into more ‘domestic’ roles and women showed to be having more universal roles
Scheibe (1979)
Conducted a study on TV adverts looking at what men and women were more likely to be concerned about.
Women: were seen to be more concerned about beauty, cleanliness and family
Men: achievements and having fun
Even if both parties were in unusual settings, both would adopt stereotyped roles. Showing that because the media has put them into this category it continues even when they aren’t in their ‘mediated habitat’
Gunter (1995)
Theorist focussing on how gender (mainly women) are being represented in magazines
Explored the idea what women weren’t showed to be in paid work as ‘working women’ before the 70s
If they were shown in magazine as doing paid work - it would usually be in the domestic sphere
Even tho there was an increase in the early 60s & 70s they would still show women in the domestic sphere
Natasha Walters (1998)
Natasha Walters quotes that women nowadays aren’t actually that disappointed with the way they look (more or less) BUT men are insecure about the way they look too
Infect men actually feel really insecure.
‘4% of men think that they aren’t attractive’ - we should not be too quick to think that it’s just women
However there has been research to counteract: surveys to show that actually women are 10x more unhappy about the way they look than men
McDonald (1995)
‘Advertisements often lagged behind women’s magazine in the cultivation of new models of address, even when the evidence suggested that commercial advantages can be gained from modernising their approach’
Rosmand Gill - also said that companies may use ‘nostalgia’ as a way to produce sexist or stereotypical adverts. If it’s part of their brand and has been for a while - it’s iconic
Greer (????)
‘Every women knows she is a failure if she is not beautiful ‘
Draws conclusions even in the news where women news readers are always ‘beautiful and young’
Nowadays beauty is about having a tight bum and thighs
Cortese (1999)
Wrote a book called ‘provocateur’
Argues that women are more or less shown to be the perfect provocateur as the media make them look provocative through makeup, clothing, and editing
‘Displays youth, good looks, sexual seductiveness and perfection’
This works with Laura Mulveys male gaze
