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Gender & advertising


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Gender & advertising

  1. 1.  Throughout generations amplified beauty ads in magazines have forced men and women to feel the need to renew their bodies and faces. Through research and content analysis I will discover the true and in depth reasons towards how we as a nation have allowed such negativity towards our defined self esteem and self worth. The evolution of the definition of beautiful is ever so changing because of the goals and intents of media and communicational exploits in magazines
  2. 2.  A study of voluntary cosmetic surgeries in 1996 showed that about 696, 904 Americans underwent some type of implantation or removal of body tissue (5). These popular surgeries are no longer just being seen in Hollywood because they are now being done by the ordinary “housewife.” We judge one another as if we are looking for faults. Media and publications on television and the internet have taught us that we should want to look like models or celebrities. Nancy Etcoff explains this dilemma she notes that their bodies are met to be exciting and pleasing to the public eye. The twentieth century has taken a new turn on commercial and production advertisements. During the nineteenth century a women’s natural body was accepted, but today the cosmetic advancements have proved that the technological enhanced body image is becoming more popular (Schuller, 1). According to a 1998 Kellogg’s survey of 500 women over the age of 18 represented that about 62% feel that they don’t live up to society’s view of the “ideal women” (Special K, 1). Historically men and women, (women specifically) are forced to be beautiful and presentable. But society’s definition of presentable may be very different that that person’s outlook of how they should look. These people all have expectations to live up to. Those expectations are negative, and display why beauty shouldn’t be mixed with perspectives. Special K Opinion Corporation states, “A leading factor for women in determining ideal body size and shape is how supermodels are portrayed in television advertising (69 percent) or fashion magazines” (Special K, 1). Research also shows that men who work out excessively and follow strict eating patterns do not participate in that specified lifestyle by choice. They are instead influenced highly by “macho” ads in magazines displaying the ideal male body. This in turn increases body dissatisfaction by men (Meehan, 5). Research has showed that the young airbrushed perfect body of females in magazines seem to be directly correlated with depression, eating disorders, and extremely low self esteem (Media Issues, 1). This “unattainable body” not only decreases attainability for readers but also ensures profits for diet ad industries because they know pressures of purchased weight loss items will increase immediately after reading the magazine (Media Issues, 2). One out of every four college female students use unhealthy means of weight loss by abusing laxatives, self induced vomiting, or anorexia (Media Issues, 1). Body image advertisements enable social pressures to be seen in the attitudes of men and women when deciding to conform to social standards of the ultimate body (Meehan, 2).
  3. 3. Although my research discovers ads towards thenegative impact of the social standards of externalbeauty, they fail to cover the exact tactics towardswhy such magazine sectors choose to high light thesetopics. As a society we eat the media right up andalmost all chose to believe the ads and exploits ofwhat’s on the magazine stand. If we stoppedbelieving in what is being shown to us in magazines oron the television screen would the goals of definedinternal or external beauty shift differently?
  4. 4. I assume to find that the influence ofbeauty ads highly affect youth and adultsalike in today’s beautified goals of fitness,facial advancements, and the ultimatebody. Also that even though we enablesuch productivity in the media world ofbeauty and aesthetics, we have the abilityto redefine it.
  5. 5.  I hope to find out how the evolution of beauty actually affects readers world wide. I specifically focused on Cosmopolitan, Shape, and Men’s Health Magazines. My hypothesis is that the content and advertisements in these magazines (as well as others) increase bodily augmentations and extreme weight loss or fitness goals.
  6. 6.  I believe this research is worth it because it will explain the internal emotional battles many of us fight each day as well as the external pressures of why exactly we feel the need to look or act a certain way. These pressures go hand and hand with personality adjustments based on expectations from society and even confused identities of current generations.
  7. 7.  Beauty is personal. Beauty is feeling good enough. Beauty is looking in the mirror and loving your body for what is it not what you hope it could be. Beauty is loving yourself, all of it. Beauty is hopeful. Beauty is you. And beauty is ME.
  8. 8.  I determined my samples of analysis by basing them off of what’s popular in today’s media light and the magazines people enjoy reading. I have a subscription to Cosmo, my brother reads Men’s Health monthly, and my sister subscribes to Shape. UNIT OF ANALYSIS= Looking through magazines for a period of three weeks. Throughout this period of time I chose 10 ads that spoke the most to my studies.
  9. 9. Raw Data Coding Label CategoryJ’adore perfume Actress showing desirable mood of how that scent makes Sex appeal / perfect bodyadvertisement with her feel which in turn increases profits of readers wantingactress Charlize Theron the same feelingShape Magazine with Bikini perfect body shown by Kardashian forces this issue to Stardom and fashion mogul Kim K used to increase sales/famous curvy Kim be a great sell with slogans such as “flat abs” and “slimmer celebrity influenceKardashian sporting by next week”. This label of coding allows beauty to bethe cover received just by taking a glimpse at the cover page.46 celebrity bodies These exploits of famous stars that show off their bodies at Famous influence/ beatified world of the ultimate beachthat consist of the best the beach and judged and criticized causing the public bodyand worst beach eye to compare their bodies to the spectrum of hotnessbodiesMen’s Calvin Klein ad This underwear model displays his perfect body in the 6 pack abs dream body/ sex appealdisplays ideas of the magazine which in turn increases possibilities of sales of thedreamt attractive underwear as well as other body perked items of weightbody for males loss and increased body muscle in the same issueShirtless model The magazine hopes to convince the reader to want to Fashion/ beautywearing voluptuous buy the jeans in hopes of rocking them just like she does.jeans But if there are self-doubts of looking like she does, readers will resort to weight loss tactics in order to get there.Picture of the scale This common ad in my readings displayed pressures of Weight loss/ being satisfied with number = having selfwith nervous feet of caring what the number of the scale reads. Although confidencewhat the weight is beauty shouldn’t be defined by weight, hair, or face, itbeing read to be seems to be the defined and determined factor in judging one’s self worth.Man’s picture of Although women seem to be the only one’s focused on Self-worth/ plastic surgerybefore and after making themselves prettier by going under the knife, myplastic surgery studies beg to differ. This picture is showing the man’s positive results, which enhances the reader’s desire for such procedures.Ad about “zapping the Here in this ad the matters of being beautiful can be done Body Images/ weight loss/ confidence boosterfat’ and losing weight without surgery. In this article they showed the reader wayswithout expensive to be skinny without cosmetic needs. These ads showcasesurgery the length magazines will go to high light the importance of being beautiful externally.Ad about stuffing one’s This self-explanatory ad shows the frustration of “bad foods” Health tips/ ANTI junk food/tips to receiving the body youface with treats and that get in the way of a diet. But instead of enforcing the wantfeeling guilty for it OK of treats once and awhile, they display such acts as negative.Plastic Surgery junkie This shows the pressures of how exactly some models reach Negative impact of the actuality of being perfect/ sexad the goal of looking the way they look. These procedures appeal are normally the answer to a flat stomach, uplifted face, or perfect legs.
  10. 10.  Throughout my three week study I came to the realization that male and female based pressures in the media through internal and external beauty are even. The tone of my coding was ultimately sex appeal, weight loss, celebrity influences, and plastic surgery. 25% retail/ fashion, 20% plastic surgery, 40% weight loss/ fitness/ and 15% perfumes or cosmetics The most highly seen ad in my opinion and based off of my findings was weight loss. These ads were seen almost on every page of all three magazines. These were usually in the form of fitness goals, dream bodies, diet habits, and celebrity models showcasing the body female or males wish for.
  11. 11. We define our beauty by ads in magazines or on thetelevision because we allow them to effect us in thatway. But because of this constant singular definitionof beauty we chose no other way but to let it controlwho we are because it’s what we absorb through thepopular media. Advertisement affect both gendersby controlling personal perceptions of body imagewhich simultaneously affect internal emotions throughself-esteem. These ads influence the generalpopulation of men and woman alike which allowgoals of beauty and perfection to overshadowconfidence and objectives of finding oneself in thisself pertained fixated society.
  12. 12.  Etcoff, Nancy (1999). Survival of the Prettiest: The Science of Beauty. New York: First Anchor Books. Ed. A Division of Random House Inc. Meehan, Michelle. A Campaign for Male Beauty. The Influence of Advertisement on the Male Body. 2009. Illinois Wesleyan University. 3 April 2012. < =psych_honproj>. Media Awareness Network. Beauty and Body Image in the Media. Media Issues. 20 Mar 2012. Media Awareness Network. < girls/women_beauty.cfm>. Press Clippings and Media Coverage. (2010, November 1). New Kelloggs(R) Special K(R) Cereal Campaign Speaks Honestly About Body Image; Tells Women That Confidence, Not Dress. Kellogg US. 6 (10). Retrieved from Schuller, Kyla. (2001). Facial Uplift: Plastic Surgery, Cosmetics and the Retailing of Whiteness Work of Maria Christina Mena. Journal of Modern Literature, 32(4),1202171694,2/stock-photo-woman-s-feet-on-a-scale-9157270.jpg