Advertising to Women in America

8/20/2019 Advertising to Women in America

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Fariha Chowdhury , Ahriel Wright and Myles J Glynn


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Edward Bernays – Father of Public Relations

o - Freudian Influences Use of Psychoanalytical tactics to invent wants

o - Influence on Madison Avenue

o - Manipulation of o!en – with a warped sense of ri"hteousness

“Psychoanalytic theory is thus a appropriate here as a political weapo

demonstrating the way the unconscious of patriarchal society has stru

form”

Laura Mulvey, Visual Pleasure and

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4/19

#orches of Freedo! Ad $a!pai"n - %ow !ar&eters used

o!en's ri"ht to vote and tied it to ri"ht to s!o&e

Bernays encoura"ed wo!en to s!o&e in public despite social taboos(

Manipulated reality by hirin" wo!en to !arch while s!o&in" their )torches

of freedo!* in the Easter +unday Parade of ,. which was a si"nificant

!o!ent for fi"htin" social barriers for wo!en s!o&ers(

Roland Marchand, Advertising the American Dream (Berkley: University of Californi


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#echni/ues that involve editorial copy -blended in with the !a"a0ine print

1assu!ed )the role of friend and confidante* throu"h testi!onials of )ordinary people*2 fictional

)friends*

celebrities that advise and coached the consu!er on what products and brands to buy and how to

use the!('

3 “Advertising’s mirror not only distorted but selected, !

Roland Marchand, Advertising the American Dream (Berkley: University of Californi

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6/19

Its !essa"e was pretty clear4 the post-5iberation

wo!an was stron" and e!powered2 and e/ual to her

!ale2 Marlboro-s!o&in" counterpart(

#o prove it2 she had her own e/ually addictive

ci"arettes2 created 6ust for her(

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7*In the ,89's Marlboro undertoo& a ca!pai"n to associate it's ci"arette with !asculinity s!o&in" its product with bein" a 1real !an'*

Reading Images Critically – !ulas "ellner


7/19

Boorstin invents the ter! pseudo-event in this boo& which is a false event that is intentionally

!a&es a shift fro! the )truth* to what is )believable(*

“There was a time when the reader of an unexciting newspaper would remark. 'How dull is th

owadays he says, 'hat a dull newspaper!'”

People en6oy bein" deceived( In a twisted way2 it provides entertain!ent( E:4 #he viral video )First ;iss* fro! .9,<

“e read ad"ertisements to disco"er and enlarge our desires. e are always ready#e"en efrom the announcement of a new product, what we ha"e all along wanted without really know

=ue to the technolo"ical advance!ents2 it is easier to create i!a"es that we can e:perience

to be !ore real than the ori"inal( #his blurred2 pseudo reality is !ore attractive and appealin"

which incites in us a desire we didn>t even &now we had until confronted with the i!a"e(

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8/19

"##$s saw the rise o% &ir!nic se&ism' in advertisingse*ism’ has been described as “an ironic and re+e*ive %ormwhich acnowledged the consumer’s savviness with a now

nod

)ronic se*ism isn-t the o

o% se*ism, it-s an o.en o% se*ism, with the boncon%ession o% being /ui0r, indeed, 1hice(- 2ho4lurred 5ines

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9/19

I should know better and Idon't care)

Also &nown as liberal sexism and ironic

defined by Alissa uart in ew $ork !a"

objectification of women but in a man

mockery, quotation marks, and parado

rooted in the idea that se:is! is an outda

archaic institution which people do not enany!ore2 thereby !a&in" the de!onstra

see! satirical and ironic(

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Wallace, Kelsey (November 1, !1"# $$%ipster &exism$' ust as )ad as *e+ular ld &exism, or Worse-$

.uart, /lissa (ctober 0!, !1"# $he /+e of %ipster &exism$# New York Magazine##


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!$$# ' 6755A ' 8Get moving3 1ools lie Gyminee hel. you trac worouts 9

reach your :tness goals( ;ou can even ma. out new running routes via sitelie Ma. my run( )m.rove your mood by listening to music, viewing .ictureor even watching a movie(8

*ur+pace Resisting t-e C!rp!rate C!ntr!l !.Culture

4y Christine


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“When the restless, isolated, bored, and insecure h

+ed the %eminine mysti/ue %or the wor.lace, adv%aced the loss o% their .rimary consumer(

he )eauty 2yth' %ow 3ma+es of )eauty /re 4sed /+ainst Women , !! 5 p66

3 Business ban& on o!en

3 o!en control the !a6ority of consu!er purchases

3 Male do!inated perspective on what wo!en want(


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)Men loo& directly at the pri!ary !essa"e of a "iven advert

Ce("( )buy this beer*D while wo!en not only evaluate the pri!

!essa"e but also pic& up !ultiple clues fro! the !essa"e a

to"ether thread to intuit and infer the inner !eanin" of the !

Ce("( )buy this beer and you will be popular and trendy*D(

&hehaan )artel in 78ontroversies in 8ontemporary /dvertisin+9 !!0

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14/19

#he wo!en in advertise!ents and co!!ercialstend to be youn"2 thin and white(

$o!!ercials of sha!poo2 deter"ents and house

cleanin" appliances predo!inantly feature wo!en(

ne overused i!a"e shows the )!other* of the

fa!ily carryin" food to the table(

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“%t is efficient for ad"ertising to used gendered stereotypes &ecause

&ecomes immediately set.” - +hehaan Bartel in )$ontroversies in $onte!


15/19

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16/19

.in ribbon cause mareting and the

broader culture o% “.in which

e*.ands 4CAction’s long'standing

commitment to addressing

e*.loitation, cor.orate .ro:teering

and hy.ocrisy in breast cancer

%undraising( =

+ee m!re at

-ttp//0cacti!n)!rg/$1#2/#1/1#/0reastcancer


17/19

wned by Unilever co!pany =edicated to spread !essa"es of positive self-

estee! and body confidence for wo!en of all

a"es2 shapes and colors( o"e (eal )eauty *ketches by %u"o Jei"a

$a!pai"n Reaction4

$ritici0ed for Unilever pro!otin" +air -o"ely 2 a s&in

li"htenin" product and ownin" xe hy"iene products

which !ar&ets to !en usin" overtly se:uali0ed

wo!en(

#he ar"u!ent of >beauty defines wo!en> re!ains2

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18/19

Mar&etin" does not have a responsibility for i!provin" societal attitudes or down "ender stereotypes(

Mar&etin" is responsible to – and paid for – the brand that is atte!ptin" to specific tar"et !ar&et with a particular !essa"e(

#here are ethical "uidelines and rules that apply in how this is achieved2 bualso certain realities that dictate how !ar&etin" ca!pai"ns represent certa

http4ase(tufts(edu"dae$+Anticonsu!ption(pdf

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19/19

3 What does it mean to be an &)n%ormed Consu

3

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Advertising to Women in America