The Role of Women in Advertising: From the ‘Successful Woman’ to the ‘Slim and Compact’ Deodorants
Advertisements are everywhere we go. They are on television, in magazines, on buses and even in our pockets (through advertising apps on our phones). We see them so often that we no longer really think about them. But have you ever stopped to analyse an advert? What messages is it trying to send? What emotions is it trying to evoke? In this essay, we will be doing just that. We will be looking at three very different adverts and analysing what they are saying about the products they are selling, and also about society as a whole. The adverts we will be looking at are for Calvin Klein lingerie, Dolce & Gabbana women’s perfumes, and dieting/weight-loss products.
The Calvin Klein Lingerie Ad:
This advert features a close-up of a young woman’s face with her hair pulled back away from her forehead. She is wearing red lipstick and heavy mascara. Her eyes are closed and she has a small smile on her face, as if she is enjoying something. The background is black.
The first thing that strikes you about this advert is the close-up of the woman’s face. It is almost as if you are seeing her through someone else’s eyes – someone who is very close to her. This gives the impression that the person looking at her is enjoying what they see. The fact that her eyes are closed also suggests that she is lost in pleasure. The black background creates a sense of mystery and makes the woman’s face stand out even more.
The second thing you notice is the tagline ‘You can never be too rich or too thin’. This is a quote from Wallis Simpson, an American socialite who was married to the Duke of Windsor. It suggests that being thin and wealthy are the most important things in life. This ties in with the image of the woman in the advert – she looks wealthy and she is very thin.
The third thing you might notice is that the woman in the advert looks quite young – she could be in her early twenties or even younger. This ties in with another message of the advert, which is that only young women can be truly beautiful. This is something we will talk more about later.
So, what does this advert tell us about Calvin Klein lingerie? Well, first of all, it tells us that only thin, young women can wear their lingerie and look good in it. It also tells us that their lingerie will make you feel good – so good that you might even lose yourself in pleasurable thoughts! And finally, it tells us that Calvin Klein lingerie is only for wealthy women.
What does this advert tell us about society? Well, it perpetuates the stereotype that only thin, young women can be beautiful. It also promotes the idea that being wealthy is more important than anything else in life. And finally, it suggests that women should buy lingerie not just for their husbands or boyfriends but for themselves too – because it will make them feel good!
The Dolce & Gabbana Women’s Perfumes Clip:
This advert features a short clip of a group of women dancing together in a nightclub. They are all wearing skimpy dresses or skirts and high heels and they are dancing provocatively. The music is loud and fast-paced and the whole atmosphere is very sexy.
The first thing you notice about this advert is the group of women dancing together. They are all thin and they are all wearing revealing clothing. This suggests that they are confident in their bodies and they are comfortable showing them off. It also suggests that they are sexually available.
The second thing you might notice is that the women in the advert are all different ages. This challenges the stereotype that only young women can be beautiful. It also shows that Dolce & Gabbana’s perfumes are for all women, not just young women.
The third thing you might notice is the tagline ‘The one who is different wins’. This suggests that it is better to be different than to conform to societal norms. This ties in with the fact that the women in the advert are all different ages – they are not conforming to the stereotype that only young women can be beautiful.
So, what does this advert tell us about Dolce & Gabbana’s women’s perfumes? Well, first of all, it tells us that their perfumes are for all women, not just young women. It also suggests that their perfumes will make you feel sexy and confident. And finally, it tells us that it is better to be different than to conform to societal norms.
What does this advert tell us about society? Well, it challenges the stereotype that only thin, young women can be beautiful. It also promotes the idea that it is better to be different than to conform to societal norms. And finally, it suggests that women should feel confident and sexy in their own skin.
The Dieting Weight-Loss Advertisements:
There are many dieting and weight-loss adverts out there, but we will just be looking at two of them here. The first one features a woman looking in the mirror with a look of disgust on her face. She is overweight and she does not like what she sees. The second advert features a thin woman looking in the mirror with a look of satisfaction on her face. She is happy with her slim figure.
Both of these adverts use similar images – a woman looking in the mirror – but they evoke very different emotions. The first advert makes you feel sympathy for the woman – she looks unhappy and she seems to be on a journey to lose weight so that she can be happy with herself again. The second advert makes you feel envy for the woman – she looks happy and content with her slim figure and you cannot help but compare yourself to her and feel bad about yourself.
So, what do these adverts tell us about dieting and weight loss? Well, first of all, they tell us that being thin is better than being overweight. They also suggest that you need to diet and lose weight in order to be happy with yourself. And finally, they show us that dieting and weight loss is a never-ending journey – you always have to be on guard against putting weight back on again.
What do these adverts tell us about society? Well, they perpetuates the stereotype that being thin is better than being overweight. They also suggest that you need to diet and lose weight in order to be accepted by society. And finally, they show us that dieting and weight loss is an issue mainly for women – the adverts feature only women and there is no mention of men dieting or losing weight.
Perfection and Stereotypes in Advertisements:
One of the things that all of these adverts have in common is that they present an idealized version of the products they are selling. The Calvin Klein advert shows us a thin, young woman who is clearly enjoying wearing their lingerie. The Dolce & Gabbana advert shows us a group of confident, sexy women who are having a great time together. And the dieting/weight loss adverts show us thin women who are happy with their bodies.
All of these adverts are presenting an idealized version of the products they are selling. This is because companies want us to believe that their products will make us perfect – they will make us thin, beautiful, confident, etc. But the truth is, of course, that no product can do this. We are perfect just the way we are.
The problem with these idealized versions of the products is that they perpetuate stereotypes. The Calvin Klein advert perpetuates the stereotype that only thin, young women can be beautiful. The Dolce & Gabbana advert perpetuates the stereotype that all women need to be thin and sexy. And the dieting/weight loss adverts perpetuates the stereotype that being thin is better than being overweight.
These stereotypes are harmful because they make people believe that they need to look a certain way in order to be accepted by society. They make people feel bad about themselves if they do not look like the people in the adverts. And this can lead to eating disorders, body dysmorphia, and a whole host of other mental health issues.
So, next time you see an advert, take a step back and think about what it is really saying. Is it presenting an idealized version of the product? Is it perpetuating any harmful stereotypes? And most importantly, remember that you are perfect just the way you are!
Companies DO NOT Produce Adverts for Your Entertainment:
Many people believe that companies produce adverts for our entertainment. They think that companies spend millions of dollars on advertising just to make us laugh or to give us something to talk about with our friends. But this is not true. Companies do not spend all this money just to make us laugh. They spend it because they want us to buy their products.
Advertising is designed to influence our buying decisions. It does this in a number of ways. First of all, it tells us what the product is and what it does. It also tells us who the product is for – in other words, it tells us who the target market is. And finally, it tries to convince us that we need or want the product.
So, next time you see an advert, remember that it is not there for your entertainment. It is there to try and influence your buying decisions. And be warned – it is very good at doing this!
The Human Vanity: Emotions in Advertisements:
One of the most effective ways that adverts can influence our buying decisions is by playing on our emotions. They do this by making us feel good about ourselves or making us feel bad about ourselves. For example, the Calvin Klein advert makes us feel good about ourselves because it shows us a thin, beautiful woman who is clearly enjoying wearing their lingerie. On the other hand, the dieting/weight loss adverts make us feel bad about ourselves because they show us overweight women who are unhappy with their bodies.
These emotions – feeling good about ourselves or feeling bad about ourselves – are known as ‘vanity’. And vanity is a very powerful emotion. It can influence our buying decisions even when we know that we should not buy the product.
So, next time you see an advert, think about what emotions it is trying to evoke in you. Is it trying to make you feel good about yourself? Or is it trying to make you feel bad about yourself? Remember, whichever emotion it is trying to evoke, vanity is a very powerful emotion and it can influence your buying decisions!
Sly Experts in the Service of Advertising:
Another way that adverts can influence our buying decisions is by using experts to endorse their products. For example, many adverts for dieting and weight-loss products feature doctors or nutritionists who say that the product is effective and safe. This gives the impression that the product is trustworthy and that we should buy it.
But there is a problem with this – often, these experts have been paid by the company to endorse their product. This means that they are not really giving an impartial opinion. They are simply acting as a mouthpiece for the company.
So, next time you see an advert featuring an expert, be sceptical. Ask yourself whether they really believe in the product or whether they are just being paid to say nice things about it. Remember, if they are being paid, they are not really giving you an impartial opinion!
Women in Advertising: From the ‘Successful Woman’ to the ‘Slim and Compact’ Deodorants:
Throughout history, women have been used in advertising to sell all sorts of products, from cars to cigarettes, from houses to hair products. But