Women in Ads by O Segrel do Penedo

New Volvo

By:Adrián Montaño,Sara Barro,Gabriela Rey and Alicia Rivera

TABLE OF CONTENTS INTRODUCTION

ADS ANALYSIS

VAN HEUSEN

FIT LIGHT YOGURT

SUZUKI

CLOROX

ADVERTISING CAMPAIGN

CONCLUSION

BIBLIOGRAPHY

INTRODUCTION This project is about women in ads, specifically women’s role in advertisements. We are doing this project in the English lessons (4ºESO), during the second term. We do it to be less easily influenced by advertising agents and to learn how to read between lines different messages in ads. Also, to see how w omen are sexualized and how they bring it inside society, for instance a little boy doesn’t usually play with dolls because he doesn’t see this in ads. This project consists of two different parts: one individual and the other is in groups. First, we analyzed different ads with male chauvinism messages. Then did a group work and we created an advertising campaign. Finally, we presented our project in front of the class.

ADS ANALYSIS VAN HEUSEN In this ad I can see a man ( he is wearing a green tie and a shirt, he has an expression of satisfaction) in a bed and next to him, on the floor, it is her wife ( she is kneeling and she is wearing a robe ) with his breakfast and she is giving it to him. Around the bed there are different ties and over the bed the sentence “show her it’s a man’s world”. At the bottom,on the left, there’s the logo of the company ( Van Heusen). It is in big red letters, under the letters there is a sentence that says “man’s world”. At the very end of the ad there is a description of the product. They want to sell us different ties that make you “more man” and give you more “power” over the women.

The qualities of the product are presented at the bottom of the ad in a description of the product. In the description they presented the product but they included in that description the sentence “For men only…” and they say too that the ties show her it is a man’s world and it makes her happy. At the end of the description they put the price . It awakes in me the instinct of domination. The ad wants to transmit that the man is more important that the woman, because they put the man in bed doing nothing but at the same time the woman is working just to satisfy her husband because he is more important and she doesn´t matter to anyone . I think this ad appeared in a newspaper of the 50’s , I think this because of the colour of the ad and the hairstyle of the woman. Other reason to explain why I think it appeared in a newspaper is because in this time the television was only in black and white and this ad has a lot of colour to make it pretty, so in the television this colors couldn't stand out. The advertiser of this product is Van Heusen (it is the company that sold different types of ties). I can see the advertiser of the ad in big red letters, and the logo of this brand is on the top of the letters (at the right). The target of this advertising are all men of the 50’s , and I suppose this ad is for them because they used phrases like “show her it’s a man’s world” and the main character of this advertisement is the man that is in bed. I think that I can attribute to this ad different types of values. First, I think this ad is easy to understand because when you see it you can easily recognise all the ties that are around the ad, and suddenly you think about Van Heusen because they put their brand in the middle of the ad.I think it is visibility too because when you see the ad you grasp the concept of the ad, for me the concept is that the man is more important that the woman. About morals, I think that this ad represents gender stereotypes, because in the ad the woman is always doing what her husband wants and she is always pretty and nice, and on the other hand the man is always doing nothing at all and he obligates her wife to do things like housework.

I have been searching and I could find a lot of ads similar to mine, like, for example, this: I think this ad is very similar to the other because the husband has the control in the relationship and if his wife does things that he doesn't like he has the right to hit her when he wants .

Other example is this ad. This ad is saying that what a woman has to do is the housework and if she does it she will look prettier and her husband will love her more . I think that the ad is making the woman look dumber because the ad is saying that the woman can’t do other thing she doesn't think and she will ruin it. Finally, I can see in my principal ad different advertising techniques like for example the repetition, because around the bed you can see different types of ties. And I think it uses glittering generality (in the 50’s), because when a man saw the ad, he felt better because he had the control and he was better. The responsible for this ad is the brand called Van Heusen. The ad is saying that their ties make you “more man” (if you are a man) and make you better that the woman. It wants me to buy their different types of ties . About gender stereotypes, I think we usually learn gender stereotypes at home or at school because I think it is when we are with people that we think they are a symbol of authority and we usually make what they do or they say. The people that teach us gender stereotypes are people with authority, people that are important for us. In ads, women usually play the role of a good wife, of a very sexy woman and things like those ( in the case of women ), but in the case of men,they are usually the more intelligent and they only want a pretty woman, and usually women do (the thing that) men want because they are usually “silly” and they don’t think.

But this type of ads are actually changing because the mind of the people have changed and they realize that the woman isn’t just a “pretty face” and it is a person that thinks. Usually, the advertiser objectifies women’s body, I think that they do this to sell more their product and attract to more people But they do usually this with women’s body, sometimes with men’s body but it isn’t normal, but I saw a case in the ad of Dolce and Gabana. I think that the public doesn’t find ads like these to be controversial, because the public usually sees those types and the public finds it normal. I think that women are usually seen as sexual objects because in the past they were not respected by men. I think that some people think it is all right because they say it is just an ad and it doesn’t matter, I think that we should change it and to change it we can show all problems that women have and I guess, after that, they will change their mind. Perfume ads usually use sexualised images and the common themes are women without any clothes. FIT LIGHT YOGURT

I can see a woman that looks like Marilyn Monroe, with the same dress and her typical pose. The slogan is: “ Forget about it. Men's preference will be never change.

Fit light yogurt.” They want to sell us yogurt. The ad says that if you eat the light yogurt, you will be a thin woman.They compared the light yogurt with Marilyn Monroe who was a sex symbol. They say that men prefer thin women. I think that it awakes sexual instincts, because men always want the pretty and thin girls and they don't want a woman with “imperfections”, that would be the normal. In my opinion, this ad appeared in a female magazine, because this ad was for the women. And it appeared in a big poster in the street or in the newspaper, I think. The advertiser of the ad, is the company of Fit Light Yogurt. This ad is written to women, because the ad says that men don’t want a girl who doesn’t fulfill his wishes of beauty. The values of this ad are a psychological shock, because the message is that women who don’t fulfill the wishes of the society about the beauty, aren’t accepted by society, concretely by men. This ad is easy to remember because the slogan is short and in the image appears a woman who looks like Marilyn Monroe. The moral values of the ad are a kind of stereotypes about women's body. Because society always predicate that women have to be pretty, thin, with a perfect body… There are ad on TV that say that women have to be perfect. For example body cream ads, that predicate that women have to have a perfect skin to be pretty. The advertising technique used is testimonial, because the ad has a famous figure to promote the product. In this ad, the famous figure is Marilyn Monroe. It pretends to persuade you to buy the product. I think that it is a woman who looks like Marilyn Monroe, because she is wearing the same dress and the same hairstyle.Marilyn's figure appears, because she was and still is a sex symbol. She is an icon of beauty. I think that the woman in the ad looks like Marilyn, but her body is different, because she is fat, so men don't like her, for that reason the woman has to eat Fit Light Yogurt. In my opinion the message of the ad is that if you aren't thin, you won't be pretty. It doesn't matter if you look like her. If you haven't the same body as her, you won't be pretty. We learn gender roles at home or in school,because we do the same as our parents and society has micromachismos. So society teaches us that men are stronger, more intelligent , etc., than women and women are who have to clean, stay with babies… This is unfair and we have to change our minds and society. Our parents,

school, entertainment, teach us about stereotypes because is the same that they learned when they were kids. This is a problem of society, because we don’t progress to change this and we do the same as in the past. In popular ads there are women who cook, clean… women who are worried about her body, physical appearance, etc. In the world of advertisement, women always appear in ads of beauty, clean products, baby products… and men appear in ads of cars, business ads… The ads in our days are less male chauvinist, because society are changing (slowly, but changing). But there are some ads like in the past, for example women always appear in ads of products to clean. I think that the advertisers think that the ads with pretty girls are better, because they think that the public will identify with the girl of the ad and they will buy the product. We find ads with males bodys without clothes, for example, in ads of male perfumes. These ads are controversial because we supplicate less male chauvinism and these ads don’t contribute to get this. I think that women appear this way in ads, because in society women always were less than men. In politic always gobern men, and not women. Women always were oppressed and treated like an object. People see sexualisation as all right, because they think it isn’t a problem. This problem affects in an indirect way, so they think that it isn’t important. When this affects in a direct way, people will reveal. Sexualisation appears in ads of perfume, beauty products… There are a lot of ads with females sexualize, so people see this as a normal theme. SUZUKI

I can see a motorbike in a kitchen, everything is very old. I can see some kitchen utensils. They want to sell a motorbike like a woman, and they say that she is beautiful and she cooks to sell more. The qualities of the product are represented in a good way because they suppose that the motorbike is for a man and they compare it with a woman. I think that this is bad because you can’t compare a motorbike with a woman only to sell more. I saw this ad in a magazine but I don't remember its name the name of the magazine. I think the advertiser is Suzuki. I think the photo is a metaphor of a woman as a motorbike and they say “She is Beautiful. And she cooks” as a real woman, because you can never compare a woman with a motorbike. I also think the photo is abstract because it a real kitchen. I think this photo is not comparable with any other, because the rest of the ads do not have any Motorbike (for example). The responsible of this ad is Suzuki, this ad means that the motorbike looks like a woman for men to buy it, the ad wants to help them answer critical questions. The advertising is a diffusion of information for people to think differently or buy a product. They teach us many stereotypes and ideal bodies. Many people teach stereotypes, in particular, ads with women and men with a perfect figure. In popular advertising not only they should idealize the product so much, but they should interact more with the public. Attributed to women: -The woman's body is used to sell. -The woman is a housewife -Devalued employment. -Eroticize women.

The difference of sex is that the male looks superior to the female. No, there aren't many differences in the present because sexist advertisements were made also in the past. The advertisers resort to objectifying women's bodies because they want to sell more. The men’s bodies are objectified in ads for men's cream, shampoo, colonies… I think this is controversial, because they treat women as an advertising object. Socially, in the past, women, in advertisements, used to be submissive and obedient to a man and now although some sexist ads also appear there are more than before that are not. Politically, laws have been passed in different communities in which companies with sexist ads are obliged to receive a grant. Some men and women think that sexualization is fine because it can serve to sell more. To convince them you have to teach them that not only can a woman sell it, but also men can. The types of ads that use sexualization in their images are usually those of beauty products for women, colonies, some car brands and some more. There are common themes in sexualisation because men still think about women sexualization in advertising, to sell more. CLOROX

In this ad, I can see a woman, showing the muscle of her arm. I also see a lot of cleaning products and a big slogan that says: get the powder, the powder to clean anything. It wants to sell cleaning products. The qualities of the product are in a small line at the bottom, where it says that it removes stains and odors. It awakes indignation on me, because the product is designed for women instead of for both sexes. It insinuates that only women clean. It says that the power of the women lies in the cleanliness, leaving the products in the background. I think that this advert appears on a billboard, because it has a big image and a slogan, without long texts. I can see in the label of the cleaning products thatâ&#x20AC;&#x2039; its â&#x20AC;&#x2039;advertiser is Clorox. The target of this kind of advert are women, because the advertiser uses the image of a woman, insinuating that women are the only homemakers. I think that the advertising is easy to remember, because it has a big image and a big slogan, however I think that the people is going to remember only the image, and forget the product. I also think that it has stereotypes, because it says that only women clean the house, and men donâ&#x20AC;&#x2122;t do it.

I think that this advertisement is very similar to the other, because they both put women as the only housemakers.The difference is that in the second add the woman is trying to please the man. In my opinion we learn gender roles in our house and in the school, and parents, family, friends and the society in general (television, music, school…), are who teach us stereotypes. The roles that are suggested in the popular advertising put men with important jobs and women worry about their physical appearance, the house chores and they take care of children. In advertising men are seen as strong, aggressive and ambitious, and women as weak, delicate and sensitive. There are historical differences in the ads, because the society is changing, and now you can see an ad in which there is a man cleaning, or a businesswoman. I think that the advertisers resort to objectifying women’s bodies because, due to the male chauvinist society in which we live, it sells more. I think that we can find examples of male bodies objectified in some cologne ads. In my opinion the ads which objectify women’s bodies, aren’t controversial for most people, because they don’t pay attention to this. I think that women are depicted as sex objects in advertising, because there not enough laws to protect them. Some men and women view women sexualisation as all right, because of the stereotypes and roles gender that they learnt in society. In my opinion the way to convince people that women’s sexualization is negative for all of us, is to teach equality to children without stereotypes. Most times the advertisements that use women’s sexualization are the cologne and cosmetic products ads.

ADVERTISING CAMPAIGN https://youtu.be/exDzouP8-aE

CONCLUSION With this project, we learned how to work in group and to listen and respect different opinions. We had to be an advertiser agent and we learned the difficult work behind the ads. For us, the best part was to create the ad because we had to be creative when we created the prototype of our car. When we finished the project, we felt very proud of ourselves, because at first we didnâ&#x20AC;&#x2122;t believe in our skills to create an ad. Finally, we saw all the things we can do.

BIBLIOGRAPHY Bastías, Francisca (2016), 11 anuncios de los años ’50 que hoy estarían prohibidos, http://ayayay.tv/11-anuncios-de-los-anos-50-que-hoy-estarian-prohibidos/# D., Sara (2014), La vida ideal y el sexismo en la publicidad de los años 50, https://triangulomag.wordpress.com/2014/10/20/la-vida-ideal-y-el-sexismo-en-la-publ icidad-de-los-50/ Tiramillas(Marca), 100 anuncios inaceptables que en su momento fueron publicados.os https://www.marca.com/tiramillas/actualidad/album/2018/04/06/5ac65e13e5fdeaa27 38b4579_67.html Lago, Loly. “ Individual Work” https://www.edu.xunta.gal/centros/iesfene/aulavirtual2/pluginfile.php/13494/mod_res ource/content/1/Individual%20Work.pdf

Lago, Loly “ Woman in Ads I” https://www.edu.xunta.gal/centros/iesfene/aulavirtual2/pluginfile.php/13498/mod_res ource/content/1/Women%20in%20Ads%20I.pdf

Lago, Loly “ Woman in Ads II” https://www.edu.xunta.gal/centros/iesfene/aulavirtual2/pluginfile.php/13499/mod_res ource/content/1/Women%20in%20Ads%20II.pdf

Lago, Loly “ Group Work” https://www.edu.xunta.gal/centros/iesfene/aulavirtual2/pluginfile.php/13495/mod_res ource/content/1/Group%20Work.pdf

Lago, Loly “Women in Ads” https://www.edu.xunta.gal/centros/iesfene/aulavirtual2/pluginfile.php/13497/mod_res ource/content/2/Women%20in%20Ads.pdf

Lago, Loly “Advertising Techniques” https://www.edu.xunta.gal/centros/iesfene/aulavirtual2/pluginfile.php/13500/mod_res ource/content/1/Advertising%20Techniques.pdf