GROUP PROJECT
Alba E, Joel, Rita and Paula S. 4ยบ
Table of contents 1.INTRODUCTION
3
2. INDIVIDUAL WORKS
3
a.Peta
3
b.Mr. Clean
6
c.Total
9
d.Clorox
12
3.PUBLICITY CAMPAIGN
14
4.CONCLUSION
14
5.BIBLIOGRAPHY
15
1.INTRODUCTION This is the second term project and it is about how women are represented in ads. Because, according to their representation in advertising, women’s image will never change if we don’t do anything about it. We think that this is very important because women deserve more respect from the media and society. We also believe that this is necessary to make people see all the male chauvinism that is hidden in our publicity, and that is taking place little by little in our minds. We want to change it, and to do this, we are designing a publicity campaign to improve this. This campaign will consist on creating an ad of a product whose advertisements are commonly sexist and transform it, reclaiming equality between men and women.
2. INDIVIDUAL WORKS a.Peta
In this image we can see a Peta’s advertisement in which there is a naked woman who only wears white heels and is leaning against a door or a window. The slogan is reproducing a sentence said by a woman called Joanna Krupa and it says “I’d rather go naked than wear fur”. The logo represents the website’s name of this organization. They are not trying to sell us a product. They are trying to convince us to wear clothes which were not made of fur to protect animal rights. This advertisement uses the words and image of a famous model to convince. This method is called testimonial and it makes us think that we can trust a famous person. The advertisement awakes sexual instincts because of the naked girl. I think this add would appear in print media, like a fashion magazine or one about protecting animals or outdoor advertising, like a bus. I think this add wouldn’t appear on TV or radio because it is an image on TV, advertisements are usually videos and in radio they can’t be images) but it could appear in other kind of broadcast advertising like a website. The advertiser is Peta (People for the Ethical Treatment of Animals) the biggest organization for animal rights. I think the targets for this advertisement are some adult men because they are trying to attract with the naked girl and I think most women will feel offended because of the objectification of the woman so this add wouldn’t work with them. This advertisement causes a psychological shock and that made it more visible and, in consequence, made it easy to remember. The text is easy to remember and exciting because the creators of this add made an image that was the literal meaning of the sentence and that made the slogan more impressive. This
add awakes
instincts
and
it
animal
has
the
stereotype of women being sex toys for men.
This advertisement can be compared to the add number 6 of women in adds 1 because both of them have in common the women represented as a sex toy and the relation with clothes.
The responsible of this ad is the organization Peta because they are the creators of this advertisement. I think the ad says that to protect animal rights women should be naked because this is the sensation the picture of the naked girl transmits. This ad wants people to use clothes without fur. Advertisements usually have stereotypes and show us gender roles. I think we learn these gender roles when we are kids and we see them in our reference people like our dads and teachers because when we are at that age we copy adults’ behaviour. I think that the people who teach us stereotypes are the people who say us what we have to do because of being as we are. This people could be our partners in school or some adults. In popular advertising women are presented like weak people who are always working at home cleaning, cooking or looking after kids. Women are also showed as sexual toys. Men are presented as strong and brute people that are looked after by their women and undervalue them. In history these differences were very important but now I think ads are changing and they are becoming more respectful and trying to eliminate gender roles. Male bodies are also objectified in some perfume ads but these are less common than women’s objectification. I think most people find controversial these ads because the objectification is very insulting and it creates stereotypes and a bad image about both genders. I think the objectification is used because the advertisers want to attract the opposite gender and create a model that makes other people want to be like the objectified person. I think that the image of women as a sex toy is a very old tradition because it was the common image of women in other ages and it is very joined to our culture. Because of this many men and women have accepted the sexualization in ads and it’s necessary to show them that this is a very bad position.
Maybe we could change that position creating ads that explain how sexualization contributes to maintain the image of the women as an object, and then, eliminate sexualization in next ads to erase that image forever. Sexualization is commonly used in fragrance ads and in car ads. In ​ads there are usually ​women that are controlled by men or naked girls that are compared to the cars the ad is trying to sell.
b.Mr. Clean
In my image I can see a mother cleaning the bathroom with her daughter, the logo of Mr. Clean, and a slogan that says the job that really matters for women is cleaning.
The ad is trying to sell us their product, but also the idea of what women have to do is cleaning. The qualities of the product are not really shown here. In me, it awakes maternal tenderness, because the mother is spending time with her daughter, and preservation, because it is a tradition being the mother and doing the housework. It might appear in magazines or newspaper, or even in internet.
The advertiser is a multinational industry, that sells cleaning products. This ad is for the one that does the housework, in most of the cases, the woman. This ad is easy to remember and to understand, because it's very simple, but it shows a big stereotype, women always clean the house, because the mother is with her daughter, not her son. This ad can be compared to the other ones about cleaning products, because in general all of them are doing the same thing, putting the woman as an object that cleans the house and takes care of the children. We learn gender roles in school, because in sports, boys are considered to be the best, and girls are supposed to be more intelligent. In most of the cases, parents teach stereotypes to their children, by treating them differently, because of their gender.
In advertising, the different roles are the strong, insensitive, brave, and handsome man, and the sensitive, emotive, pretty lady, who is always working on their homes, serving her husband. Children have their own stereotypes too. Boys are always playing with cars, football, or any kind of sport. And girls are always playing with dolls, dancing, or playing with toy kitchens. In history, advertising has always been putting walls between men and women. The difference is that nowadays, we are trying to do it better that in the 1950’s. I believe that advertisers objectify
women’s bodies this way, because of the
response that they obtain from the public. Most of the people that watch these ads, are males that enjoy watching naked women, and the other half, are women who
wants to be the lady in the ad. In perfumes and fashion ads, men are often shirtless, and even more. Of course, ads like this may cause controversia. Society loves controversia Women being treated as objects is something that comes from long ago. In the Middle Age being a woman was the worst thing you could be. From that time on , a lot of things have changed, but the dislike for women comes from that age. Some men and women think that women’s sexualisation is a good thing. That must be changed because the sexualisation of women affects all of us, and by that, I mean that men are seen as violent people that must hit the woman so that she can learn. They are the image of power, bravery and strength, and in most of the cases, life doesn't work like that. Ads often sexualize women by showing them naked, or in very provocative clothes and situations. These ads are cars ads, because they are generally for men.
c.Total
In this I can see the slogan of the, which is “ Keep up with the house while you keep down your weight”, I can also see what I think the logo is “total” and talking about images there are two of them in this ad, the main image is almost all the ad and we can see a woman cleaning the windows of her house, the second image that I can see is the package of the product. In this ad they try to sell us cereals and they say that a bowl of these cereals have all the vitamins and iron that an adult needs for a whole day, thing that is probably fake, I think that with the slogan they also say that this helps to get fit and if you eat them you don’t have to do anything and you can have time for taking care of the house. This ad makes me feel sad and a little mad because they are saying that a perfect woman has to be thin and they also say that women are the ones who have to take care of the house and I don’t like that way to think.
I think this ad could appear on television, billboards and maybe on internet because it's so visual, but it looks old so maybe it doesn't appear on Internet. I think that is possible that the company created a version of this ad for the radio. The advertiser maybe is a big company of alimentation or maybe a company that only sells cereals. I think that this ad is trying to sell the product to housewives that care about her weight and they want to be fit for their husbands but they don't have time to exercise. Nowadays I think that the only thing that draws our attention to this ad is the feminine stereotypes that it has and the presence of the gender role. Maybe when this ad was released the most important thing that people saw was the promise that they give, using the “card stacking” technique and the slogan. I think that this ad can be compared with almost all the ads in where we can see stereotypes about women or gender role because in all of those ads they say that women have to take care of the house and that a woman has to be thin, fit, good looking… These ads are some of the ads that are similar to mine but there is a lot more.
Women in ads. General objectives. 1. Who is responsible for the ad? The responsibles for the ad are the advertisers because they made the ad and also the company because they decided to release it. 2. What is the ad actually saying? The ad is saying that women have to be thin and take care of the house too. They say that with their product they can do both at the same time. 3. What does the ad want me to do? Buy the product that it’s being advertised. Stereotypes in ads. We learn the stereotypes that we have in school, where the kids only learn history of men, the important men in history, men in science, and the boys are supposed to be better in sports and maybe smarter. We also learn stereotypes at home because we can see the gender roles in our parents and also parents treat their children by their gender, they give toys, cars, water guns, consoles, football balls, etc, to the boys and they give the girls: dolls, toys kitchen, etc. In television we learn stereotypes too, in cartoons, in ads, etc. The people that teach us stereotypes are the teachers, our parents, the advertisers, the industry, the film producers, etc.
In the ads, women’s roles are: ● Taking care of the home. ● Cooking for their husbands. ● Trying to be thin and pretty. ● Being always happy, smiling. And, men’s roles are: ● Being strong and hot. ● Bringing money home.
I think that now ads are less sexist than 50 years ago. Nowadays there are men taking care of the home in ads, women working in ads and there are boys and girls playing with dolls, toy kitchens… in ads and girls playing sports. But nowadays there are sexist ads as well, because they are trying to sell the product to men using women's bodies to attract them and also because they want women to buy their products to look like their models. I think that in some ads they sexualize men too, for example in perfumes ads. But it can't be compared to the objectification of women. I think that some people find this kind of ads controversial and some people find it common or they even think about it, but it depends on the person. Women are usually shown as sex objects because the advertisers think that they are inferior and they are only in this world to be used as an object. All types of ads can use the sexualization of the women, maybe the ads that uses it more commonly are perfume and clothing ads.
d.Clorox
I see a woman who is a symbol of feminism with the slogan “We can do it” and it could be a type of testimonial because the picture is famous. The ad is trying to sell us products to clean the house saying “get the power to clean anything”. When I see it I feel undervalued because they are changing the power of women to do everything to be only used to clean. I mean, women can do everything they want to, but the message that they want to transmit is women only can clean.
I think it could appear in a magazine or in a publicity wall but I think it can't appear in radio because in this ad the visual part is more important than the text. The ad is created by Clorox and they try to convince us to buy these products to our wives because “they only can clean and cook”. The ad is easy to remember because the text is short an is very visual, but it uses women only to clean.
It is similar to this ad because it is the same product, both of them are ads of Clorox, and show us women obsessed with cleaning. Clorox is the responsible of the ad, because it is the brand of the cleaning product, it tells us that women are only to clean the house and it is inciting men to buy cleaning products and these products will be utilized by their wives. I think gender roles are learned sometimes in the school or in our houses, and stereotypes are taught us to try to limit our capabilities. Women are sexualized and exposed like silly people in popular advertising, but in this ad the woman is not sexualized, she is showed like a dishwasher, a weak woman and as if she loved cleaning the home and men are exposed like people who don't have emotions and only want sex and fight with other men and this ad shows
men that don't love their wives. This is actually changing in advertising but it is equally in some minds. I think that the advertisers objectify women because the men that are watching the ad think that if they buy these products they will not have to clean the house because it's a job reserved to women. I think this ad is controversial because men and women can have different points of view. I think male bodies are sometimes sexualized too but in less occasions and I think that there isn't a logic reason to sexualize female bodies but, if they create a “perfect body” every woman will want it and they will buy some beauty products, clothes and similars and it generates money. I think that there are people that when they are young, they receive every day some male chauvinist comment and after that they think these comments are good. We could change their opinion explaining that male chauvinist isn‘t correct. I think sexualisation is present some times in fragrances ads and in jewelry ads and I think there is a common theme: women like an object. I don't understand why a woman appears naked in those ads.
3.PUBLICITY CAMPAIGN https://youtu.be/3dhOI3qgI_g
4.CONCLUSION In this project we have learned how to promote a product and a lot of advertising techniques and selling points. We think that with this new information now we can analyse the advertisements we see everyday and know how they were made. Also, with the individual work we learned that there is a lot of male chauvinism and sexualization in the advertising world.
5.BIBLIOGRAPHY Lago, L.(2019). 4º ESO - English 2018/19. Available on https://tinyurl.com/y5ffcnbw Kellog, M.(1999).Wordreference. Available on https://tinyurl.com/y3vfur8v