Women in Ads by O Segrel do Penedo

Advertising campaign by: Aarรณn, Jorge, Diego and Martin.

Table of contents INTRODUCTION

Women in Ads

Women in ads I nº2

Women in Ads I nº1

Women in Ads I nº9

Advertisement campaign

CONCLUSION

Bibliography

Aarón:

Jorge:

Martín:

Diego:

Advertising campaign:

INTRODUCTION In this project, we are going to analyse the roles that women represent in some ads. We are going to compare the roles of women and men in these ads. we analyzed four ads from different eras, but all of this ads make women look inferior to men. In this work, we learned about the roles that women play in ads, also we see the ways that are used by advertisers to persuade us to buy or consume their products We did this project in order to transmit the big inequality of roles between women and men in ads. We did it because we don’t like that in this era male chauvinism continuous existing. To do this project we did our individual part analyzing an ad and answering a series of questions. In the individual part we chose an ad for each member of our group. When we finished the individual part, we wrote the project out. After we made the individual parts we wrote the introduction and the rest of the project( conclusion, advertisement campaign…) all that in group.

Women in Ads Women in ads I nº2 In

this ad i can see a surprised woman holding a ketchup canister. At the bottom i can read an slogan “You mean a woman can open it?. I think they want to sell us a ketchup pot The only quality that the ad has is that it says that women are the ones who should be in the kitchen. In my opinion the ad wants to transmit the domination of man over woman. In this ad I can see a surprised woman holding a ketchup canister. At the bottom I can read an slogan “ You mean a woman can open it? “. I think that they want to sell us a ketchup canister. In the ad I can't see any product quality. I think that this ad represents domination over the women, because it represents that the woman could be in the kitchen. This instinct can be seen 3

in the caption information. The objective of this advertisement is

to sell us

the ketchup can I think that this ad can sell the flavour of the product. The text is so vulgar because they tell us that a woman is unable to open a simply pot and, in the slogan I can see the typical stereotype of the woman that is not strong. This isn't the only ad of this style, for exemple:

In this ad we can see that the women only can be beautiful and the men are clever, making us realize that women can’t be clever. In the ad we can see the role of a woman that works cleaning the house and a weakling woman. To differ the roles of women and men in ads, for example, we can see the typical business man and the typical homemaker but in the history

it doesn't changes

a lot, for example, we

Can see a woman

advertising cosmetics, in this way women’s bodies are exploited to sell the product, we also see men’s bodies in ads, but we don’t give importance to those ads. In the ads sometimes women are sexualized,but this happened

because

women were subdued to domination during a long time. But some people, men and women, say that sexualization is clear but it isn’t. We try to change those ideals, sexualization is so bad because it causes that every day we see

in the news a new gender violence case, we can see sexualization in ads of fragrances, glasses, underwear, etc..

Women in Ads I nº1

In this advertisement, i can see a picture that represents a scene, and next to the man there is a sentence that tells the woman not to worry because she has burned the food and it’s a good think that she hasn’t burned the beer. And evidently it’s an advertisement about a brand of beer. They want to sell us a brand of beer. The qualities of the product are represented as if the beer is the most important thing in a house. Luckily she burned the food and not the beer, so this one wants me to buy this beer brand. The advertisement awakes in me embarrassment, it tells me that the woman is weak, unstable, that the woman depends on the man. Also for the clothes it tells us that the place of the woman in the world is in the house and taking care of her

husband so that he can be happier. As well it tells me that the woman is an absolute disaster, hopeless and good-for-nothing. I think that this ads can appear in any part of the city or also in pubs, but I think that in that era it could appear in all the possible places because drinking and smoking were very popular and they were seen as normal. The advertiser is, evidently, a beer brand. I think that the target of this type of advertisement was men, because in that era men were who drunk and also smoked. The values that this advertisement transmits to me, is male chauvinism, that is to say stereotypes for example that men drunk and smoked more than women. Nowadays, this type of advertisement is unthinkable, but before, in 80’s or 70’s these ads were very common, they were used to humiliate the woman, they say that the woman was a disaster and she depends on the man. In my opinion, in this era(80’s or 70’s) since that people were young, they were taught that women did the housework, and men the work with more importance. Actually, men are shown sexy especially in fragrance ads or others like this and women are shown as the victim of men. those stereotypes were taught them by the family, the teachers, or in other words, society. In ads of this era it was suggested that men were the boss and women their servants and homemakers. I think that advertisers resort to objectifying women's bodies, because, in this way the ad is more striking for the consumer. Nowadays, also you can see ads that advertisers resort to objectifying men’s bodies, in shampoo or perfume ads. I think that this type of ads are more attractive for the consumer. In my opinion nowadays there aren’t political or social reasons for the fact that women are commonly depicted as sex objects, but the only reason that women are shown like sex object is that this, makes them more flashy and people pay more attention to these advertisement campaigns. I think that there are people that view the sexualization as something that is right, and it isn’t right because this fact can create some stereotypes like women are only sexual objects and women doesn’t think, so, only handsome men attract them. And also that these ads insinuate that it makes no difference if she is silly, the only thing that is seriously important is the physical appearance.

To prove that there are a lot of male chauvinist ads, I put some that I found:

Women in Ads I nº9

In this advertisement I can see the logo: Alrifai, images of a cashew and a walnut and the following slogans: “because he’s got the brains, happy valentine” and “because she’s got the curves, happy valentine”. They want to tell us that the men are smart and the women are pretty.

The qualities of the product are presented by pictures. It is made to be funny but it doesn’t make it because of de obvious male chauvinism that it represents.

It appears in facebook or twitter, because it appears on a social network’s profile.

Its advertiser is Alrifai, that is a lebanese nut retailing company.

I think It’s an add made for everyone because it’s easy to understand, because it makes a metaphor that everyone understands. The values that can be attributed to it are that it’s easy to remember, because the nuts are very common objects in our life, and it is a metaphor that talks about the similarity between the form of the walnut and the form of a brain, and the form of the

cashew and the form of a butt. It has stereotypes because it says that the man is the only sex that thinks and the woman is here to be pretty and sexy. We learn this these stereotypes when we are young on the TV and in ads like these. These stereotypes donâ&#x20AC;&#x2122;t appear in the ads that show us that the world is changing. Advertisers put on their ads female bodies I think to excite men. This is the same as, for example, in the flight attendants, that always go with sexy clothes. The public finds this controversial because women are not obligated to look like this. I think some people donâ&#x20AC;&#x2122;t want to change this because they are used to this. This add can be compared to the add nÂş 26 of the second document because it compares men and women with so many stereotypes.

Women in Ads II nº24

I see a commercial in which a woman appears up inside a bottle. They want to sell us a bottle of vodka from the woman, as if she were the product. They match the product with the female body, giving understood that is something pleasant, pleasurable… Arouses sexual instincts and domination, because seeing the announcement is given to understand that men rule over women. The Advertiser is an alcoholic beverage company called Absolut. The objective of this advertisement are the men mainly. It is a visible advertisement, easy to remember and that contains a delicate image. Which in turn is beauty. The ad creates stereotypes towards women and compares it to an object. Yes, you could compare for example with some car ad like this. https://binged.it/2svMzMX .

Advertising campaign In this advertisement campaign we get into character of the advertisers of nike, and we make a new method in order to select the model and the colors whatever you want. It can be a pair of sports shoes, a t-shirt, trousers… This ad is aimed primarily at teenagers or people between 15 and less than 40 years old because this person are creative and don’t have fear. In our ads, we put some slogans, for example: ·Be yourself------->It’s the main slogan. Make reference to the women, because a lot of time, the women is insult because of her clothes. ·No limits ·Be free Among others. We decided that we would put this ad in billboards, internet, social network and more places.

For problems with the images, we decide to explain the advertising campaign here and in other document the photos.

CONCLUSION With this project, we discovered the huge inequality that there is in advertisement campaigns from the 60’s or 70’s until nowadays. All this time the role of women in ads was as sex objects, and the woman is represented as useless, hopeless, that she depends on the man… At the same time we want to transmit our opinions about it. We think that this problem (the role of women in ads) have to disappear, not only for the embarrassment and because you can have a bad impression of the advertiser, it’s just that it’s unthinkable that in the middle of the XXI century this problem continues existing, and we should change so that we can stop with this problem.

Bibliography Aarón: Photo of the individual work: Women in Ads I nº1 Photo nº1·https://asia94nelson.files.wordpress.com/2012/10/asia-nelson5.png Photonº2·https://ei.marketwatch.com/Multimedia/2017/07/18/Photos/ZH/MW-FQ472 _stereo_20170718090344_ZH.jpg?uuid=87a27138-6bb9-11e7-ba58-9c8e992d421e

Jorge: Photo of the individual work: Women in Ads I nº2 Photo nº2: Women in Ads I nº 9

Martín: Photo of the individual work: Women in Ads I nº 9 Photo nº 2: Women in Ads II nº 26

Diego: Photo of the individual work: Women in Ads II nº24 Video: https://binged.it/2svMzMX .

Advertising campaign: Women-http://www.escaladaburgos.es/image/cache/data/category_12/nike-air-suda dera-con-capucha-over-head-100-algodon-mujer-ropa-deportiva-povpwrx-2198-500x 500_0.jpg Men-https://i1.adis.ws/i/jpl/jd_069948_a?qlt=80&w=600&h=765&v=1