YouHaveThePowerToChange
TABLE OF CONTENTS
FRONT PAGE
1
TABLE OF CONTENTS
2
INTRODUCTION
3
INDIVIDUAL WORK
3
Pablo
3
Marcos
7
Marta
11
MarÃa
13
Morgan
15
GROUP WORK - ADVERTISING CAMPAIGN
18
CONCLUSION
18
BIBLIOGRAPHY
19
INTRODUCTION In this project we are dealing with the topic “ Women in Ads ”. We are going to talk about women’s awful situation in publicity nowadays. In our project we collected and analysed information about different types of women’s abuse showed in advertising. The aim of this project is to teach us the values of respect, also the bad situation of women who suffer male abuse everyday and to empathize with them to be a better person in the future. We show women’s position in advertising campaigns which usually contains male chauvinism stereotypes. They show women as the inferior gender comparing to men in society. And what is more it has improved our critical skills.To do the project we searched for some information on the internet and then, when we got the knowledge about the topic, we made several works about different examples of publicity.
INDIVIDUAL WORK Pablo
In this picture I can see two different photos. In the first photo, I can see a man showing a little box to a girl with her legs crossed whereas in the second one, I can see the same man showing a ring inside a box and the same girl with her legs separated. They want to sell us the jewellery showed in the photo, in this case the ring. The qualities of the product are presented in a situation of a boy giving a ring to a girl to get married. I can also say that the qualities of the product are given in a male chauvinist way, because they use the “idea” that women have to be polite and in this case can’t be with their legs separated because it is not considered correct. Both photos represent the old idea that women have to work at home and be polite like a young lady because if not they’re going not to be “a lady” . That old idea continues in our days and the photo shows the boy proposing marriage to the
woman and she open her legs telling that they are going to have sex, in other words, that without getting married there is not going to have sex. That awakes in me a sexual instinct which I don’t like anything and also a gregarious instinct because many people think this way. This advertisement can appear in the internet in any website, in magazines or journals and maybe in billboards next to the road. The advertiser is the jewelry Natan which also has more male chauvinist advertisements. The target of this type of advertisements is to show a real situation with what they want to sell, to show how it is and what you are going to get like style, a more comfortable life or in this case, sex, if you buy it. When you see the advertisement it seems to be a normal one but then, it impresses you because of the male chauvinism used in it. This advertising uses a vulgar image and it doesn’t have any text so it’s boring, but on the other hand, it’s not necessary any text or slogan because it’s understable. It also has a metaphor behind the photo and it’s (a bit) easy to remember because you’re not going to forget it for a long time. The advertisement and this type of advertisements use animal instincts because of the male chauvinism used in them. They’re used nowadays and it’s something we have to solve and don’t let it continue any more.
People learn a lot of things about gender rules in society, at school, in the street, … But most of the times people learn at home looking at their parents. When you’re young you see your parents like “heroes” and you copy them doing what they do. You also learn stereotypes at home but when you grow as a person that stereotypes are going to be defined by your decisions and all the people you’re going to be with. Popular advertising suggested the role of a strong man and a woman who have to be polite and pretty. Now it’s changing to advertisements with gender equality, but it’s changing slowly. Nowadays, many advertisements represent the role of a strong woman with the same capacities as a man, but there are still advertisements that use male chauvinism, for example this one, which suggested that if there is not any money she’s not going to have sex. All these historical differences are presented in the ads which reflect social attitudes about women’s roles in different years. Many people, most of them men, have a male chauvinist thinking and they despise women and think that women are a sexual object, so they represent women in advertisements objectifying their bodies. Many men also think that depicting women in a sexual and passive way is not offensive and they found it funny or sexy so they use it in advertisements. If you try to find advertisements which represent male bodies being objectified as many female bodies, you’re not going to find them, this also shows us that advertisements only despise women objectifying their bodies.
The stereotype of a sexy woman or a woman who works at home extended a long time ago in our society. This type of thinking is nowadays in many people and this is what made people do these advertisements depicting women as sex objects. This thinking has been taught to many people by their parents or the society and this is what makes them think that way. It’s going to be difficult to change their thinking, but if we show them how women really feel, they could realize the situation. Ads which have something to do with women usually use sexualisation. These ads are for example for jewellery, for clothes, for perfumes,... Most of these advertisements are controversial, but in my opinion, public don’t think that companies use them only for being controversial. People, should realize that these advertisements are made like this because the person who had the idea, has a male chauvinist thinking.
Marcos
In this picture I can see four men and one woman. The most important thing of the picture is the woman being sexualized. In the background I see a man who is wearing tight clothes whereas in the foreground there are two men looking at the other one. It seems to me that the last men is trying to abuse the woman lying over the floor. Perhaps they are in a ship because of the sky. And what is more, the enormous logo of Dolce & Gabbana is placed in the middle of the photo. From my point of view the photo is trying to tell us what “ advantages ” ( because they aren’t advantages ) can Dolce & Gabbana’s perfume give us. The company sees those advantages as: seducing women with the perfume. The product is presented, as I said before, as a way to get women’s interest. However, this technique is used by many companies because this “ image ” sells. Talking about the several instincts that the photo awakes to me: Firstly it awakes eroticism because the majority of the men are without t-shirt. On the other hand the light of the picture is rather reflected on the body of the men, so our eyes go to their bodies. Secondly it expresses domination, because as you analyze the picture you realize that it’s evoking a male domination over the opposite sex. That’s why they are four men and one woman. Thirdly it awakes aggressiveness. You just only need to look at the hands of the man that is above her. He has got his hands in a suspicious position that (for me) evokes abuse. Finally it awakes fear to me. Because I’m worried about what is happening next. This type of ad could appear the print media, on the advertisement page because it’s a medium size ad. On the other hand it could also appear on billboards and buses, because it has the perfect size for buses and for billboards you can put it in horizontal position. And what is more, it appears many times at broadcast advertising, such as TV and Internet. On TV you can see them whereas the ads are being transmitted. The advertiser is Dolce & Gabbana. I do know it because there is an enormous slogan in the middle of the photo. It’s great placed because it doesn’t cover anything important. The target of this type of advertising could be boys that have problems to talk with girls they like, and with this product, it supposed, that they are going to attract every woman they see.
On the other hand, it could be for women that have the same problem. With this product it is supposed that every women is going to attract perfect boys with a ‘perfect’ body and quite sexualized. Talking about the values we can attribute to the photo: Firstly addressing advertising, I can attribute a psychological shock because when I saw the photo for the first time, it awaked a shock to me. It’s also easy to remember because we don’t usually see this type of ads. And what is more, it’s easy to understand even knowing we don’t have any text. Secondly it’s a vulgar image, because the woman is being discredited when the man force her against the ground. It’s also unexpected because it isn’t common. From my point of view I can’t see any metaphor. Entering morals issues, we can see man and woman stereotypes. Such as the impressive muscles of the men and the slim woman. We can also see that the men are handsome and the woman is beautiful. However, the authenticity of the message is quite peculiar. It seems to me that I have seen this type of advertising in other perfume companies. The message of giving you power to attract is common.
I chose this ad because it’s very similar to the other one I’ve described. I can see 3 men trying to rape the girl in the middle. From my point of view this type recognises women as toys. Answering stereotypes questions, I reckon that we learn gender roles when we are teenagers. Our equals exert pressure and from that moment, you prepare yourself and try to be the same as the rest, because teenagers are developing their personality. It seems to me that we learn stereotypes by our older friends, they teach us who to be. Such as, the most common example is when your older friend tells you ( being
you a boy ) how to attract women. The same with girls. We also learn stereotypes at home. I’ve seen lots of friends that learn at home everything they know. In this case the responsible of the ad is Dolce & Gabbana. The ad is actually saying what “ benefits ” you can get with the product they want to sell. The ad wants me to buy the product. In popular advertising women take the role of people that clean, cook and are there to serve us; because they are women. Men take the role of people that work, come home and relax with their women (obviously with the dinner cooked, the floor cleaned, and the kids ready ). There are historical differences, for example nowadays the woman is not seen as a toy, like 20 years before. It’s important to see the difference between before and now. The world is changing. On the other hand, many companies still use women as a goal and/or achievement. It seems to me that advertisers resort to objectifying women's bodies because they think that showing this type of bodies, people is going to think that their bodies are the best, so with that product you are getting those female bodies. On the other hand male’s bodies are also objectified. The photo I’ve chosen is an example. The body of the men is musculated, tanned and shiny. The “ perfect ” body. Perhaps the public finds do this to be controversial, because people could be confused and buy the product anyway. In my opinion the political reason is money. Because sexualizing women you can make a lot of money. Such as those perfume companies which sell a lot with this type of ads because of the reasons I said before. From my point of view some men and women see and accept this type of sexualized ads because they understand it as a normal thing. They don’t really empathize with the people in the ads and, as they see those ads every days, they try to assimilate it as normal. To convince people that women sexualisation has negative consequences for all of us, we can make a different ad. One really hard, that could show the other face of advertising. For example, when I was 13, Pampliega came to my school and he showed us how Islamic wars were. Before he came we didn’t give importance to those type of wars. It seems to me that the most common types of ads which use sexusualisation in their image, are: ● Perfume ads, because it’s very common the phrase “with this perfume you will get all ”. Referring to get women or men in the image of the ad. ● Clothes ads, seeing that with those clothes you will look very nice. And they put an image of a “ perfect ” man or woman. ● Gym ads, trying to convince you that you are getting a perfect body. Using a sexualized image.
Marta
In this ad I can see a black woman, with black clothes, who is posing with a hand, touching her face. In the foreground, there is a slogan that puts “outwits the enemy” and under the slogan there is a photo of a medication for the headache. They want to sell us a medication for the headache. They present us the qualities of the product in a way that makes us think that women produce us the headache.
The ad awakes in me amazement because of the slogans which are saying that the woman is the enemy and you can fight against her buying that product. I think that the real meaning of that product is insinuate us that men aren’t more powerful than women and women can be the boss too. I think that this kind of ads can appear in a pamphlet in a newspaper because these types of ads normally appear in newspapers. The advertiser of this product is Motrin. The target of this kind of advertisements is for to people who have a headache. I think that this ad is visible because it is designed in a form that it stands out us. (for example: the slogan is short, but the size and its meaning makes us focus on the ad). I think that we learn gender roles in a lot of ads that appear on Tv that we can see everyday we can even learn them in our houses. Maybe one of the responsibles to teach us the stereotypes are some of the enterprises. For example a model who shows us “women’s perfect bodies” and make us think that we should be like them. The roles in popular advertising that are suggested are those that make feel to the person who is going to buy it the best. In publicity I think that the roles of female and male differ in that the man normally is the powerful and not the woman. I think that the advertisers resort to objectifying women’s bodies to this extent because they want to show women that if they use that product men will like them We can find a similar situation for men where the ad wants to sell that if they buy the product they will be the best. Public find this type of ads controversial because they are making people’s body an object. I think that women are commonly depicted as sexual objects in advertising because in the past they were considered unpowerfull so now they are considered the same even though people are slowly changing their minds. On one hand, some people see women sexualition well because they are accustomed to see it so, they don’t see it bad. In this case, we must make people aware that women sexualition doesn’t let us progress as a society.
Normally, enterprises use women in their publicity to draw the audience attention. Women’s sexualization usually appears in perfume ads like for example Dolce Gabbana ads and this is more common when the brand is run for men. These themes are common in many ads because they think that this type of themes sell.
María
In this picture I can see a girl who is sitting on a sofa, her hair is dishevelled and she also has a bruise on her face. In the back of the photo there is a man who’s wearing a suit and holding a kind of necklace. I think this picture is announcing a hairdresser because of the text on the right side of the photo. Also, the product is presented in a dominating way, saying that you should look good in all you do, in this case, hitting or slapping your girlfriend, this kind of behaviour isn’t normal, not even human and they are normalizing it. This advertisement awakes me aggressiveness. In this case because of the bruise on the face of the girl, also the face of the boy has a domination expresion, which could cause fear, though also this picture presents us that every man has the power of doing whatever he wants with us, women, what is not true.
I think this advertisement could appear on newspapers, posters, tv programmes...etc.The purpose is announcing the salon, and the message that offers is that you will always look beautiful if you go there Apart from that, it’s a vulgar image which contains shocking ideas and could affect to your perspective and make a normalization of the topic. In my humble opinion, people, learn gender roles principally at school, friends in everyone lives is a very important influence, also parents, because they see them as heroes and think they do everything okay, what is not always true. Social impact is the one that affects the most, when we are growing we see boys fighting, girls with dolls and those things are inculcated in our minds, what is just the beginning. When you go to high school the percentage increases because of the popularity and the fear of not fitting into society, what most of the times is an inconvenient to grow mentally as a person and have your personal opinion. Stereotypes nowadays are a very common thought, first of all, those are the ones that classify people by their gender, age, colour,etc. I think these thoughts are very assumed and sometimes we don't even see or realize that we also express them, what is a problem because we are normalizing them. Some examples of stereotyping are when we suppose that men should never cry, girls never fight, women who don't have children are not fulfilled in life but if men don't have them it doesn't matter. Also when people say that wrestling or karate are men’s sport,or ballet is for girls, is a kind of gender stereotyping. It is very common being affected by stereotypes, they are so normalized but if you have a critical opinion about the topic, you can make other people change their minds and don’t let you matter what others say about you and do whatever you want. Nowadays, advertisements are full of male chauvinism, sexism and in most of the cases making reference to women, and classify them as the weak gender. Sometimes, on adverts which talk about cleaning products, it appears a woman cleaning instead of a boy, and that is a clear example of gender roles. Also in perfume adverts, they sexualize the woman making her look beautiful, attractive and appetizing for consumers and, in this way, they persuade them to buy the merchandises, and that's the reason why advertisers announce the products in this inhuman way.
I think this kind of ads really worked years ago, nowadays a lot of people realize that this sexist publicity contains male chauvinism, gender roles, etc. and they don't see it normal, what makes me think it is controversial. Most women, 50 years ago, were at home and they “only” cooked,cleaned and took care of children. When the husband arrives home, he just sees her wife as a sexual object because he wants to spend the night with her and do whatever he wants, also he has nothing to do because she did all the housework. That's the reason why those adverts always see the women as the weak gender and sexualize them in all of them. Advertisers are describing the society in those years, but those thoughts are still in our present time and we can see them everywhere, especially on adverts. In my opinion the best way to mentalize people is making them see that women should have the same rights as men, that both genders are humans and they should be treated with respect and sexualitation doesn't fit in those rights,sexualizing is an abuse to the respect that we deserve.
Morgan
In the picture I can see one woman that present signs of violence, in the eye fundamentally. The background of the image is gray with white letters the women remain in the right part of the image. A message against gender violence can be observed. I think the creators of the ad want to sell an advertising image in favor of protecting women against gender violence. I don’t know what they are selling specifically but I can see that they try to use a social problem to bring customers to their product. It's stranger that they say "color that last" When they could have given another vision. I don’t think it was necessary to make such a "discreet" and "elegant" announcement on this subject. My opinion is that people would understand the message better if these advertising campaigns were more direct and impactful. The Avon company Appears mainly in the USA at the beginning of the 20th century. It began to have fame around the world from the sixties. The advertiser is a makeup company.
Their production and fame in the makeup and personal care business have allowed them to have the ability to make an announcement about gender violence with the intention of encouraging society to end up with these problems even if it is done only on the day against gender violence. I think the goal of this advertising campaign is to guide a middle-aged audience to respect women, although it may be their intention to influence everyone in general. At first sight, it impacts the bruise that the girl has in the eye, it gives an understanding that it has been a violent blow, the color and the "slogan" of the image show us a problem of gender violence. I thought it was such a simple and discreet advertising image. At first I could not understand the announcement, I think it's a bit confusing to understand, because it does not present a striking image about violence, I think that somehow they managed so as not be a direct message unlike others. The first sentence helps us to interpret the image as it should, it is the only information that suggests that the woman in the image suffers violence, "Color that last " are signs and pains that she cannot hide. It's a simple ad, but I do not want to say it's a poorly crafted publicity. I do not think it's a vulgar or boring ad, we should not believe that these contents have to be exciting or fun to watch for a moment. It is an advertising campaign that, in addition to showing support and selling a brand, informs us and warns us that on the day of gender equality we should all be in favor. I thought it was an unexpected image because it was an advertisement that had no relation to the sexualization of women in the ads or at least it seems the opposite when describing in the advertisement that they are against any form of gender violence, it is a positive message Although it does not help much in the subject of women in advertising, it is always better to take a small step than none. It can be said that it is an advertisement for female orientation, although it can also be interpreted by men. I can see a noble message, but I'm not sure it's loyal. As in all companies, the use of these ideas can be used in advertisements as an economic goal, even if the men-owners of the companies are not in favor of gender
equality. We can never be completely sure, maybe it is what it seems to be, an advertising campaign against gender violence on the day of equality.
GROUP WORK - ADVERTISING CAMPAIGN
https://youtu.be/WNfOq-vKWoo
CONCLUSION Before this project we were not aware of the small and important symbols that were hidden during all this time behind an ad. We learned those little symbols help us to understand better the hidden meaning of ads and to be more critical when we see them. At school we don’t usually go deeply about this themes. So when we got the opportunity to do this project, we wanted to do our best and show that we must break stereotypes that they still exist nowadays. In conclusion we learned a lot of things about this project. Now we now how to work better in a group. We learned to debate with calm our opinions giving reasons and
arguing the answer until we come to a common conclusion together. All of us could observe that there are several advertising brands that use women sexualition to their publicity and we want to change it so, that was the main objective of this work. Thanks to this project we are more mentalized about the horrible situation of women in nowadays ads and in real life too. We know that the power to change this problem is in our hands even knowing there is a long way to go.
BIBLIOGRAPHY -Working as a copywriter, Loly Lago Women in Ads I -Working as a copywriter, Loly Lago Group Work -Wordreferencehttp://www.wordreference.com/ -Images group work: https://www.google.es/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUK EwjEkaaF1IzhAhUyx4UKHZ7fBJsQjRx6BAgBEAU&url=https%3A%2F%2Fgasking.c om%2Fpromotions%2Fred-bull-250ml-2-x-4-44%2Fred-bull-logo-vector-download% 2F&psig=AOvVaw0a-Ev6v7GitHecdkQUhUQc&ust=1553030644842899 https://www.google.es/url?sa=i&source=images&cd=&cad=rja&uact=8&ved=2ahUK EwiQmtH_1YzhAhUEKlAKHSRnBGUQjRx6BAgBEAU&url=https%3A%2F%2Fwww. drinks.ng%2Fbuy%2Fnon-alcoholic%2Fred-bull-energy-drink-25cl%2F&psig=AOvVa w0a-Ev6v7GitHecdkQUhUQc&ust=1553030644842899