Women in Ads by O Segrel do Penedo

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NIKE

The rest of photos: https://docs.google.com/presentation/d/e/2PACX-1vSeJOBoh27ur2YrBSlTHg_UQTwchXyLizdN7qLJj HxH9WGq1a70QD-FQfLmlZhSIY05EZDW8Lvn9lMN/pub?start=true&loop=false&delayms=5000

By: Mara, Ana, Claudia and Sofía https://docs.google.com/document/d/1hAIZP6D2dKhs8CW5Tzt1Qk5iEJTrtXj6oYE-7KdNk4o/edit

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TABLE OF CONTENTS INTRODUCTION

WOMEN IN ADDS

WOMEN IN ADS II nº 15

WOMEN IN ADS II nº 38

WOMEN IN ADS nº 6

WOMEN IN ADS I nº 18

ADVERTISING CAMPAIGN

CONCLUSION

BIBLIOGRAPHY

MARA:

CLAUDIA:

SOFÍA:

ANA:

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INTRODUCTION The project is about how advertisers represent women in ads, women’s roles and how to analyze images and see the ways that are used by advertisers to persuade us to buy or consume their products. We are doing this project so that we can realize how women are represented as an object, the micromachismos that appear in ads, women’s sexualization, the snub and different ways to stand out in ads.

Also we are doing this project to learn how to do an advertising campaign, where either sexualization or machismo doesn’t appear. We are doing this project searching the Internet to find differents types of ads. First, we did the individual project. We analyzed an add.

Secondly, we wrote the introduction and the rest of the project ( the advertising campaign, the conclusion…) in groups.

https://docs.google.com/document/d/1hAIZP6D2dKhs8CW5Tzt1Qk5iEJTrtXj6oYE-7KdNk4o/edit

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WOMEN IN ADDS WOMEN IN ADS II nº 15

In this picture I can see a slogan, “everyday is mother's day”, a woman holding some clothes to wash them and her shadow shows a pregnant woman and there is a cleaning product on top of the washing machine.

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The product they want to sell us is a cleaning product called “Ala MATIC”, but they don’t present us the qualities of the product since they do not show the results of the cleaning with the detergent. The instincts that awake in me are “Gregarious” like do like everyone else and “maternal” like love and tenderness, because the woman appears touching her belly with her hands, as if she was hugging and taking care of “her baby”. I think that the product appears in magazines or in supermarkets, shops or laundry and its advertiser is the company of cleaning products “Ala MATIC”. About the target of this kind of advertisement, I think that the company refers to women, because in the slogan is written only “women” and not men so the product is for women. I believe that the values we can attribute to this advertisement is that it is easy to remember and

to understand, because it has a short slogan and the

message is simple and direct. The text helps us to place the image, I think a vulgar image because of the slogan that the image has. And about the moral values the kind of stereotype the character represents is feminine, because in the picture there is only a woman. I can compare it to any others because there are a lot of similar pictures.

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The person responsible for the ad is the cleaning products company "ala MATIC". I think that the advertisers resort to objectifying women's bodies to this extent because for men the woman is only an object of desire, which only serves to work and do everything that the man wants, that's why they use women in advertisements, so that men think that if they buy that product women will be their slaves. The ad really says that that cleaning product is only for the women of the house, because the slogan only talks about women and what the ad wants me to do is to buy its products, but I believe that the advertisers think that only women will buy it. In my opinion we learn gender roles at home when we are little and as we grow up we learn from our environment, in the school…, but the people that teach us about stereotypes are our friends, family, teachers or people that are with us in our life. In popular advertising the types of roles that are suggested are that women are sensitive, weak, only can work at home (since they are not strong enough to do hard work, not like men), they are an object for men and have to obey men in everything and men are strong, they never cry, they are better than women and they can do whatever they want. I think there are almost no ads in which men are shown in the same way as women, but there are some ads in which the man appears sexualized but not in the same sense as the woman, for example:

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I believe that the social reasons why women are commonly represented in a sexist and chauvinist way are because there are men who already think like this and who believe that by showing women in this way their product is going to advertise and sell more, but there are also women who are already used to seeing themselves that way in advertising and what they see is a normal and unimportant way. That is why machismo is a big problem, because even women see it as something normal. For example, there are many advertising themes in which sexualization is common, such as sports brands (nike, adidas ...), clothing and perfumery (dolce and gabbana, cacharel ...), food, cars …

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WOMEN IN ADS II nº 38

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In the ad we can see that it is from a brand known s nike. We also can see a girl who is doing sports. It has a slogan that says "cuando te dicen que no puedes porque eres emocional, lento, débil ... solo dime que me vigile". They want to sell us some sneakers that make us believe that they are the best for running and they will make you "faster" when they will not do it because some simple shoes will not make us faster, since we ourselves are the ones who we run and do sport and not the sneakers. All sneakers are the same only with different looks, color ... and that our mind is addicted to buying the most expensive shoes to be fashionable and be "cool". It conveys to me "the new fashion", in the sense that if some new shoes come out, everyone will buy them because it is the fashion to have them. But in most cases it is only in youth between 12-25 years old. The qualities of the product are presented with a girl with sneakers and an athletic suit running (making us believe that they will win the races with those sneakers). It can appear in a sports magazine, because it is a sports advertisement of a well known brand. The advertiser is a sports brand, called nike. The objective of this ad is to sell trainers to as many people as possible, since this advertisement stands out and most people who see them it, would stop to look at them. I think the objective of this advertisement is that the girl that in the ad appears running is black and people that is black have problems to socialise by the with people, because some white people see them low. Also I think that this girl is important in the world of this sport.

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This ad is used to sell the product and to defend women.

This image defends the rights of women in sports and that everyone can do sports and not only men.

“Unstoppable Meetings: The Nike ad that shows the power of Mexican women”. The sports brand Nike launched an ad recorded in Mexico. The ad has a group of luxury athletes: Paola Morán, Alexa Moreno, Nayeli Rangel and Mariana Juárez.

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The advertiser of this photo is Bayern de Munich. This ad is a sexist ad. This club used the image of a woman with big breasts and a tight shirt to illustrate this message: "Nos gustan las copas grandes. Amamos los grandes partidos". They used this ad to sponsor a semifinal basketball game. The responsible of this ad is the sport bran, Nike. The ad wants to transmit us that women can do sports. The ad wants us, besides buying the product, to defend women and that we don’t make them feel inferior. I believe that advertisers use women's bodies in their advertisements because for men women are only an object of desire, which only serves to work and do what man wants. I think that we learn gender roles as children with our family and at school, depending on the environment we have, that is, how people around us see women. Times change and ads try to adapt to the current situation representing society ... I think that it is increasingly common to find ads that reflect the evolution of roles. For example, girls no longer want to be princesses rescued by children … The difference between the female and male roles is that the boys see themselves as "strong, tough ..." while women see themselves as "flirtatious, educated, those who clean the house ..." I think we can’t find ads with men's bodies that are in the same situation. We can only find ads where the man is selling the product with or without a T-shirt (the man who leave are usually strong) or with a woman dominated by woman.

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These ads make people believe that men have a better body than women , with this I mean that men are stronger and intimidate women. There are historical differences present in the ads, that is, before they were much more sexist and almost every time the woman came out in an ad there was machismo. Now, we reduce it a little although there is still machismo in the ads. Women are used as sexual objects in ads because always they were of the biggest attraction in relation to men and that they attract more the buyer. Ads that often use sexualization in their images abound more in perfumes or sports … Some men consider that the sexualization of women is fine, because deep inside they are sexist and they like that and want to continue with those attitudes. Some women can be influenced by their parents or because they have been educated in this way by their parents and they are somewhat sexist. It is necessary to educate children from early age, both man and woman are equal and none of them is superior to the other. In this ad, the roles attributed to women are, they are more sensitive (if men cry they would be a guss, sissy... ), slower and more fragile.

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WOMEN IN ADS nº 6

I can see a woman pressing a pair of trousers for the man in front of her, and he’s reading a newspaper. The woman is naked looking at the man. The man’s dressed to work and reading newspaper

instead of pressing his

trousers. The logo of this ad means that they sell men’s clothes. They sell you men’s clothes The qualities of the product present are that if a man wears that clothing the woman will adore him or you would like him more, because of its brand. The instincts it awakens in me when I see this ad are of inferiority, as if women were objects that men can use and throw away. Because the woman is forced by the man to press the trousers but in this ad the woman likes what she is doing, as if she liked the way of life she leads because she likes to be sent.

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I think that this ad appeared on magazines two or three years ago because now it’s looked down upon socially. The advertiser is “Tom ford menswear”. The target of this advertisement are men. The values that can be that men have an obsession for dominating women completely, women are an object and there is no respect towards them.

In these ads there is an obsession to dominate women and that they do want they want. The responsible of these ads is the old society, in which men ruled and women were left cleaning the house. It actually says that women have rights but there are still prejudices against them. These ads want you to believe that you can get women. We learn these stereotypes, as children,from our parent, friends...They teach us that women are objects and that with money you can get them. These stereotypes that are shown in the world of advertising put women as objects and slaves while men are strong, domineering, have power over everything. And the ideas didn’t change. I think that the advertisers resort to objectifying women’s bodies to this extent because men like to believe that they can dominate…

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The political and social reasons that make women have a customized body are that they want to be like them. Tall, thin, beautiful… The public, I think , find some ads good because they believe that they will be seen as the model af that ad, more attractive, and that will attract more women. I think that some men and women believe that sexualization is all right because you can get people want to be like the perfect girl they always dreamed of. To convince this people that sexualization has negative consequences for everyone, we have to make them know the prejudices that they have for some, or others. Advertisements that use sexualizationin their images are usually the ads for men like a cologne, clothes, deodorant… sexualization may also appear in advertisement for women. I think the only common issue is the announcement of colognies. In conclusion, women are used as objects to sell more the advertised product, and this has an impact on society and women are abused.

https://docs.google.com/document/d/1hAIZP6D2dKhs8CW5Tzt1Qk5iEJTrtXj6oYE-7KdNk4o/edit

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WOMEN IN ADS I nº 18

In this picture I can see a woman and a man.The man is smelling the girl's legs. She is laughing. They want to sell us a women perfume. They present the product in a way as if you are a woman and you wear it, men will like it and they will want you. And if you don´t wear it you won't be special, you are only going to be a “girl”. I think this advertisement can appear in magazines, shops and maybe in the newspapers. The advertiser voc of the ad is a British company which sells perfumes and cosmetics called The Body Shop. The target of this advertisement are women.

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When I see ads like this I get a little angry about the way people sell, and also because that way it works, which means in part that people do not care much about that way of exposing people. This advertisement is easy to remember because it is not a usual image to see someone smelling the legs of another person, also it is easy to understand because they are saying it clearly: “you are no special if you don´t wear this perfume”. The man is acting like a savage, it is an unusual thing to smell the people, and less a woman’s thighs This ad is trying to make women think they are less than men and that they are nothing special. They are creating stereotypes in the way as a woman has always to look pretty, smell good,... More examples like this advertisement are the following ones: In the photos below, we can see examples of ads where women are being smelled by men, like the one that I have chosen. In all the pictures I can see that they mean that women need the fragrance to attract men attention, as if they were nothing else but a beautiful body.

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The ad wants me to buy the perfume to smell well and “be different” to the rest of women. We learn gender roles first at home when we are little and then at school and with friends. Also, what we see in internet and in the television helps us learn about gender roles.

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I think the people who teach us stereotypes are the famous ones,like influencers,youtubers,models.... Nowadays, young people follow the trends they set. In popular advertisement the roles which are suggested for women are that they are weak,they only know things like doing laundry and cooking,they have to take care of children and the house and they don´t know nothing at all. I think advertisers resort to objectify them this way so that women want to be like that and for men to buy it.

The ads that I can find where male bodies are being objectified similar than the female ones do, are in a different way. In the ads where they want to sell us a perfume for men, they make them look superior to women, as if they were dominating them. I think people are used to seeing ads where they expose women as a product, they do not like that, but they are more used to seeing that and not when it is a man who is being exposed.

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In my opinion women are represented sexually in ads because at the beginning when companies started to advertise the products in that way, it caught people's attention and as that way of selling worked, they continued to do so to this day. I do not believe that people think that sexualization is fine, only that since they have seen it for so long, it seems normal to them. Sadly, nowadays we can find ads where sexualsation is used in all kind of products. For example: FOOD

HYGIENE PRODUCTS

And like these, we can find many more in ads for clothes, perfumes and many other things.

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ADVERTISING CAMPAIGN The theme of this ad is about consumer goods, the ad wants to sell products like clothes, sneakers… This ad is aimed primarily at teenagers, because Nike's brand is a very popular one among teenagers and is one of the sports fashion brands. In our advertising campaign, we will include several photos of us doing different sports wearing nike sportswear,

using the technique of putting a catchy

slogan to identify this product. Nike is a high quality brand with an attainable price. In our advertising campaign, we will include several photos of us doing different sports wearing nike sportswear, using the technique of putting a catchy slogan to identify this product. Nike is a high quality brand with an attainable price. Our slogan is do your best. It is aimed at women, because in many occasions women are discriminated against in sport. We decided that we would put this ad in magazines, billboards, on television, in internet… Because, this way, it would be everywhere and a lot of people could see it and the more people see it, the more people buy it. We believe that it will convince our classmates to buy it because our campaign includes many types of garments for various sports that cover the tastes of many people.

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CONCLUSION The conclusion about this work of women in ads is that most of them, where sexualized women appear, are ads of colognes, clothing, food or cleaning products among the most prominent. Women in ads are used as objects to try to sell us the product, because in these types of ads the women that appear in them are “perfect”.

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BIBLIOGRAPHY 1. Lago, Loly; “Individual Work”: https://www.edu.xunta.gal/centros/iesfene/aulavirtual2/pluginfile.php/13494/m od_resource/content/1/Individual%20Work.pdf 2. Lago, Loly; “Group Work”: https://www.edu.xunta.gal/centros/iesfene/aulavirtual2/pluginfile.php/13495/m od_resource/content/1/Group%20Work.pdf 3. Lago, Loly; “Women in Ads”: https://www.edu.xunta.gal/centros/iesfene/aulavirtual2/pluginfile.php/13497/m od_resource/content/2/Women%20in%20Ads.pdf 4. The sign:

MARA: 1. Image men 1: https://www.marketingdirecto.com/marketing-general/publicidad/8-spots-demu estran-sexismo-se-ceba-tambien-los-hombres-la-publicidad 2. Imagen men 2: http://anamartinezbarnes.blogspot.com/2013/01/publicidad-sexista.html 3. Imagen men 3: http://gpracticum.blogspot.com/2015/11/publicidad-sexista.html

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4. Imagen women 1: https://www.antevenio.com/blog/2016/11/los-15-anuncios-mas-sexistas-machi stas-de-espana/ 5. Imagen women 2: https://www.lavanguardia.com/de-moda/feminismo/20171023/432302594990/ anuncio-publicidad-perlan-sexista.html

CLAUDIA: 1. Image men 1: https://www.nuevatribuna.es/articulo/consumo/publicidad-sexista-moda/20180 608171601152839.html 2. Image men 2: https://beodo666.wordpress.com/page/4/ 3. Image woman 1 https://tribunafeminista.elplural.com/2016/10/aparecen-mas-mujeres-en-notici as-deportivas-como-parejas-de-que-siendo-las-verdaderas-protagonistas/ 4. Image women 2: https://mercadotecnia.portada-online.com/2018/11/12/nike-avanza-un-paso-co n-las-mujeres-de-mexico/ 5. Image woman 3: https://www.marca.com/baloncesto/eurocup/2017/03/05/58bbf6a5ca47413237 8b4599.html

SOFÍA: 1. Image woman1: https://www.google.com/url?sa=i&source=images&cd=&ved=2ahUKEwiI5OO mnYrhAhVGzBoKHUItCfUQjRx6BAgBEAU&url=https%3A%2F%2Fwww.actitu dfem.com%2Fentorno%2Farticulo%2Fanuncio-de-marca-holandesa-presenta-

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mujer-como-objeto-sexual&psig=AOvVaw1fN2B8NMAEeYmsKPgI48fQ&ust= 1552948277001850

2. Imagen woman 2: https://www.google.com/url?sa=i&source=images&cd=&cad=rja&uact=8&ved= 2ahUKEwj5q6zdnorhAhULKBoKHSB7CV8QjRx6BAgBEAU&url=https%3A%2 F%2Fwww.trendencias.com%2Fnoticias-de-la-industria%2Famerican-apparelcierra-todas-sus-tiendas-en-estados-unidos&psig=AOvVaw3l-HoSfbUQIPF-hl Rj9TUe&ust=1552948656235645

ANA: 1. Image axe: https://communication4health.files.wordpress.com/2013/02/axe-1.png 2. Image burger king: https://5www.ecestaticos.com/imagestatic/clipping/b59/ea0/396/b59ea039630 7bcacb3e806588b840ab1.jpg?mtime=1407409258 3. Image man: http://colognemasters.com/wp-content/uploads/2015/11/armani-code-ad.jpg 4. Image woman 1: https://cancionesdetelevision.com/wp-content/uploads/2016/12/ysl-mon-paris.j pg 5. Image woman 2: https://www.perfumery.com.au/media/catalog/product/a/d/ad-sean-john-unforg ivable-women-ad_1.jpg 6. Image woman 3:

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