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Fariha Chowdhury , Ahriel Wright and Myles J Glynn
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Edward Bernays – Father of Public Relations
o - Freudian Influences Use of Psychoanalytical tactics to invent wants
o - Influence on Madison Avenue
o - Manipulation of o!en – with a warped sense of ri"hteousness
“Psychoanalytic theory is thus a appropriate here as a political weapo
demonstrating the way the unconscious of patriarchal society has stru
form”
Laura Mulvey, Visual Pleasure and
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#orches of Freedo! Ad $a!pai"n - %ow !ar&eters used
o!en's ri"ht to vote and tied it to ri"ht to s!o&e
Bernays encoura"ed wo!en to s!o&e in public despite social taboos(
Manipulated reality by hirin" wo!en to !arch while s!o&in" their )torches
of freedo!* in the Easter +unday Parade of ,. which was a si"nificant
!o!ent for fi"htin" social barriers for wo!en s!o&ers(
Roland Marchand, Advertising the American Dream (Berkley: University of Californi
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#echni/ues that involve editorial copy -blended in with the !a"a0ine print
1assu!ed )the role of friend and confidante* throu"h testi!onials of )ordinary people*2 fictional
)friends*
celebrities that advise and coached the consu!er on what products and brands to buy and how to
use the!('
3 “Advertising’s mirror not only distorted but selected, !
Roland Marchand, Advertising the American Dream (Berkley: University of Californi
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Its !essa"e was pretty clear4 the post-5iberation
wo!an was stron" and e!powered2 and e/ual to her
!ale2 Marlboro-s!o&in" counterpart(
#o prove it2 she had her own e/ually addictive
ci"arettes2 created 6ust for her(
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7*In the ,89's Marlboro undertoo& a ca!pai"n to associate it's ci"arette with !asculinity s!o&in" its product with bein" a 1real !an'*
Reading Images Critically – !ulas "ellner
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Boorstin invents the ter! pseudo-event in this boo& which is a false event that is intentionally
!a&es a shift fro! the )truth* to what is )believable(*
“There was a time when the reader of an unexciting newspaper would remark. 'How dull is th
owadays he says, 'hat a dull newspaper!'”
People en6oy bein" deceived( In a twisted way2 it provides entertain!ent( E:4 #he viral video )First ;iss* fro! .9,<
“e read ad"ertisements to disco"er and enlarge our desires. e are always ready#e"en efrom the announcement of a new product, what we ha"e all along wanted without really know
=ue to the technolo"ical advance!ents2 it is easier to create i!a"es that we can e:perience
to be !ore real than the ori"inal( #his blurred2 pseudo reality is !ore attractive and appealin"
which incites in us a desire we didn>t even &now we had until confronted with the i!a"e(
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"##$s saw the rise o% &ir!nic se&ism' in advertisingse*ism’ has been described as “an ironic and re+e*ive %ormwhich acnowledged the consumer’s savviness with a now
nod
)ronic se*ism isn-t the o
o% se*ism, it-s an o.en o% se*ism, with the boncon%ession o% being /ui0r, indeed, 1hice(- 2ho4lurred 5ines
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8/20/2019 Advertising to Women in America
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I should know better and Idon't care)
Also &nown as liberal sexism and ironic
defined by Alissa uart in ew $ork !a"
objectification of women but in a man
mockery, quotation marks, and parado
rooted in the idea that se:is! is an outda
archaic institution which people do not enany!ore2 thereby !a&in" the de!onstra
see! satirical and ironic(
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Wallace, Kelsey (November 1, !1"# $$%ipster &exism$' ust as )ad as *e+ular ld &exism, or Worse-$
.uart, /lissa (ctober 0!, !1"# $he /+e of %ipster &exism$# New York Magazine##
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!$$# ' 6755A ' 8Get moving3 1ools lie Gyminee hel. you trac worouts 9
reach your :tness goals( ;ou can even ma. out new running routes via sitelie Ma. my run( )m.rove your mood by listening to music, viewing .ictureor even watching a movie(8
*ur+pace Resisting t-e C!rp!rate C!ntr!l !.Culture
4y Christine
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“When the restless, isolated, bored, and insecure h
+ed the %eminine mysti/ue %or the wor.lace, adv%aced the loss o% their .rimary consumer(
he )eauty 2yth' %ow 3ma+es of )eauty /re 4sed /+ainst Women , !! 5 p66
3 Business ban& on o!en
3 o!en control the !a6ority of consu!er purchases
3 Male do!inated perspective on what wo!en want(
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)Men loo& directly at the pri!ary !essa"e of a "iven advert
Ce("( )buy this beer*D while wo!en not only evaluate the pri!
!essa"e but also pic& up !ultiple clues fro! the !essa"e a
to"ether thread to intuit and infer the inner !eanin" of the !
Ce("( )buy this beer and you will be popular and trendy*D(
&hehaan )artel in 78ontroversies in 8ontemporary /dvertisin+9 !!0
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#he wo!en in advertise!ents and co!!ercialstend to be youn"2 thin and white(
$o!!ercials of sha!poo2 deter"ents and house
cleanin" appliances predo!inantly feature wo!en(
ne overused i!a"e shows the )!other* of the
fa!ily carryin" food to the table(
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“%t is efficient for ad"ertising to used gendered stereotypes &ecause
&ecomes immediately set.” - +hehaan Bartel in )$ontroversies in $onte!
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.in ribbon cause mareting and the
broader culture o% “.in which
e*.ands 4CAction’s long'standing
commitment to addressing
e*.loitation, cor.orate .ro:teering
and hy.ocrisy in breast cancer
%undraising( =
+ee m!re at
-ttp//0cacti!n)!rg/$1#2/#1/1#/0reastcancer
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wned by Unilever co!pany =edicated to spread !essa"es of positive self-
estee! and body confidence for wo!en of all
a"es2 shapes and colors( o"e (eal )eauty *ketches by %u"o Jei"a
$a!pai"n Reaction4
$ritici0ed for Unilever pro!otin" +air -o"ely 2 a s&in
li"htenin" product and ownin" xe hy"iene products
which !ar&ets to !en usin" overtly se:uali0ed
wo!en(
#he ar"u!ent of >beauty defines wo!en> re!ains2
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Mar&etin" does not have a responsibility for i!provin" societal attitudes or down "ender stereotypes(
Mar&etin" is responsible to – and paid for – the brand that is atte!ptin" to specific tar"et !ar&et with a particular !essa"e(
#here are ethical "uidelines and rules that apply in how this is achieved2 bualso certain realities that dictate how !ar&etin" ca!pai"ns represent certa
http4ase(tufts(edu"dae$+Anticonsu!ption(pdf
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3 What does it mean to be an &)n%ormed Consu
3
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