However the Australian clothing may have had the best intentions at heart to empower women and to challenge culture. This ad is asking questions about the role of women and the role of men; Are men co-dependent of women? Could the world survive without them? They may have very well done the opposite by stereotyping women even more.
By creating these advertisements it is suggesting that men are not equipped to me motherly. That without women children would grow up in a different world. This might be so, however it is defining women by their role of motherhood. This causes the way that women look at this advertisement to change, it turns the question to ‘How would children survive without their mothers?’ This is stereotyping that a women’s most important role is to make sure how the next generation grows up.
This is not the only image that the Kookai campaign used. They also ran advertisements where average men are wearing more revealing clothing, however they are no longer holding the baby in their arms. With this advertisement Kookai is defining women by their looks by suggesting that the most important thing that women contribute to the world is sexiness and that the world would miss looking at women before they would miss anything else about them if the world had no more women.
Although Kookai had their best intensions at heart to empower women and show that women play just as an important role as men, they stereotypically defined women in their two most common roles in the media; motherhood and being ‘sexy’. These types of advertisements contribute to culturally biased views on women and reinforce the stereotypes of women.
You May Also Find These Documents Helpful
-
Lewis argues that this advertisement “blatantly uses stereotypes” (p. 179) to appeal to society’s decided gender roles and it gravely influences consumers to strive to fit in to those roles. She explains throughout her essay that we have been categorized into these roles over many generations that portray men to be hard, violent, “power incarnate” (p. 179), with no expression of weakness. Women are seen as being unintelligent, overly sensitive, sexual and innocent beings that must obey men. Lewis announces that this ad conveys the message that in order for a man to be “hard and powerful” or a woman to be “sexually intense and desirable” (p.180) they must be dressed in Fila jeans. She contends that there is a powerful sexual theme underlying the message conveyed in this advertisement.…
- 962 Words
- 4 Pages
Good Essays -
With the advents of technology, advertisements depict women as desirable commodities this has poisoned the minds of many young women ultimately morphing values and beliefs. Women are shown in subordinate, submissive, and male pleasing roles. Media and advertisement representation reflects and reinforces sexism in society today. The social standards of beauty and feminism are set by Hollywood’s greatest celebrities. They do this by alluring women into buying cosmetic products affirming the concept of female beauty. Companies such as “bebe”, apply the same technique to persuade women in buying their apparel. In the ad “bebe”, the company portrays a woman holding a bright red lipstick getting off a taxi while flaunting a revealing dress. On the other side, she is shown obeying all rules, in bed with black revealing lingerie with an enticing text, “9pm to 5am obey all the rules, you miss all the fun”. The ad amplifies its message and allures its audience to disobey all the rules if they want to become “the bad girl” by purchasing “bebe’s” apparel.…
- 1000 Words
- 4 Pages
Good Essays -
Advertisements place men and women in certain roles depicting who they should be in society. These stereotypical gender roles have been used throughout the history of advertisements. Previous research has established that: Gender role is the set of characteristics prescribed by a culture and communicated through direct communication and through media (Kerr & Multon, 2015, p. 184)…
- 276 Words
- 2 Pages
Satisfactory Essays -
In the article “Tow Ways a Woman Can Get Hurt” by Jean Kilbourne, which was published in 1999, describes how women are shown in today advertisements. Sex in advertising has taken a completely bizarre way to advertise about a certain product. Women are usually shown in inappropriate matter to attract consumer’s attention. Most of the advertisements today are based on pornography features. In addition, the use of sex content in advertisements has a negative impact on consumers because it shows women as a cheap tool in business. Those kinds of advertisements indicate that men are always the rulers and women are their easy target. Sexuality plays an important role in marketing and advertising today. Big companies earn…
- 498 Words
- 2 Pages
Satisfactory Essays -
In his essay “Men’s Men and Women’s Women,” Steve Craig writes, “Her need is a common one in women’s commercials produced by a patriarchal society-the desire to attain and maintain her physical attractiveness” (194).…
- 927 Words
- 4 Pages
Good Essays -
The emotional appeal that comes from this ad is the trendy lifestyle of the generation. There are young girls that are modeling these clothing, and may convey a message that if one were to wear these type of clothes, they'd feel young and stylish as well. Not only are they young but they are revealing more than a decent amount of skin which shows sex appeal. They also are thin and tall young girls who would make other girls feel threatened and envious of these models and therefore would aim to look just like them. Then again, most girls disregard their looks and accept themselves so one would also feel attractive by this type of clothing.…
- 277 Words
- 2 Pages
Satisfactory Essays -
Using fashion to differentiate between femininity and masculinity is as basic a function as its purpose of coverage or protection. Hustvedt’s example of the wardrobe and lack of hair of the Buddhist monks and nuns, prove how important fashion is in defining gender. “Had they all stripped naked and stood together, the difference between them would have been ridiculously small, would have been no more nor less than what the difference truly is – genital variation and a few secondary sexual characteristics in the chest and hips” (Hustvedt 446). A corset is a great article of clothing to use as an example of how fashion accentuates gender. It creates an hour glass figure which emphasizes a women’s bust and hips. “The corset helped to create a notion of femininity, and the lines it produced have gone in and out of fashion ever since” (Hustvedt 448).…
- 537 Words
- 3 Pages
Good Essays -
In Killing Us Softly, Jean Kilbourne delivers a powerful lecture on the insane pressure that the advertising industry puts on women. In her lecture, she addresses the fact that the severely photo-shopped images found in magazines lowers women’s self-esteem. These advertisements…
- 1025 Words
- 5 Pages
Good Essays -
Now, this advert can be broken up into three main targeting schemes: The generalization of the Male and Female sex, Males’ primal instincts to be dominant/independent, and Males’ need to be empowered. By generalizing the male sex as they did in this commercial, the target audience suddenly becomes middle-aged, working-class, married men. Not only that, but the target audience becomes middle-aged-working-class-married-men who do not appreciate/respect their wives like they…
- 1101 Words
- 5 Pages
Good Essays -
Harmful stereotypes placed upon women continue to thrive in the media we consume every day. There are many issues surrounding the media’s portrayal of women in regards to their exploitation and the harmful stereotypes which are becoming an increasing concern. The emphasis on women’s looks is often the focus within the media and the impact is often overlooked. The growth of media platforms in recent years has had an enormous impact on how women are represented in Australia’s society. The media does not only influence society but it also holds the current views held within it. Common stereotypes of. Advertising and marketing have created a new type of woman that does not exist in the real world. You may have seen her before, but if not these…
- 1241 Words
- 5 Pages
Good Essays -
It is visually clear that products and lines based upon the wants and needs of woman offer more options and freedom throughout fashion and designs have been pushed further in comparison to mens’ clothing (5) – as does Chanels spectrum 1920s Modern Woman designs (6) and the early 1980s power dressing displays (7).…
- 1504 Words
- 7 Pages
Good Essays -
There are many different stereotypes of women in advertising. Throughout history there have been many studies that proved women were mainly portrayed on television advertisements as housewives or occupations that are submissive to men. During the 70’s a lot of the women were also housewives, though they tried to work their way up.…
- 552 Words
- 3 Pages
Good Essays -
A wide variety of advertisements have been creating numerous images of men and women for years now regarding gender roles and sex diversity. The advertising industry in particular has formed the impression that “sex sells,” now using women’s bodies as sex objects (Ford, 2008). Previous research has shown men are being outnumbered when it comes to women being sexualized. More importantly, the advertising industry has shown what the “accurate” gender roles for men and women are to be. Men are to be dominant, tough, strong, independent, and detached. Contrastingly, women are to be dependent, loving mothers and wives, concerned with beauty, and emotional. This literature review will look at the ways magazine advertisements portray objects and figures,…
- 146 Words
- 1 Page
Satisfactory Essays -
I chose to use those women as they are the top three most prevalent minorities found in the United States. I also did it to break away from the typical Caucasian, American barbie dolls one would typically see just about everywhere in the ad world. The women are of different body types and represent their culture to bring about more authenticity and non-conformity in the advertisement. The background the women are in are plain white as to not take away any attention from them. Nike checks have also been noticeably placed in each panel the women are in as if to say women don’t only have to be strong in a physical sense while also unconsciously functioning as a way to promote Nike as a brand. Nike’s trademark “Just Do It” slogan, found at the top right of the ad, is also there as a way of telling women to go out and be the leaders that America needs. Lastly, there is text found on the advertisement that says, “Don't love me for my body--love me for me”, which is there to reiterate my statement I made previously; women should be loved based on their inner self rather than their outer…
- 1044 Words
- 5 Pages
Good Essays -
| In this commercial we can analyze, how women are portrayed by the media. In regards to this advertisement, women are shown as “domestic” house working females.…
- 376 Words
- 2 Pages
Satisfactory Essays