Representation of Gender in Advertising - Literature review Example

Advertisement Name Course Institution Instructor Date Question 4: By focusing on particular examples, discuss and evaluate the way in which the representation of gender in advertising is changing, as well as pointing to possible ways in which consumers are engaging with such copy and imagery. You may wish to concentrate on either male/ female/ gay representation or mode of address, product type and gender, or on how consumers have responded to (both negatively and positively) the ads. Again, don’t be afraid to discuss the regulatory environment (Cheng & Chan, 2009).  With the rise of the new consumers especially women, the advertising establishment has been seen to rise from complete reliance on old ways of doing things. Many advertisement agents are treading, to keep up with the changes to do with consumer behavior. Among those changing are men, and like women before them, the changes which are primarily led by women have seen men fall victim to the same things that befell women, that is objectification and exploitation (Jamieson & Romer, 2008). It is with this that this paper seeks to show how gender changes come by; and what effects these changes caused and with this accompany adverts as evidence. The role of both man and woman has evolved with time. This shift has majorly been as a result of the rise of the woman from her former place to a new place; and as a result this shift, has forced the hand of the marketers to adapt this new image of the man and woman to their advertising in order to connect with today’s audience (Reichert & Lambiase, 2003). As we know women are no longer left at home to cook and wait to be provided for. Instead today’s women are working class and like men in some cases they make as much or more. This has opened doors for a new buyer who no longer relies on men for her survival. In consequence the man is seen to have to create room at the forefront for the purchasing woman. According toPatterson and Elliott (2002) this has had the marketers reposition the man not just as provider but also a companion to the woman instead of just a mare caregiver as it is in the case of the past. To fully come to grasp with the changes in the present, Pope, Philips and Olivardia (2000) states that it is prudent to look back in the past and see how they placed the man stereotype. Women had little role in comparison back in the 120th century. Mostly it’s because a woman was simply a wife, caregiver, housekeeper, moral guide and a mother who was always waiting for her husband to come back home. This was the direct opposite of what the men were attributed to. Men were seen as strong, vulgar, providers, daring and loving husbands always going home to their loving wife and child. These stereotypes shaped the form of which the adverts were presented in especially of the male. This was so because the man was the worker and thus he was the one with the money and though the woman was herself also playing it was mostly presented in a manner that was of seducer portrayed to push men to buy and not women (Patterson & Elliott 2002). Cultural changes that are not just driven by the change in the roles of the women have also participated in the changes of male adverts Pope et al. (2000) this has as a result opened a new opportunity for marketers to push the male image to other extremes. This is all basically in the direction of the modern consumer. Advertising agencies have had to recreate constantly their vocabularies so as to effectively manage to push for particular consumption practices. These practices which are largely symbolic are designed showing the new limits that go beyond the traditional look of male advertising. Keeping with this, Schroder, Drainer, Kline and Murray (2003) adds that the male body is now pushed to other dimensions to keep up with the current consumer. To do this the advertisement agencies have resulted in pushing the modern male advertiser to view himself more and more as a site of identity management. This means the male is presented to represent the modern consumer with the aim of creating a consumer culture. Advertisers are now going as far as using the male body not only to attract other men but also to reach out to the modern feminine consumer. This new look of the male character in advertisement is a moving away from the stereotypical gaze where masculinity presented babes, beer, cigarette and brawn It is however with great empathy that one would look at today’s rise of masculinity. This is so because even in todays advanced form of civilization. The advertising establishment has not been able to remove all stereotypes. Pope et al. (2000) observes that there seems to be less motivation to change and even in the cases where change has been it has been forced by the consumer. But what is of most concern, when the change happen, it still in a way pushes man back up; this is even in situations where women would play a better role. For example some car companies still see the woman as the family representative and in cases where they want to sell a van they would consult a woman symbol, but when coming up with the new more vital models, these companies are seen to stick with men who they supply with the babe factor. With the aim of create a balance by making the man more visible, with the woman beside him or another old stereo type, with the woman standing behind him looking on, in a manner of seductive appreciation (Terlutter et al. 2010). Despite all the visible changes seen in today’s masculinity geared adverts,Schroder et al (2003) observes that advertising agents still rely heavily on the past stereotypes. This is so because these stereotypes are usually already known to work. With this as a factor the advertising agents, show reluctance in deviating to far from the norm in hope to maintain a balance. Keeping with this Gulas and McKeage (2000) state that the main reason to this lack of interest in visible deviation is largely as a result of the need to reach a large diverse mass which is largely already well embedded on the stereotypes of the past and thus it would be more rewarding to build on those ideologies. Looking what has really happened to the way men are portrayed in adverts today, Gulas and McKeage (2000) points out there isn’t that much change, instead it would be said for the male the message has become more aggressive. In the past while men could do with being symbols of masculinity after the rise of the women, strength cannot be relied upon but a magnified kind of male abilities symbolized by half naked men who are well trained so that their bodies now represent success and vitalization. This objectification and exploitation of the male figure is as similar to the word as to the action as it was forty years with the woman; Hellmich, (2000) adds Today the modern magazine is over saturated with lean muscular men, a deviation from the giant body builders of the past in male magazines. Pope et al. (2000) point out that it is surprising to note how little has been invested in consumer research regarding to this subject. But with the little that can be found the increased bombardment of the male with images of stereocrypted images have similar results with those observed with women. Men who are more aware of these images express a need to rise to this standard. However for most self esteem is seen to suffer equally fewer men can perceive themselves as attractive and a majority have an image of what they consider to be perfect . Just us it was with women back when they were seen to be more like objects. Today’s men are showing the same side effect like symptoms which has born a new group of men who put a lot of unnecessary emphasis on fashion and looks in hope to rise to the set standard. While today’s adverts may seem to have significant effect on the male of today. According to Patterson and Elliott (2002) the heterosexual men of the eighties were seen to be repulsed by this new representation of the male figure. Most heterosexuals associated this imagery with homosexuality deeming it not only repulsive but also demeaning to their status. This was seen to affect the products associated with products on this line. Patterson and Elliott (2002) concludes; while men cannot be easily classified like women in terms of like or dislike, current studies show a good majority of men still view adverts depicting the femininity of men a disturbing. Moving closer to men one with ease realizes the conflict arising. Men are caught between making a choice on their social status as men and sexuality. This choice of identity while creating problems for the man is advanced by the way women are portrayed with the aim of targeting men. This heterosexual approach only makes it even harder for the men and as a result men are left in the middle hating the homosexuality for those who are not homosexuals while on the other hand working hard to acquire the images on view (Gulas & McKeage, 2000). Keeping with this discussion, Schroder et al. (2003) adds that this confusion of the male must have been a contributor to the rise of the metro-sexual. These were men who were not necessarily into homosexuality but still they cared about how they looked and as a result they spend considerable time in making sure they are fashionable and to standards set for them by the market. This new group is not concerned about traditions or perceptions. And as a result Pope et al, (2000) observes that there have significant rises of adverts targeting this section. A good example of a commercial targeting the metro-sexual man of today is an advert by Dove Men line. This advert is aimed at a man who no longer cares of what the custom or tradition states on matters of masculinity. In this advert the man is shown in a shower showing a simple hair toss, this is in favor of the representation of beauty in every aspect. Such men like this are seen more confident in purchasing products that were considered feminine by men in the past. This has opened a new opportunity for new brands on beauty category targeted to men who are more concerned of the own physical wellbeing. While you may think this is the end Patterson and Elliott (2002).concludes that this change on men is not a subtraction of the old man but instead it’s an addition to a long array to other things that men of today seek to sustain their looks. Another example that depicts this new form of male consumers is Dockers (Cronin, 2000). In this advertisement men are seen saying, “I wear no pants.” What come through, are men who together are seen to universally be proud not to be wearing pants. This commentary brings forth another kind of man identity far from the expectation of the society. The advert goes even further to say “go naked! Wear a skirt!” and ends with “time to wear the pants” here it is easy to note the mixed message. The reintroduction of the pants is a way to keep with the stereotypes; while they “wear no pants” call is a pull in a more courageous man ready to shun the norm. Keeping with this Dodge also manages to pull through the change and the past together in away showing a new kind of masculinity. In its super bowl commercial dodge presents a situation where men are pushed to concede many endless things to their girlfriend, but when she asks for the dodge charger she is told “NO” he declares the Charger is for him and he cannot compromise. Gauntlett (2002) this commercial resembles today in that it connects the modern man to the countless concessions’ he has to keep up with but again maintains there is a limit to this. Another commercial that portrays this struggle of gender is seen in FloTV commercial. A girlfriend is seen to remove his spine and the she goes ahead to effeminize him by simply making him sniff a lilac and force him to wear a skirt. While it is possible to define this as just commercial it is important to note this is also a reflection of the current world we live in and the advert is just a reflection. Perhaps when women will have fully claimed their position in the world as equal partners the commercials will be more equitable by creating a compromise where the feminine meets the masculine on an equal platform. References Cheng H. & Chan K. (2009). Advertising and Chinese society: impacts and issues. Frederiksberg, Denmark Portland, OR: Copenhagen Business School Press Distribution, International Specialized Book Services. Cronin A. (2000). Advertising and consumer citizenship gender, images, and rights. London: Routledge. Gauntlette D. (2002). Media, gender, and identity: an introduction. London New York: Routledge. Gulas S. & McKeage K. (2000) Extending social comparison: an examination of Uie unintended consequence of idealized advertising imagery. Journal of Advertising. Gupta O. (2005). 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Wiesbaden: Gabler Verlag / GWV Fachverlage, Wiesbaden. Read More