Representation Of Women In The Media Analysis

Ellie Gittings
Ripon Grammar School
GCSE 2010 Media

Why are women and womanhood such a universal theme in advertising?

Women have a huge hold in the media with a large number of adverts being based around women , after browsing many adverts, the amount of adverts using women was a lot more than I initially expected there would be. With the power that these woman have in the adverts trying to change and shape the nation could these images be potentially damaging to the female readers and younger female children growing up with these images of women being portrayed as perfection and how every woman should be. Is this media influencing women by controlling the image of what beauty should be in out society which is controlled by media?
So what makes women so desirable and used to target both sexes, maybe the sex appeal attracts the men and the desirability attracts women. The use of women in the media does sometimes attract the negative side of media with people claiming some images are women are exploitative and degrading to women and damaging to the readers, there is no doubt that women are too frequently used as a sexual means to sell a product it is a worry that most of the women in the adverts are dressed rather provocatively and not really wearing a great deal, is there a real need for this, is this to attract attention because most people would look twice at an attractive girl bearing a lot of flesh. Men do have more control in the media so it seems a man does not have to be a perfect physical specimen yet they are still being portrayed as strong controlling and powerful, whilst I was browsing many adverts I found no adverts where women are the strong sex or in control its as if they are only allowed to look pretty and not have any sense of control. To me this is very old fashioned way in which women are perceived to look pretty, have no control and be overpowered by men. After years of hundreds of women standing up for their rights, fighting to be
This advert is not very sexual, yes there are two very attractive girls baring some flesh but they are in summery clothes, so I don't see a problem or think the flesh bared is for means eyes. The product is a moisturiser so there is no doubt skin will be on show, soft, supple and silky skin is needed to be seen in order to sell the product. I think this advert is a good way in which the use of women is used, its not sexy so young girls will not try to look sexy far to young, it is a happy and fun image very bright and cheerful. This image is definitely not damaging to women and womanhood, young girls reading this may want to be like the models but what is wrong with smiling and having fun with your friends, nothing I think this company has approached this product and advertising it in a great way with a slogan saying 'Let your body smile' which I feel is a great way to remember to product through something as easy as smiling and not sex like most products are sold. Also at on the advert another slogan reads 'Beauty is full of life' this put another spin on what most people would class as beauty being only are what you can see but this says beauty is not what you see