A Comparative Essay Looking at the Representation of Woman (Men) in Print and Television Advertising

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A Comparative Essay looking at the Representation of Woman (Men) in Print and Television Advertising

Introduction
To be able to establish how woman are portrayed in advertising, I researched into a variety of print & television advertisements. I began to recognise and then establish the large variety of techniques that advertisers use to target women, I also analysed the ways in which women are depicted in advertisements. Advertisers use many techniques to target their core audiences, such as appealing to the emotional side of the audience, such as using cute teddy bears, small animals, flowers, romance. This does not appeal to men, who stereotypically have a more masculine and tough exterior. Weakness is a powerful tool for advertisers, as it can work in many different ways. For example, another weakness for women is their looks. By creating a new advert for foundation, mascara etc. they will use models that are very beautiful, edit any flaws, make them skinnier, so subliminally giving the message that if you buy this product, you can look like her. Nowadays in advertisements, women are just used for their face or body, the stereotypical big boobs, big bum, tiny waist, long hair. Not only does this appeal to women wanting to look better, it also appeals to men: using sex appeal, this is very degrading and disrespectful. Another technique for advertisers is the sloth technique, which offers ease and comfort. An example of that would be sofa adverts, which shows beautiful people lounging around on the sofas, looking very comfy and at ease, which makes people think, “Wow that could be me!”

This is a mid-shot, in a studio, staged to look like a kitchen. The product stands out as it is very big, bright white and is placed in front of the models, who are wearing black. The backdrop is an neutral grey colour, which helps all the props and people stand out. This is a mid-shot, in a studio, staged to look like a kitchen. The product stands out as it is very big, bright white and is placed in front of the models, who are wearing black. The backdrop is an neutral grey colour, which helps all the props and people stand out. This is an 1960’s advert for the “Kenwood chef”. This was reprinted in a men’s magazine last year. I believe the target audience is either housewives who want to improve their kitchen skills, or just make their husband happy. In the box in the corner, it reads “I’m giving my wife a Kenwood chef!” which could mean the target audience is also husbands. This is an 1960’s advert for the “Kenwood chef”. This was reprinted in a men’s magazine last year. I believe the target audience is either housewives who want to improve their kitchen skills, or just make their husband happy. In the box in the corner, it reads “I’m giving my wife a Kenwood chef!” which could mean the target audience is also husbands.

The woman is wearing nicely applied make up, and immaculately painted nails, which connotes she takes pride in her appearance, and her looks as well as her relationship is easy for other woman to envy and aspire to have. The woman is wearing nicely applied make up, and immaculately painted nails, which connotes she takes pride in her appearance, and her looks as well as her relationship is easy for other woman to envy and aspire to have.

The man is wearing a suit, which connotes a working man with a regular 9 – 5 jobs. It shows he is the sole provider, and without him his wife would be lost. He brings in all the money. The man is wearing a suit, which connotes a working man with a regular 9 – 5 jobs. It shows he is the sole provider, and without him his wife would be lost. He brings in all the money.

Her pose is very stereotypical, holding on to her man with a big smile and immaculate make up & nails. The man looks very smug, which says that he thinks he deserves this treatment from his wife. They are both making clear eye contact with the camera – which means when anyone looks at this...
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