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Roles of Women in Advertising

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Roles of Women in Advertising
UNIVERSITI TUNKU ABDUL RAHMAN
FACULTY OF ARTS AND SOCIAL SCIENCE
_____________________________________________________________________

BACHELOR OF COMMUNICATION (HONS)
PUBLIC RELATIONS

UAMG 1004 INTRODUCTION TO MASS COMMUNICATION

GROUP ASSIGNMENT I (20%)

GROUP3 3

TUTOR’S NAME : PN. RAFIDAH BINTI ABDUL RAZAK
TUTORIAL GROUP : T12

GROUP MEMBER : NO. | STUDENT NAME | STUDENT ID | 1. | HO SHU XIAN | 1206329 | 2. | LOH SI ZEN | 1107085 | 3. | LU KOK MAN | 1103515 | 4. | OOI YEONG HAN | 1206816 |

Introduction
Advertising is a form of communication for marketing used to encourage, persuade or manipulate an audience or (viewer, reader, listener; sometimes a specific group) to continue or take action in a certain product or services (What is advertising, 2013).
This study is to discuss the representation of women in advertising. Women have been portrayed stereotypically for centuries. There are many advertisement contain women in role such as babysitting ads, cooking’s product, as well as sex object in order to sell the product. In the early beginning, advertisements were shown to sell a product or services. However, time pass, advertisement started begin to objectify women and use women to sell product. This strategy used is to make the advertisement look good and get attention from viewer. Besides, an advertisement which strongly portray women has been proved that it create a greater attentiveness and effectiveness than a man did (Women’s role in advertisements, 2011).
According to research, men were portrayed as more autonomous than women. Men are far more likely to advertise alcohol, vehicles, or business products while women were found mostly in advertisements for domestic products (Women’s role in advertisements, 2011).
Men and women have different buying behaviors; for instance, take a wrist watch as an example. Women see watches as an accessory to match with their clothing, while man will buy it as a need, not a



References: A Close Reading of "She Wins" Skyy Vodka Advertisement. (n.d.). Retrieved July 9, 2013, from http://www.utm.utoronto.ca/~dwhite/101/12.html Anti-animal-captivity advertisement shot in Malaysia Amber Chia in tiger stripes. (2009). Retrieved July 11, 2013, from http://bodipaintingamazing.blogspot.com/2009/10/amber-chia-in-tiger-stripes.html Amber chia-tiger show, bikini for PETA (News) Amber stripes down for Peta’s anti-zoo campaign. (2009). Retrieved july 11, 2013, from http://www.thestar.com.my/story.aspx?file=%2f2009%2f10%2f25%2fnation%2f4974693&sec=nation Dewulf, B Felix, S. (2012). 18 ads that changed how we think about women. Retrieved June 6, 2013, from http://www.businessinsider.com/18-ads-that-changed-the-way-we-think-about-women-2012-10?op=1 Ford was ‘shocked’ by sexist poster ads in India, executive says Ford was ‘shocked’ by sexist poster ads in India, executive says. (2013). Retrieved July 9, 2013, from http://www.freemalaysiatoday.com/category/business/2013/03/29/ford-was-shocked-by-sexist-poster-ads-in-india-executive-says/ Harcup, T In U.S. men are shopping more than ever, while women are watching more tv. (2011). Retrieved july 8, 2013, from http://www.nielsen.com/us/en/newswire/2011/in-u-s-men-are-shopping-more-than-ever-while-women-are-watching-more-tv.html Karnes, L Liberal pluralist vs marxist (Hegemonic) approach. (2012). Retrieved July 12, 2013, from http://keithway.blogspot.com/ Mass media and society Rivera, A. (2010). Gender Representation in Advertisement. Retrieved June 7, 2013, from http://voices.yahoo.com/gender-representation-advertisement-7373938.html?cat=35 Sexism in Advertising Trends in Advertisements. (2011). Retrieved June 6, 2013, from http://womensroleinadvertisements.blogspot.com/ What is advertising

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