Blog 6

Blog #6

Gender stereotypes are prominent throughout advertising history and still exist today.  One particular issue surrounding gender stereotyping is the continual use of the weak, passive, subservient female.  Females in advertising are also often stereotyped as objects, pretty things to look at without much beneath the surface.  Even if some strength is presented, it usually is in regards to a sexual/sensual way.

One way this stereotypical female is expressed is through her contrast with the stereotypical male.  The stereotypical male is often shown as dominant, empowered, and in control.  Males are often positioned in strong poses that enunciate their presence.  Females are usually shown submitting themselves to the males or are sexually enticing them. They are there to serve.  An example comes from the Dolce & Gabbana ad seen in class, which depicted a women lying on the ground while a group of men stood over her.

Examples of how female characters in advertisements are stereotyped as sex objects comes from Amanda Scherker’s article in The Huffington Post, titled “14 Times Women Were Sexed Up for Absolutely No Logical Reason” (2014).  In the article, such images include a sexed up female green M&M, striking a curvy pose on the ground.  She does not look the audience in the eye but instead gives a flirty look to the side.  Here, the female is literally an inanimate object is come to life, and of course has to be given a sensual flare.  Scherker also says at the beginning of the article, “Often, when images of women's bodies are used to sell products -- from cars and candy to children's toys -- it's not only offensive, but it also makes absolutely no sense” (2014, paragraph 2).  Another example in the article is an image in Details Magazine, 2009, where a naked woman is shown in the ground on all fours, like an animal, with shoes and accessories hanging off of her like she’s a piece of furniture.  She is submissive and subservient and sensual.  Her face is not even shown as all that matters in the image is her body.  Yet another example in the article is a Miller Coors ad that depicts beer in the shape of a curvy woman once again in a sexual pose: chest and butt thrust prominently out, with a short skirt riding up her thighs.

Another example is the 2015 Carl’s Jr. Super Bowl commercial that featured a nearly naked woman being ogling by men while she talks smoothly about all natural…burger.  The commercial essentially compares the woman’s body to a burger.  She is simply there to be consumed by men.  This is a very recent example of female stereotyping and shows that such objectifying of women still continues to exist.

ABC News video:

These images are a too common advertising ploy playing off of the female stereotype, where women are too easily and acceptably made into objects.  No matter the intention, this portrayal of females through advertising affects how people of all genders view and act towards women.  It affects behavior and perception in a negative way and does not help people who are trying to escape such stereotypes and stand for themselves without such judgments.

References

ABC NEWS [Video file]. (2015, January 22).  Charlotte McKinney in Carl’s Jr. Super

Bowl Ad Cooks Up Controversy.  Retrieved from https://www.youtube.com/watch?v=gVWBB60ykAA

Scherker, Amanda. (2014, September 17). 14 Times Women Were Sexed Up for

Absolutely No Logical Reason.  The Huffington Post.  Retrieved from http://www.huffingtonpost.com/2014/09/17/women-sexist-media_n_5792960.html