Statement of Purpose:
- To make people aware of the negative influences that advertisements have on members of society.
- Advertisements can lead to individuals developing negative self-concepts about their bodies. This may lead to men adapting and adhering to hypermasculinity, and women striving to become society’s idea of feminity.
These ads may use slightly different advertising techniques, but they are sending the same message to viewers. Even over 50 years later, advertisements geared toward men are suggesting an ideal masculine body. "A skinny man hasn't a chance" and a woman trading her husband for a professional athlete because he refused to use a product geared toward creating muscular fit bodies is conveying the same idea. If a man wants to fit society's idea of masculine, he needs to have muscles worth noticing.
|
Both of these advertisements portray women in socially constructed gender roles. Whether the women are excited about receiving an appliance for household chores or actually doing the chores, these ads are sending a message to women that they should want and this is what they should do. Sadly, the large year gap has only changed one thing and that's how much clothing the women are wearing. As gender roles continue to be present, so do the increasing amounts of advertisements where women's bodies are degraded.
|