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Depiction of Women in advertisements Argument
Depiction of Women in advertisements: Argument
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Introduction
Images of women in have been utilized in advertisements for a long time, since the beginning of making advertisements. During 19th century, images of women were rampant in ads for salons, posters, tobacco ads and signs. The use of attractive images of beautiful women was hailed as a major driver for increased sales in businesses (Zhang, Miller & Harrison, 2008). Since then, women images have continued to be used today to advertise various products and services. However, the depiction of women in advertisements has been criticized by feminists and advocates of women’s rights. Among other reasons, they have cited that the use of images of women in advertisements constitute cultural abuse. The most criticized aspect in the use of images of women in advertisement is issue of objectification or the portrayal of women as objects. Despite criticism advanced by feminists, another section of the society has defended the portrayal of women in advertisements. This paper seeks presents the two opposing perspectives in the society regarding the portrayal of women in advertisements. While I support the views held by both groups, I conclude by giving some possible solutions to the issue.
Discussion
The portrayal of women in advertisements has been widely discussed over the past decades (Cohen, 2010). The interest in the issue was sparked by the women’s movement that was established in 1960s. Feminists who have conducted studies on the issue have categorized women according to various roles that they play in the advertisements. Ferguson, Kreshel, and Tinkham (as cited in Cohen, 2010) categorized women into decorative element, housewife, dependent on men and sex object. Lysonski categorized them into sex object, neutral, career oriented and physical attractiveness (Cohen, 2010). Mayne described women in advertisements as alluring objects of sexual gratification (Cohen, 2010). Generally, the above researchers have criticized the portrayal of women in advertisements, arguing that the advertisements have a detrimental impact on culture. To start with, the feminists have demonstrated that the advertisements lead to unrealistic expectation among men regarding how women should behave. This leads to erosion of traditional understanding of women in the society. Secondly, the researchers have argued that the portrayal of women can lead to psychological disorders on the parties involved, such as bulimia, anorexia, and body dysphormic disorder. According to the feminists, the stereotyping of the women who are portrayed in the advertisements or the media may lead to mass stereotyping and in turn, this may lead to loss of societal opportunities for women who fit those stereotypes (Cohen, 2010).
According to Cohen (2010), there is tendency for advertisers to use attractive or beautiful women in the advertisements. The feminists have argued that such advertisements may affect the average women who may feel that they are less appealing, loess beautiful and less attractive in compariosopn with the women who are portrayed in the advertisements. Those who have opposed depiction of women in advertisements have expressed concerns that the the increasingly coercive nature iof the appeal for sexualized advertisements may cause harm in the society. Critics of the issue have tried to show that the advertisements may lead to erosion of cultural values, leading ti increase in acceptance and likelihood of sexual violence. The feminists argue that advertisements portraying women tend to make sex commercial, exploitation and commercial. As a result, girls exposed to such advertisements tend to become sexually aggressive and to experiment sex at earlier ages. Gruber and Grube (Saad, 2007). notes that as a result of increased sexually objectified portrayals of women in advertisements in the United States, the rate of pregnancy among girls aged between 15 and 17 is significantly higher than in other industrialized nations.
On the other hand, onother section in the society has defended the portrayal of women in the media. Gallup & Robinson for instance, defends the depiction of women in tem media, arguing that the nature of imergery that is often use in presenting women usually corresponds to the interests of consumers (Gruber and Grube (Saad, 2007). Gallup & Robinson, argues that advertisers are always keen to respond to the needs and interests of consumners. For instance, where blonde women are represented in advertisements, it is highly likely that they appeal to a greater percentage of audience. Similarly, in firms and advertisements where thinner woinmen are over-represented, it means that a greater percentage of people in the targeted society identify with thin people. Gallup & Robinso found that the use of images of nude women has been one of th moost effective strategies in marketing that has in most cases resulte to above-average aoutcomes (Frith, K., Shaw, P. & Cheng, H. (2005). The critics of the feminist movements argue that some of the assumptions made by the feminists regarding objectification are flawed. For instance, Camille Paglia argues that “Turning people into sex objects is one of the specialties of our species.” Other researchers have found opposing findings to the suggestions made by feminists (Frith, K., Shaw, P. & Cheng, H. (2005). For instance, Berl Kutchinsky found that aftet pornography pictures and firlms were legalized in Denmark, there was no signifivcant increase in the number ogf people involved in sex crimes (Frith, K., Shaw, P. & Cheng, H. (2005). Many other studies have been conducted which have supported the conclusion made by Berl Kutchinsky. Some social conservatists have agreed with some of the views advanced by fenminists. Although Milton Diamond criticized the issue advanced by fem, monists about objectifivcation, he found that reduction in exposure of the society to sexually explicit material led to a significant decrease in cases of child sexual abuse. Some conservatisys who have soupoortted the view of feminists have argued that te increase in sexualobjectification of women in Western Nations is a cause of sexual revolution. Such consrvatists as Wendy Shalit suggest that the problem can only b solved if the society can go back to the pre-sexual revolution standards of sexual morality (Frith, K., Shaw, P. & Cheng, H. (2005)..
Conclusion
In conclusion, it is clear that the use of images of women in advertisements has various implications in the society. As the feminists argue, the advertisements tend to erode the way women are understood traditionally in the society. It cannot be ruled out that this has resulted in increase of some controversial sexual behaviours, such as child sexual abuse and engagement in sexual activities among people who are below the age of maturiry. At the same time, it cannot be ruled out that the advertisements have a positive impact in facilitating consumption of products and services in the society, as argued by conservatists. An important thing to note here is the fact that increase in objectification of women is ine of the key results of sexual revolution in the society, a force that can be difficult to deal with. I support both perspectives but in my view, more solid solutions may be required to solve the issue, other than protesting against it. One of the possible solution is to explain to women in the society that the advertisements do not reflect reality. This can make women les affected or offended by them. Secondly, advertisers should assume some moral responsibility and be more cautiopus when disseminating images of women to be consumed by the public.
References
Cohen, C. J. (2010). Democracy Remixed. Oxford; New York, N.Y.: Oxford University Press,
2010,
Frith, K., Shaw, P. & Cheng, H. (2005). The Construction of Beauty: A Cross-Cultural Analysis
of Women’s Magazine Advertising. Journal of Communication 55 (1), 56–70
Saad, G. (2007). The evolutionary bases of consumption, New York (NY): Routledge,
Zhang, Y.; Miller, L. E. & Harrison, K. (2008). The relationship between exposure to sexual
music videos and young adults’ sexual attitudes. Journal of Broadcasting & Electronic Media, 52 (3): pp. 368-38
Cover Page for the Magazine that Targets Male Youths
Cover Page for the Magazine that Targets Male Youths
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Cover Page for the Magazine that Targets Male Youths
Target Market
The magazine targets young male readers. This category of consumers is interested in relatively cheaper or free products and services, probably because they have not accumulated substantial wealth (Das, 2012). As young people, male youths engage in certain activities that differ from those of their female counterparts. Moreover, male youths are interested in acquiring products and services that other male people in their communities utilize. Further, male youths have relatively limited time to spend while making purchases. Moreover, teenage males are very active and physically strong individuals who are at the stage of establishing their identities and social positions in their communities. As male persons in their communities, youth males are identifying and assuming their gender roles as dictated by their communities.
Furthermore, youths comprise individuals that are at the transitioning position between adulthood and infancy. As such, they are trying to establish and strengthen their position as they enter their adulthood stages. Moreover, youths tend to be more willing and ready to spend their funds on products and services that suit their demands and expectations. Still, male youths are ambitious individuals who would explore virtually every available opportunity as they strive to develop a better understanding of the world. Also, male youths are interested in the outlook of their target products, probably because they perceive that good-looking products are quality items. Still, youths are individuals who tend to be interested in trending products and services, especially because their fellow teenagers are embracing them. Nevertheless, people who are treated as youths tend to vary from one country to the other. However, youths could comprise individuals aged between 12 and 35 years old. Hence, the magazine targets a market segment comprising young, energetic, and ambitious male individuals who are trying to establish and embrace their gender roles.
Issues Related to Gender Identity among Young Male Persons
Male teenagers exhibit certain characteristics and behaviors due to the effects of gender identity and gender roles (Kimmel, 2000). Different groups of people in varied communities across the globe tend to handle certain roles and exhibit particular behaviors that are defined by their sexes. Precisely, male and female persons have different roles and demonstrate varying behaviors. For example, female persons handle household and child-caring duties while remaining submissive to their male counterparts (Kimmel, 2000).
According to the theory of masculinity, male individuals endeavor to remain superior in their communities by embracing certain aspects that could entail participation in particular activities and wearing certain types of clothing (Connell & Messerschmidt, 2005). Moreover, the concept of masculinity significantly influences the behaviors of young male individuals by dictating what defines a male person. For instance, male persons tend to be more aggressive, courageous, risk-takers, and autonomous (Morrell, Lindström & Ruxton, 2005). As such, male people could engage in activities that entail some degree of violence and aggression, as well as those that demand high-levels of risk-taking.
Even so, many male youths are interested in events that demonstrate creativity and innovation as they strive to express their capability to take risks and engage in practices with high levels of uncertainty. Since male people believe that they are superior to their female counterparts, they always strive to take the lead in engaging in events that are perceived to be very risky and demanding. Additionally, male persons tend to be more authoritative and autonomous. Since male persons believe that they have superior capacities compared to their female counterparts, they always demonstrate authoritative behaviors.
The Relevance of the Elements of Visual Design Used
The magazine’s cover page relies on specific elements of visual design to attract the attention of young male consumers. First, the inclusion of the bolded phrase War Game plays a vital role in attracting the attention of the target market. Since violent games act as one of the common types of games among young male persons, the target market would develop a significant interest in the magazine upon noticing that it covers aspects relating to such types of games. Precisely, war games present hostility and aggression that exist in scenes of war. Since young male persons perceive that they are tough and strong, they are interested in games, especially video games that cover aspects of aggression and wars (Jansz, 2005). Fortunately, the term war occurs more than once in the magazine’s cover page to increase the chances of being noticed by the target audiences. That is, the term war is present in Warbirds and War Games. Therefore, the magazine’s cover page depends on words that are highly relevant to the target market.
Secondly, the magazine’s cover page depends on a combination of different colors, fonts, and images to attain an attractive look. More youths would purchase the attractive and good-looking magazine because they would like to look good Shimpi and Sinha (2012). Even so, the use of images of aircraft and certain words renders the magazine more attractive to the male youths as opposed to their female counterparts. In brief, male teenagers are interested in particular types of toys, materials, and activities that entail cars, planes, and other entities that demand more mechanical and physical efforts. Still, the cover page presents an image in a naturally-looking situation. That is, it presents a scene that looks like an airport with clear distinctions between the skies, vegetation, and the ground. Thus, the cover page looks attractive to the target market.
Moreover, the cover page depends on appropriate images and phrases that suggest the use of relatively high levels of creativity, innovation, skills, and knowledge. As masculinity forces male persons to believe that they are more superior than their female counterparts, male youths could like to be associated with practices that are perceived to be more challenging. Besides, the image of an aircraft signifies practices that demand high levels of knowledge and skills. For instance, society treats a pilot or engineer that handles a plane as a superior person. Accordingly, many communities claim that such types of jobs should be handled by male people only as part of gender roles.
Additionally, the magazine’s cover page uses well-structured and highly-conspicuous phrases about elements that demand risk-taking to be attained. Specifically, the Next Level Realism, The Future of 3D Printing and Build your own Lockheed U-2 act as the most common yet well developed and presented phrases suggesting practices that entail high levels of risks. Since male youths would like to engage in events that involve high risks, unlike their female counterparts, they would probably be interested in the magazine.
References
Connell, R. W., & Messerschmidt, J. W. (2005). Hegemonic masculinity: Rethinking the concept. Gender & society, 19(6), 829-859.Das, D. (2012). An empirical study of factors influencing buying behaviour of youth consumers towards mobile hand sets: A case study in coastal distrcts of Odisha. Asian Journal of Research in Business Economics and Management, 2(4), 68-82.
Jansz, J. (2005). The emotional appeal of violent video games for adolescent males. Communication theory, 15(3), 219-241.Kimmel, M. S. (2000). The gendered society. Oxford University Press, USA.
Morrell, L. J., Lindström, J., & Ruxton, G. D. (2005). Why are small males aggressive?. Proceedings of the Royal Society B: Biological Sciences, 272(1569), 1235-1241.
Shimpi, S. S., & Sinha, D. K. (2012). A factor analysis on attitude characteristics of consumer buying behaviour for male cosmetics products in Pune City. International Journal of Marketing, Financial Services and Management Research, 1(11), 78-88.
Departmentalization in organization
Case 16.1
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The case gives an overview of the characteristics that ideal organization setting should possess and the advantages arising from these qualities. In an organization with a vibrant atmosphere and with a listening manager, workers are always motivated, wish to work harder, have trust to one another and are proud of their jobs. This will enable organizations to be successful in the future as well as achieve their goals.
Case 16.1 represents functional departmentalization that happens to be one form of departmentalization. Departmentalization is the process of grouping jobs so that they can be coordinated easily. Activities that are interrelated are usually grouped together, and well-motivated and qualified personnel are delegated to head the department. Functional departmentalization is the process of grouping activities in accordance to their functions in the organization. Every organization is involved in the development of utilities that are in demand and archive the satisfaction of customers. The basic functions in an organization are producing, selling and financing. When an organization fails to observe these functions, then there is a possibility that success will not be attained in the organization (Ivancevich et al, 2013).
These divisions are, therefore, considered as fundamentals in the success of every organization. As the scale of production grows, there will be a need to increase the degree of specialization on these basic departments. This will solve the complex problems in the organization. Departmentalization by functions makes use of specialization bringing its advantages in the economic operations of the organization. This tool can be beneficial in managing and facilitating coordination within the enterprise. Departmentalization by functions utilizes the physical facilities and also minimizes the use of money and time wastage. Functional departments play a major role in the management of any enterprise. Efficient management leads to the success of every organization. Functional departments, therefore, should be encouraged in every organization for maximum productivity of the enterprise (Ivancevich et al, 2013).
References
Ivancevich, J. M., Konopaske, R. & Matteson, M. (2013). Organizational behavior and management. New York: McGraw-Hill Companies, Inc.