The purpose of this term paper is to analyze the portrayal of women in print advertisement over the last sixty years to represent changes in the depiction of females over this period. This topic is of interest since mass media plays an important role in our society today and it can be considered as one of the major agents of socialization. Consequently, gender stereotypes presented in advertisement influence the way we think men and women shall be. However, since the role of women has changed dramatically over the last decades due to feminist movements, it will be of interest if these social changes have been depicted in advertisement as well. In particular, it is assumed that the portrayal of women in advertisement has been shifting from an overt, traditional stereotypical portrayal of women as housewives or highly dependent on men to a slightly more subtle stereotypical portrayal of women as decorative, sexy, and using facial expressions and body positions to demonstrate subordination and weakness.
To prove this hypothesis this term paper will first compare past studies focusing on the stereotypical depiction of females in advertisement. For this purpose two studies were considered most important: These were Courtney and Lockeretz quantitative print magazine analysis covering the year 1970, and Erving Goffman’s selective print magazine analysis published in 1979. Furthermore, there are many relating and follow-up studies that are based on the coding schemes used in these two analyses which provide the possibility to show changes over time. Afterwards, the second part will be more practical, examining portrayals of women in example print advertisements. To be able to provide a consecutive and meaningful depiction of the changes, advertisements of two companies from different years were chose to be analyzed.
Inhaltsverzeichnis (Table of Contents)
- 1. Introduction
- 2. Theoretical Part: The Portrayal of Women in Print Advertisement over the last 60 years
- 2.1. Courtney and Lockeretz' Pioneer Study and Follow-Up Studies
- 2.2. Goffman's "Gender Advertisements” and Follow-Up Studies
- 3. Practical Part: Analysis of the Changes of Stereotypical Portrayals of Women in Example Advertisements
- 3.1. Van Heusen Advertisements from 1951 to 2012
- 3.2. Coca-Cola Advertisements from 1954 to 2002
- 4. Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This term paper aims to analyze the portrayal of women in print advertisements over the last sixty years to identify changes in their depiction. The study explores how mass media, particularly advertising, influences societal perceptions of gender roles and whether these portrayals reflect the significant social changes experienced by women during this period. The paper hypothesizes a shift from overtly stereotypical depictions of women as housewives to subtler portrayals emphasizing their decorative and sexualized roles.
- The evolution of gender stereotypes in advertising over time.
- The impact of feminist movements on the representation of women in advertising.
- The analysis of quantitative and qualitative studies on gender portrayals in advertising.
- The comparison of specific advertising campaigns across different decades.
- The persistence of gender stereotypes despite societal changes.
Zusammenfassung der Kapitel (Chapter Summaries)
1. Introduction: This introductory chapter sets the stage for the term paper by outlining its objective: to analyze the portrayal of women in print advertisements over the past sixty years and how these portrayals have changed. It emphasizes the significant role of mass media as an agent of socialization and the influence of advertising on gender stereotypes. The chapter introduces the hypothesis that the portrayal of women has shifted from overt traditional stereotypes to more subtle yet still stereotypical representations. The methodology is briefly described, focusing on the comparison of past studies, particularly those by Courtney and Lockeretz and Erving Goffman, and the analysis of example advertisements from two companies across several decades.
2. Theoretical Part: The Portrayal of Women in Print Advertisement over the past 60 Years: This chapter examines the societal shifts in women's roles and status, particularly those influenced by feminist movements. It highlights the persistent impact of gender stereotypes in advertising, despite these societal changes. The chapter emphasizes the media's role in reinforcing or challenging these stereotypes and its influence on audience perceptions. It lays the groundwork for the subsequent analysis of specific studies and advertisements by examining the broader context of evolving gender roles and their representation in advertising.
2.1. Courtney and Lockeretz' Pioneer Study and Follow-Up Studies: This section delves into the seminal work of Courtney and Lockeretz, analyzing their 1970 study of gender portrayals in print advertisements. It compares their findings—such as the confinement of women to domestic roles and low-income jobs—with subsequent studies to track changes in representation over time. The chapter explores the trends of decreased portrayals of women in family settings alongside an increase in their depiction in decorative and sexually alluring poses. It analyzes the “sex sells” strategy in advertising and explores the complex relationship between women's newfound sexual freedom and their objectification in media. The increasing prevalence of women in decorative roles and the decreasing depiction of women in demure clothing is discussed in the context of societal shifts and advertising strategies.
Frequently Asked Questions: Analysis of the Portrayal of Women in Print Advertisements
What is the main topic of this term paper?
This term paper analyzes the portrayal of women in print advertisements over the last sixty years, examining how their depiction has changed and the influence of mass media on societal perceptions of gender roles.
What are the key objectives of this study?
The study aims to identify changes in the portrayal of women in advertisements, explore the impact of mass media on gender role perceptions, analyze both quantitative and qualitative studies on gender portrayals in advertising, compare specific advertising campaigns across different decades, and assess the persistence of gender stereotypes despite societal changes.
What is the hypothesis of the study?
The paper hypothesizes a shift from overtly stereotypical depictions of women as housewives to subtler portrayals emphasizing their decorative and sexualized roles.
Which theoretical frameworks are used in this paper?
The paper draws upon the work of Courtney and Lockeretz (their pioneer study and follow-up research) and Erving Goffman's "Gender Advertisements," along with subsequent studies building upon their work. These frameworks provide a lens for analyzing the evolution of gender stereotypes in advertising.
What specific advertisements are analyzed?
The practical part of the paper analyzes Van Heusen advertisements from 1951 to 2012 and Coca-Cola advertisements from 1954 to 2002 as case studies to illustrate the changes (or lack thereof) in the portrayal of women over time.
How does the paper address the impact of feminist movements?
The paper explores the impact of feminist movements on the representation of women in advertising, examining whether and how these movements influenced changes in stereotypical portrayals.
What are the key themes explored in the paper?
Key themes include the evolution of gender stereotypes in advertising, the influence of feminist movements, the analysis of quantitative and qualitative studies, the comparison of advertising campaigns across different decades, and the persistence of gender stereotypes despite societal changes.
What is covered in Chapter 1 (Introduction)?
Chapter 1 sets the stage for the paper, outlining its objective, highlighting the role of mass media in shaping gender stereotypes, and introducing the hypothesis and methodology.
What is covered in Chapter 2 (Theoretical Part)?
Chapter 2 examines societal shifts in women's roles and status, emphasizing the persistent impact of gender stereotypes in advertising despite these changes and the media's role in reinforcing or challenging these stereotypes.
What is covered in Chapter 2.1 (Courtney and Lockeretz's Study)?
Chapter 2.1 delves into the seminal work of Courtney and Lockeretz, comparing their findings on gender portrayals in advertising with subsequent studies to track changes in representation over time. It discusses the "sex sells" strategy and the complex relationship between women's sexual freedom and objectification in media.
What is covered in Chapter 2.2 (Goffman's "Gender Advertisements")?
While not explicitly detailed in the provided summary, this section would likely analyze Goffman's work on gender portrayal in advertisements and compare his findings with other studies and the case studies of specific advertisement campaigns.
What is covered in Chapter 3 (Practical Part)?
Chapter 3 analyzes specific advertisements from Van Heusen and Coca-Cola across several decades to provide concrete examples illustrating the changes (or lack thereof) in the portrayal of women in advertising.
What is covered in Chapter 4 (Conclusion)?
The provided summary does not include details about the Conclusion chapter, but it would likely summarize the key findings, discuss limitations of the study, and offer potential avenues for future research.
- Quote paper
- Stephanie Desoye (Author), 2014, The Changing Portrayal of Women in Advertisement over the last Sixty Years. “Show her it’s a man’s world”, Munich, GRIN Verlag, https://www.grin.com/document/1000983
