This essay aims to find out the typical characteristics of a female-centred advertisement and a male-centred advertisement, and how does advertisements usually brainwash audience practically to enhance their sales. Visuals would be mainly analysed and also texts occasionally, using the photographic art critique approach, i.e. to see how 'vision and visual images are expressions of power relations' by analysing how the audience see the images and how the producer exert the power of such way of seeing over the audience, and Michael Halliday’s Systemic Functional Grammar. The Revlon advertisement starring Halle Berry and Noah Mills and shot by Brian Bowen Smith, and the Stella Artois advertisement shot by Annie Leibovitz are chosen for the analysis, which both are found on the internet.
Gender representations in advertisements have been criticized as gender-biased and are utilized as a means for enhancing revenue of entrepreneurs. For example, beliefs such as "ageing is bad", "fat is bad", "body hair is bad", "natural body odour is bad" are promoted in advertisements so as to make the audience believe these are true. The companies can then successful increase sales such as anti-aging cosmetics, fat-free food, hair-removal cream and antiperspirant spray. Repetitive brainwashing using advertisements can simply make the "actual reader" be assimilated to become the imaginary "ideal reader" that the advertisement aims to promote the goods/service to unconsciously.
Table of Contents
- Introduction
- Overview: Revlon - A Female-centred Advertisement
- 1. Revlon - Good Relationship is Largely Effort of the Female
- 2. Revlon One Should Look for Authentic Love
- Overview: Stella Artois - A Male-centred Advertisement
- 3. Stella Artois - Sexy Woman and the Minor Male Protagonist
- Stella Artois - Objectification of Female
Objectives and Key Themes
This essay analyzes the characteristics of female-centered and male-centered advertisements, examining how they employ persuasive techniques to enhance sales. The analysis focuses primarily on visual elements, utilizing the photographic art critique approach and Systemic Functional Grammar. Two specific advertisements, one for Revlon and one for Stella Artois, serve as case studies.
- Gender representations in advertising
- Persuasive techniques in advertising
- Analysis of visual elements in advertising
- Power dynamics in advertising imagery
- Objectification of women in advertising
Chapter Summaries
Introduction: This introduction sets the stage for the essay by discussing the critical reception of gender-biased representations in advertisements and their role in boosting sales. It highlights the manipulative nature of advertising, suggesting that repetitive exposure can mold the audience's perception to align with the advertised ideal. The essay's objective is clearly stated: to investigate the typical characteristics of female- and male-centered advertisements and to analyze the practical methods used to brainwash audiences. The methodological approach, which includes photographic art critique and Systemic Functional Grammar, is also detailed, and two advertisements selected for analysis are introduced.
1. Revlon - Good Relationship is Largely Effort of the Female: This section dissects the Revlon "Love is On" campaign, arguing that it subtly suggests a good relationship is primarily the woman's responsibility. The analysis focuses on the truncated Anaïs Nin quote used in the advertisement, highlighting the omission of the portion emphasizing mutual effort. By focusing solely on the female's role in achieving intimacy through makeup, the advertisement suggests that beauty is the woman's responsibility in maintaining relationships. The chapter contrasts this approach with existing scholarly findings which emphasize the mutual effort required in relationships, arguing that the Revlon advertisement targets existing customers rather than aiming to attract potential ones. The analysis touches upon the idea of how this contrasts with previous research on female-centred advertisements which emphasise that mutual effort should be put into a relationship rather than solely on the female.
2. Revlon One Should Look for Authentic Love: This section analyzes the Revlon advertisement's strategy of presenting a "crueler reality" concerning relationships and beauty. It argues that the advertisement subtly communicates the message that true intimacy hinges upon beauty, as enhanced by the makeup product. The advertisement leverages the contrast between societal ideals and the harsh realities faced in relationships, particularly targeting women's emotional sensitivity to emotional implications and their perception of the importance of being "resourceful" in a relationship. The chapter connects this approach with Lazar's (2002) observation that advertisements often use comparison between "unauthentic love" and "authentic love" to persuade female audiences.
3. Stella Artois - Sexy Woman and the Minor Male Protagonist: This section analyzes the Stella Artois advertisement, focusing on its male-oriented approach and the use of a sexy woman to arouse men's interest in the product. It discusses operant conditioning as a persuasive technique, suggesting that repeated exposure pairs the beer with sexual pleasure, leading to increased consumption. The chapter also notes the unconventional protagonist—a woman, not a man—in this male-oriented ad, juxtaposing this with Benwell's (2002) observation that men tend to gaze at advertisements featuring women, to avoid implications of homosexuality. The analysis highlights the relatively minor role of the male protagonist, contrasting it with typical female-oriented advertisements.
Stella Artois - Objectification of Female: This section scrutinizes the objectification of women in the Stella Artois advertisement, specifically focusing on the slogan "She is a thing of beauty." The analysis delves into the ambiguous use of the pronoun "she," suggesting that it refers to both the beer and the woman, thus objectifying the latter. The visual presentation of the woman as mermaid-like and immobile on the piano is interpreted as a deliberate depiction of her as an object rather than a person, aligning with Mulvey's (1989) observation about power dynamics in the portrayal of men and women in advertising.
Keywords
Gender representation, advertising, persuasive techniques, visual analysis, power dynamics, objectification of women, female-centered advertisements, male-centered advertisements, Systemic Functional Grammar, photographic art critique, Revlon, Stella Artois.
Frequently Asked Questions: Analysis of Female- and Male-Centred Advertisements
What is the main topic of this text?
This text is a comprehensive analysis of gender representation in advertising, focusing on female- and male-centered advertisements. It uses two case studies – Revlon and Stella Artois – to illustrate its points, examining persuasive techniques, visual elements, and power dynamics within the ads.
What advertisements are analyzed in this text?
The analysis focuses on two specific advertisements: a Revlon advertisement (likely from the "Love is On" campaign) and a Stella Artois advertisement. The text examines how each advertisement constructs its message and targets its audience based on gender.
What methodologies are used in this analysis?
The analysis employs two main methodologies: photographic art critique and Systemic Functional Grammar. These approaches allow for a detailed examination of both the visual and linguistic elements of the advertisements.
What are the key themes explored in the analysis of the Revlon advertisement?
The analysis of the Revlon advertisement explores how it subtly suggests that a successful relationship largely depends on the woman's effort, specifically through her appearance. It also examines the advertisement's use of a truncated quote and the implied connection between beauty (enhanced by makeup) and achieving authentic love.
What are the key themes explored in the analysis of the Stella Artois advertisement?
The analysis of the Stella Artois advertisement focuses on its male-centered approach, the objectification of the female figure, and the use of operant conditioning to associate the beer with sexual pleasure. It also discusses the unconventional use of a female protagonist in a male-oriented ad and the ambiguous use of the pronoun "she" in the slogan.
What are the key findings regarding gender representation in the analyzed advertisements?
The analysis reveals how both advertisements utilize different strategies to appeal to their target audiences based on gender. The Revlon advertisement subtly reinforces traditional gender roles, while the Stella Artois advertisement objectifies women to appeal to men. The analysis highlights the persuasive techniques and power dynamics at play.
What are the key persuasive techniques discussed in the text?
The text discusses several persuasive techniques, including the use of truncated quotes (Revlon), operant conditioning (Stella Artois), and the leveraging of emotional sensitivities and societal ideals (Revlon). The analysis also touches upon the impact of repetitive exposure to advertising messages.
What theoretical frameworks are used to support the analysis?
The analysis draws upon the work of various scholars, including Lazar (2002) on the contrast between "unauthentic love" and "authentic love" in advertising, Benwell (2002) on men's gaze in advertisements, and Mulvey (1989) on power dynamics in the portrayal of men and women.
What is the overall conclusion of the text?
The text concludes by demonstrating how seemingly innocuous advertisements can subtly reinforce gender stereotypes and utilize persuasive techniques to influence consumer behavior. It emphasizes the importance of critically analyzing advertising messages to understand their underlying power dynamics and potential for manipulation.
What are the keywords associated with this analysis?
Key words include: Gender representation, advertising, persuasive techniques, visual analysis, power dynamics, objectification of women, female-centered advertisements, male-centered advertisements, Systemic Functional Grammar, photographic art critique, Revlon, Stella Artois.
- Quote paper
- Kwan Lung Chan (Author), 2019, Analysis of the 'gendered' advertisements from the perspective of text and visuals, Munich, GRIN Verlag, https://www.grin.com/document/906411
