Explicit Sexualization Of Both Men And Women Media Essay

Explicit Sexualization Of Both Men And Wo hands Media EssayIt is quite limpid that sexual practice, sexuality and advert ar all directly linked with unmatchable a nonher.7Marketing minds maintain finally heartyized that sex divvy ups.Advertisements in mainstream magazines have increasingly relied on explicit sexualization of both men and women to sell products.Ads sell a great deal more than products. They sell values, projects, and concepts of success of worth, f are and sexuality, popularity, and normalcy. They tell us who we are and who we should be. Sometimes they sell addictionsThey provide undoable body images for women to strive towards, and sadly, many an(prenominal) women do The female body is repeatedly objectified in prevalentize, and when perpetually a human is turned into a little(a)g, violence is vent to follow. Rapes and b take ins a lot result from the dehumanization of womenSlide 2In this ad for Calvin Klein Jeans, the female watch is depicte d lying on va locoweedt beach. This fictional character of advertising creates many troubled stereotypes and ideologies for our modern day society. This image bath be critically evaluated using Goffmans (1979) mould of gender advertising. Goffman claims that image advertisings often place women in subordinate positions. He also discusses a garb of codes called, ritualization of subordination. This concept addresses the physical position of a woman in an advertisement. Women are often seen on their side or lying on their back.What is Calvin Klein sell in this advertisement?This is a clavin klein jeans addIt conveys a lot of contentedness to the consumers. The woman is lying on her back.All you need is the touch that transforms the gender oppressive product into a gender celebratory productYou preempt see the main focus in this add is Brad Pitt and not the watchAs he is wearing the watch his fans would think that he wears such kind of watches which is not true beca riding ha bit he is just advertising for it and this ca single-valued functions people to buy this watch. Its equivalent cheating on the people and the fans and misguide the consumers.Play station 2What better way to sell genius of the hottest video game machines a musical rhythm than sex?http//www.ameri fuckinventorspot.com/files/images/Play_Station_Two_Sexy_Woman.jpgT present is no image of PS2 ( the good which they are trying to sell ). The female in the describe is source of attraction to the consumer to buy this product. The product is a gaming console principally for the young people who can easily be flurry through such ads.Slide 3Figures 1 and 2 spend the kindred approach of vulnerabilityic imagery of the sea and shore, the colours secular and white associate with water hence the fragrance identify still Water and the text for the advert. Figure 1 faces an attractive, convinced(p) female model passive on the shore resting her head on a contention and gazing at the re ader. Figure 2 shows a muscular male model in water, who is active (splashing water) and seems he has just jumped out of the water.Although the adverts appear to be similar on the surface, the adverts have been gendered to send a clear communicate to the desired reader. The message from cool it Water for Women clearly states that as a woman, this product entrust own you look and feel fresh, cool, relaxed and confident, so confident that you do not need to wear anything else but the fragrance. This plays on the political theory that most women do not have the egotism confidence to show their body but using this product pull up stakes restore that confidence. The Cool Water for Men implies that not only will the product make you as a man, feel cool and fresh, but it will represent you full of energy so that you ready for any action.This aggressive targeting has generally had an impact on women more than men as they have stick extremely self conscious, and research proves tha t women spend more money on flavour good than men. Billions of Pounds are circulated each year in the kayo industry alone.Men dream of be pack stick or aspire to his charisma, and those who see him as a role model will copy his image. Advertisers have emphasised that Omega is James holds choice of carpus watch brand, and the advert states that Omega is the sign of excellence connotating that James Bond only wears the best and so should you. It plays on mens desire of becoming a hero as we see a scene from a Bond film in the background explosion in the air. The message is precise clear men who wear the watch can relate to James Bond, become suave, sophisticated, and successful.In contrast, figure 4 demonstrates that women are more position back, and prefer indoor events. The indoor dcor in the background resembles a sophisticated, upper class restaurant. The advert emphasises that this gold, slim Omega watch, is Cindy Crawfords choice. She is wearing a red dress associated with the lady in red (attractive). Her watch is worn as part of her outfit, almost as if it is gold jewellery. The message conveyed here is as if Cindy is speaking out to the reader saying, look at what Im wearing. She appears to be wealthy and attractive and is urging women that it is a must have region of jewellery that will make you look like a meg dollars.It is clear from the above examples that men and women are targeted according to their social beliefs and attitudes towards their self perception brought on by advertisers and society, enforcing them to adopt certain buying behaviours to influence purchasing decisions. These certain methods have had ostracize impact on women than men as we are aware that women appear more emotional and unconfident in contrast to men. Women are increasingly concerned with their physical appearance payable to the pressure of looking good by society.Klein is not alone in his function of controversial images in advertising. After all, the who le point of advertising has always been to attract attention, and fashion advertising is notorious for its exploitative use of young men and women. But one senses that there is a refreshing conservatism among consumers, who are fed up with X-rated images hawking everything from beer to video games. In continuing to push the envelope, designers like Klein may find that they have pushed the pains of their consumers too far.A possible backlash to this campaign occurred in 1999, when Klein launched an ad campaign for his childrens underwear line. The campaign involved three disparate photos, dickens depicting two critical boys playing on a waiting area and clad only in CK underpants and the third depicting two little girls playing on a sofa and clad only in CK undergarments. These images appeared as full page ads in the New York Post and adult magazines, and as a huge billboard in Manhattans Times Square. overdue to public furore, these ads were pulled 24 hours later. A Calvin Kle in spokesperson claimed that these ads were intended to capture the same warmth and spontaneity that you find in a family snapshot. The general public disagreed, with numerous experts citing that these ads were pornographic because they featured high definition, sexualized images of young children. In many cases, those who were against the ads cited Kleins previous track record as sufficient proof that these images were exploitative. coffee berry man ad too sexy for Indian audienceA deodorant advert that showed an apparently irresistible chocolate man being gnawed on by scantily clad women has been banned in India. An advertising executive in the country explains why it was so offensive.The Indian blogosphere is having a tantrum over the decision to withdraw a commercial for axe Dark Temptation deodorants for men, which are flavoured with a hint of chocolate. Created by Argentinean advertisers and visionary on Indian television, the ad shows crowds of attractive young women nibblin g and licking at a young man wearing the deodorant. Although parts of the clip had already been censored to appease the regional audience, the advert Standards Council of India (ASCI) received so many complaints about the ad that they refractory to remove it. It follows a collection of commercials flaunting, amongst other knowing things, sexy underwear and flavoured condoms, which have been taken off air or censored for being indecent, vulgar and repulsive.Slide 4This slide includes the acquaintance issue.Through these in truth life examples we came up with knowledge issue which saysTo what expiration is the use of sexuality in advertisements ethical?There are incompatible opinions of people and different ways of knowing.ReasonEmotionPerception run-inReasonMoneyBetter profits and salesBrand nameTo attract consumersMore knowledge issuesWhat responsibility, if any, does a company have for candidly educating the consumer about its product?Should advertisers be allowed to sugges t that a product will make a person more sexy/interesting/ pleasing/successful/etc?Is it ethical to use celebrities to sell products they probably dont even use themselves?Is it the buyers responsibility to be aware of these strategies and not allow them to manipulate their emotions? addressCommunicating a message CauseInfluence purchasing mien thought patterns EffectPersuasive Informative EnablerLanguage is the key criteria for strength of these three aspects. Message must be communicated in a language which is comfortable to the audience and influence them in a positive manner. At the same time it will be more hard-hitting if the intercourse is persuasive and informative.Language to be used in an advertisement should be determined based on the product and the user groupfor the product. For instance, advertisement for a luxury good should be publicized in side whereas same for a necessity is preferred to be done in local language for greater communicability and mass reac h.Two Indian Americans, Aradhna Krishna and Rohini Ahluwalia of University of dough and Minnesota, respectively, examined the role of language in advertising in India. Their results indicate that multinationals merchandising products, among bilingual populations, should pay special attention to language.They determined how the language hits viewers mind in relation to a product category. This happens as different products have different user groups. They found that participants perceptions of advertisements changes significantly when different languages are used. While Hindi is associated with belongingness (close, personal, friendly, family), English is associated with sophistication (global, cosmopolitan, urban, upper class), they wrote. They found that whereas detergents can be advertised effectively in Hindi, English is preferred for luxury items like chocolates. Airtel, Coca Cola, Fevicol are some of the brands which advertise in local language in two and three tier cities. B ut as far as Cadbury is concerned, they prefer Hindi or mixed language.The researchers also found that people responds favorably to mixed-language advertising. A classic example for mixed-language advertisement can be that of Frooti the first tetra pack fruit juice of India by Parle Agro Foods. They use the jingle Mango frooti, fresh-n-juicy with their Hindi advertisement effectively. Whereas use of Bengali language by all major advertisers for their products during Durga Pooja in Kolkata (rather whole Bengal) can be an example for use of local language to influence masses. chronicle of Women in Television Advertisements (AOK)There are many different stereotypes of women in advertising. Throughout history there have been many studies that proved women were mainly portrayed on television advertisements as housewives or occupations that are implemental to men. Studies also show the disproportional ratio of women to men in TV advertisements. In the 70s, it was reported that women were found on camera only 21 % of the time. Allan and Coltrane conducted a study that showed inversely, in the 80s female appearance on TV advertisement were 5.8% little compared to the 50s (Pierce, 1999) In 1996, the Kaiser Family Foundation and Children Now calculated that women were on camera 42 percent of the time. Though this was an increase percentage wise from previous decades, gender inequalities still are rampant. This fact is proved a study conducted by Professors Daniel J. Bretl and Joanne Cantor of the University of Wisconsin (1995) which found that 90% of voice-overs used in advertisements were male, despite some of the products were aimed predominantly to females.Effects of Advertising on WomenAdvertising has many effects on society as a whole. As a result of not being in as many commercials, at very young ages boys and girls conclude that girls are valued less than boys. The commercials that females are mostly in are ones that portray them as them and thin and beautiful while some how also being subservient to men. The negative effects of advertising on women fall into a huge rake of problems. The most common would affect be the constant increase of womens struggles with fast and eating disorders. As, Wilson and Blackhurst point out, fifty-six percent of all women are on diets (Pipher, 1995) and eighty percent of girls have dieted by the time they reach 18 (Brown, 1993). Unfortunately as girls were raised, they were always taught to be submissive and dainty. It almost seemed like they are told their opinions dont matter and that they should just sit there look moderately or be fragile like glass dolls. Many ads use this to their advantage. They make girls think that the only thing they should do is work on their appearance, because their opinions dont matter. This results in several girls falling into depression or developing eating disorders. The inner struggles of keeping the pain in cause some girls to insufficiency to commit suicide before wanting to be fat.A Charlotte, N.C. real res publica firm says business is booming, thanks to their sexy new trade plan that involves hiring models to pose in listings photos of luxury homes.During the boom years of 2006 and 2007, Peters and Associates legitimate Estate was the No.1 seller of high-end homes in the Charlotte region. Then the market crashed and real estate sales dried up for most of 2008 and 2009. Peters and Associates owners Nick and Miriam Peters then decided to spice up their marketing and have been having tremendous success ever since.The couple creates an image by spending thousands of dollars on clothing and cars and they photograph their listings with sexy, attractive people.Peters caters to high-profile and high-net-worth individuals, such as professional athletes, coaches, entertainers, executives and other VIPs. These clients are looking for a life-style and amenities much different from the average homebuyer.The buying experience for Peters clients beg ins with being picked up at the airport in an exotic car and then whisked to a luxurious spa for a restful day of pampering, or to a private club for a round of golf. Once they are totally refreshed, they are ready to tour homes.How effective is the campaign? Peters did a controlled online test, with one listing showing the typical real estate pictures. Visitors to that listing stayed an average of 40 to 60 seconds. Visitors to the listing with lifestyle photos stayed an average of 4 to 6 minutes.Statistics suggest that the more time a potential buyer spends looking at a listing, the more in all probability they are to request a showing. Peters listings used to get three to iv clicks a week, and now they get 10 to 20 a day.