Based on the report made by Nancy Pilar Perez, B.J called Roles of Women in Advertising: The Objectification of Women and the Shift to an Empowering Ad Frame, there is a shift from the history, when gender roles were stereotypically depicted in advertising, to the new advertising trends seeking the empowerment of women.
(Wititudes, n.d.)
In relation to effects of advertising on social attitudes, beliefs, and behavior, there are represented two theories that are very helpful tool for understanding these effects.
The first one is called Social Comparison Theory. “According to Leon Festinger’s (1954) social comparison theory, individuals have a tendency to rate and evaluate themselves through comparisons with others,” (Perez, 2013). There are two types of comparisons: downward and upward.
“When one compares downward, or compares themselves to those perceived as worse off, self-esteem is heightened. Contrarily, when one compares upward, or to those deemed superior, then self-esteem decreases. Social comparison theory also states that we seek out individuals with highly valued assets with whom to upwardly compare ourselves,” (Perez, 2013).
This theory is explaining us that there is a relationship between advertising depicting idealized bodies and the effects on body image and eating disorders. Therefore, women are trying to reach the beauty and ideal body standards that are exposed in the media.
(Wititudes, n.d.)
The second theory, called Cultivation Theory, was developed by George Gerbner. The cultivation theory stated that “there is a connection between the amount of media exposure and one’s attitude and beliefs,” (Perez, 2013). The result of the research determined that heavy television watchers shared opinions and ideals that are portrayed on TV. So, their attitudes and beliefs about the world are formed more by watching TV than by experiencing the real world. Although, Gerbner analysis was focused only on television, the cultivation theory can be also applied on print media, for example magazines (Perez, 2013). There are two examples of researches explaining the effect of reading female magazines:
“A researcher at Brigham and Women’s Hospital in Boston found that the more frequently girls read magazines, the more likely they were to diet and feel that magazines influence their ideal body shape,” (Perez, 2013).
(Onion, 2018)
“Studies at Stanford University and the University of Massachusetts found that approximately 70 percent of college women say they feel worse about their appearance after reading women’s magazines,” (Perez, 2013).
The author of the report is also discussing a change in the portrayal of women in advertising market. More and more companies have been deciding to use real people as its models for the advertisements. For the Jockey Company, this approach meant publicity that consequently caused a big interest of ordinary women to become their models (Perez, 2013).
Currently, there is presented a new attitude among women. “Gen Xers (age 30 to 44) and millennials (age 18-29) have witnessed the women before them exhausting themselves in order to achieve an elusive ideal,” (Perez, 2013). Women are not inhibited by perfection nowadays. A report done by Advertising Age in 2009, suggested that women are not desiring perfection in their lives, but they need to be accepted for who they truly are.
(Nike, 2019)
One of the current advertising campaigns that try to give women power and authority is Nike Real Women Campaign. The goal of the campaign was “to resonate with real American women,” (Perez, 2013). Nike was hoping to change how media and other advertisers depict women. Another example of a similar advertising campaign is Dove’s Real Beauty campaign. If you want to know more about this campaign read Current Events II.
Reference:
Onion, R. (2018, November 16). Photo illustration by Slate. Images by Seventeen, CosmoGirl, Tiger Beat, Teen Vogue, Teen and Bop Magazines. [digital image]. Retrieved from https://compote.slate.com/images/d0101784-fb5e-4f71-a266-be9cf27ae65d.jpeg?width=780&height=520&rect=1560x1040&offset=0x0
Nike. (2019, February 24). Nike | Dream Crazier. [Video file]. Retrieved from
Perez, N.P. (2013). Roles of Women in Advertising: The Objectification of Women and the Shift to an Empowering Ad Frame. Retrieved from https://repositories.lib.utexas.edu/bitstream/handle/2152/22407/PEREZ-MASTERSREPORT-2013.pdf?sequence=1&isAllowed=y
Wititudes. (n.d.). 9 Politically Incorrect Vintage Ads. [digital image]. Retrieved from https://www.wititudes.com/wp-content/uploads/1-ad.jpg
Wititudes. (n.d.). 9 Politically Incorrect Vintage Ads. [digital image]. Retrieved from https://www.wititudes.com/wp-content/uploads/3-ad.jpg
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