The World of Advertising By: Wordpress.com

Everywhere we turn, advertising is telling people, women especially, what it means to be desirable. Many of these messages share a common theme: women must be “beautiful.”. Women have always been measured against cultural ideals of beauty, but advertising often uses sexism to make images of “ideal beauty” more prevalent and increasingly unattainable. Twenty years ago, the average model only weighed 8% less than the average woman, whereas the average model today weighs 23% less. Most models today are thinner than 95% of the population. In a recent study by Dove, the researches found that out of the survey respondents, only 2% considered themselves to be “beautiful.” Many researchers argue that the unrealistic portrayal of women in the media can be detrimental to advertisement viewer’s health. Studies show that advertisements of ultra-thin women increases a viewer’s body-focused anxiety.


MY COMMENT

They say that beauty is in the eyes of the beholder. Today, we notice that beauty has been transformed to be what the society considers it to be. While Dove tries to sway from the image that women should be stick thin, many other media conglomerates refuse to portray women in a healthy light.

There seems to be an extreme body image issue here. It is apparent that, although some women do fit the stereotypical beauty ideal, many of them continue to have low self-esteem. This shows that even when some women do accomplish the ideal look, they continue to be dissatisfied with themselves. It is obvious that we can not please everyone. As soon as a guideline is set for how women should look, there are and will always be those who are dissatisfied with their appearance. This is the reason why women should first work on their body image, how they perceive themselves, and from there, decide what the best look for them should be.

Once that has been accomplished, the decision to lose or gain weight should be left up to the woman, not the way others, the media, want her to look. If women start to make their own decisions as to how they want to look, then the media will take notice. This would probably lead to a more diverse representation of women in the future.

ABNORMAL ANALYSIS: "MY SUPER SWEET SIXTEEN"

As I sat and watched yet another episode of “My Super Sweet Sixteen”, I could not help but wonder how those children grew up to portray the epitome of what American culture has led them to become. The behavior of the teen aged guys versus the girls was extremely distinct, which is the result of years of socialization from a culture that has set rules for appropriate male and female behavior.

The media represents different groups of people in ways that it thinks is more appealing. For example, after watching a few episodes, I first noticed that there were not too many guys entering to have their party filmed. Of the males that actually did get their parties filmed, there were some subtle, as well as major differences in the way they handled themselves as opposed to the females. I concluded that two factors contributed to such behavior: society’s view of how a man or woman should act, and the fact that Americans are thought to be major consumers.

Feminine versus Masculine

In his piece, Phil W. Petrie described, although comically, the way society has created it so that men are not allowed to cry. Once they cry, a sign of weakness is shown. Linking this to the show, the guys always seem to want to outdo everyone, and when faced with issues dealing with party details, they maintain certain composure. When analyzing the girls, I noticed that most of them threw tantrums or cried their eyes out because they did not get their way. In the article, Petrie refers to a guy in trouble who lacks health insurance, and therefore can not afford for his baby to be delivered (221). Petrie describes his thoughts, with the guy thinking that his wife is being too emotional, “just like a woman” (221).

Society has socialized men and women to think that there are certain behaviors that are only acceptable, especially in public. In a recent episode, one teen defied that concept. All her friends categorized her as a tomboy. She threw a party opposite of what any other girl has ever thrown. This proves that although there are some major descriptive ways of female versus male behavior, there is sometimes room for change.

Consumerism and Gender Norms

Everyone has been exposed to ads. Whether it is while watching television or simply walking the dog, advertisements are constantly being put in front of Americans in an effort to increase consumption. It is apparent that ads do influence the way in which guys and girls behave. When looking at the show, I noticed that the guys always want the most over-the-top, manly things incorporated into their parties, not to mention “hot” chicks to perform. In her article, Juliet Schor mentioned the terms “competitive consumption” (GRCM, 185), stating that people feel the need to keep up. With men, showing wealth represents power, which is why at such a young age, the guys on the show feel that it is their duty to show the world that they have money and can afford to have anything, including women. The same applies for the females. In one episode, one girl wanted to fly to Paris in order to buy a dress. This is something that she definitely learned watching television and seeing that the celebrities only shopped at high end designer stores.

Although it may not seem obvious to some, consumer culture plays a major role in directing the way men and women view themselves. A man will always feel that he is weak if he fails to provide the best for his children or himself. A woman might not feel pretty if she is not wearing the latest trends or makeup. With the show, it is quite a shocking revelation to see that at such a young age, those teenagers are already allowing preset rules and ideas to run their lives.

L.I.N.K.S (the website links dealing with women in different forms of media)

1. I feel that this link touches upon the different issues women and young girls face when they watch television and when they read magazines

• http://www.mediaandwomen.org/problem.html

2. IMAGE: Lela Rose Fall 2007 Fashion Show

• http://link.brightcove.com/services/link/bcpid86195573/bclid86272812/bctid494535770
  

3. Of course, there are many fashion magazines that give tips from how to keep up with the latest trends to how to keep a man. Glamour is one of them

• http://www.glamour.com/fashionbeauty

4. MAKEUP: "Gotta look good for the guys" (and sometimes maybe for ourselves)
Backstage with Bobbi Brown

• http://link.brightcove.com/services/link/bcpid86195573/bclid86272812/bctid488099631

5. This website outlines the issues women face and proposed changes

• http://www.genderit.org/en/index.shtml?w=a&x=91365

Curious Thoughts on the Cosmopolitan Reading

As I was reading the assigned article in the book, I could not help but to think that everything I read was true. The editor-in-chief of Cosmo had the intentions of glamorizing women and providing for them a "guide" of how to be the ultimate 'it" girl. In today's media, I notice this occurring more frequently on shows like "Style Her Famous" and "What Not to Wear" and other fashion rescue shows. Women are definitely the target for these shows. Interesting.....

Women and Music

Hey everyone, let me know what you think about the way women are portrayed in music today.

Whether it be the way they are described in lyrics or the way they present themselves as artists.