Gender in Advertising | Visual research

"To what extent does advertising construct our ideas of gender?"

Having selected the essay question I wanted to explore, I went on to look at examples of how gender is portrayed within advertising. I found images from a range of time periods, covering a number of products.

Although the older examples were shocking, in some ways it was more saddening to see that very similar messages are still being perpetuated today. Here are a few that I found..

Jimmy Choo (2006) | In this instance violence and death (possibly as a result of a violent act?) is intermingled with sexuality. The female model is passive, silenced.

American Apparel | This set of images are comparison photos for an identical product that is featured on the brand's website. The men's version is simply a photo of the model displaying how the product is worn, however the female version is extremely sexualised and becomes less about the garment.

Shaving cream ad | Below the text stating "Two ways a woman can get hurt" lie images of a boyfriend/male lover, and a razor. This advertisement normalises domestic abuse, affirming it as part of living as a woman.

Del Monte ketchup ad (1953) | Uses misogyny to highlight the 'ease' of a product. Implications of inferiority when compared to the masculine figure that the ad refers to without showing them.

Fiat advert with graffitti (1970s) | The original text on the billboard likens a product/object to a woman. It also conveys the message that things of beauty or attractiveness warrant physical attention. The language used in the ad cements this as fact with assertive words like 'would'. Another issue with the advert is that it validates male behaviours by saying that is how women should be treat.

Preparatory Research Task

SOCIAL
adjective

1. relating to society or its organisation
      synonyms: community, collective, group, societal
        antonyms: individual

2. needing companionship and therefore best suited to living in communities

    relating to or designed for activities in which people meet each other for pleasure
       synonyms: recreational, entertainment, leisure

3. zoology - (of a mammal) living together in groups, typically in a hierarchical system with complex communications

Charles | Alec Soth

Sell Out Crowd | Ningeokuluk Teevee

CULTURAL

noun

1. the arts and other manifestations of human intellectual achievement regarded collectively
       synonyms: the arts, humanities, literature, music, painting, philosophy

2. the ideas, customs, and social behaviour of a particular people or society
       synonyms: civilisation, society, way of life, lifestyle, heritage

a defining aspect of what it means to be human, culture is a central concept in anthropology, encompassing the range of phenomena that are transmitted through social learning in human societies

"Perhaps travel cannot prevent bigotry, but by demonstrating that all peoples cry, laugh, eat, worry, and die, it can introduce the idea that if we try and understand each other, we may even become friends" - Maya Angelou

Buddha head in coal yard | Greg Girard

Idioms of the World | Marcus Oakley

HISTORICAL
adjective

1. of or concerning history or past events

2. belonging to the past
      synonyms: past, bygone, ancient, old, former, prior
       antonyms: contemporary

the study of the past and how it relates to humans

"The most effective way to destroy people is to deny and obliterate their own understanding of their history" - George Orwell

The Priest and the Dying Soldier | Hector Rondón Lovera

Snail vs. Knight | Smithsfield Decretals, 1300

POLITICAL
adjective

1. of or relating to the government or public affairs of a country
       synonyms: governmental, ministerial, parliamentary

relating to the ideas or strategies of a particular party or group in politics
       synonyms: activist, factional, partisan

(from Greek, politikos - "of, for, or relating to citizens")
       is the practice and theory of influencing other people.
       organised control over a human community or state.

The Self-Immolation of Thích Quảng Đức | Malcolm Browne

Picasso for Amnesty International

TECHNOLOGICAL
technology - noun

1. the application of scientific knowledge for practical purposes, especially in industry

2. machinery and devices developed from scientific knowledge

(from Greek, techne, "art, skill, cunning of hand"; and logia)

Ultraviolet Bath, Russia | Joe McNally

Paul Blow

Study Task 1 | Image Analysis

The Uncle Sam Range (1876) by Schumacher & Ettlinger, New York

The first image is an advertisement promoting ‘The Uncle Same Range’ (1876). The overall tone of the advert is heavily patriotic, with stars and stripes pattern adorning most surfaces. A host of other American symbols and imagery are also featured; including Uncle Sam, a bald eagle, the declaration of independence (which can be spotted in a frame), as well as three characters that are named ‘Dixie’ (the South), ‘West’, and ‘England’ (possibly New England?). The abundance of these national symbols definitely casts a jingoistic attitude, which seems to be pushed as part of an advertising tactic.

                The advert is reflective of the social and cultural attitudes of the time. For example various aspects of the image portray racist views; the juxtaposition between the black servant tending the stove and the all-white dinner party members evidences the racial hierarchy in this era, where figures of wealth and power were white. These same themes continue with the items on the bill, such as “bird’s nests” and “grasshoppers” listed under China. The bill almost makes a mockery of other nations, implying they are uncivilised.

                The image also communicates a heightened sense of American pride. This could stem from the fact it was produced in 1876, celebrating 100 years since America gained independence. Because of this, Uncle Sam (a personification of the nation) is situated in an extravagant setting, openly offering food to the caricature of the world. The numerous pots and pans, as well as the extensive list of food that is pictured could be ways of implying that America is prosperous and has a wealth of resources. The target audience of this advertisement is most likely to be white, wealthy Americans. By instilling this sense of pride, those viewing the advert may aspire to obtain the lifestyle that is depicted in the image.

'Colonial Progress Brings Home Prosperity' series of posters by Adrian Allinson;
displayed Dec 1930 - Jan 1931, Waterlow and Sons Ltd

The second lot of images are from the Empire Marketing Board, a set of two posters from the ‘Colonial Progress Brings Home Prosperity’ series (1930-31). The general advertising purpose of these images appears to be justifying colonialism by showing the benefits it can have. However, they are geared towards a white, predominantly male audience as they would be the ones benefiting from such practices, not the indigenous peoples. 

                The two posters act as a sort of ‘before and after set’ – with the top image depicting a group of East-Africans carrying out daily tasks. However the difference between the two is the influence of the white man – with the second image showing the addition of transport, bridges, equipment, and how the Africans are being utilised as a workforce. The ‘new style’ image tries to portray colonialism as a positive thing, suggesting it is the driving force behind the betterment of a society with feats of human engineering and other modern achievements. 

                The top image is more abundant in natural imagery, which could be a metaphor for primitivism and, what Westerners would class as a ‘backward’ way of living (carrying things manually, living amongst animals). The African people are represented in a dehumanising manner, either with scornful expressions or no facial features at all. With this lack of human emotion or individuality, they are reduced to being a commodity. Both images also show the erasure of the indigenous culture – from wearing traditional dress to adopting a western style of clothing. As well as that, they appear to abandon their former way of life and are made to work for the white landowners. 

When comparing each of the images they both share themes of racism, glorifying the West and its attitudes. They both support the assimilation of other cultures/non-whites into a Western way of living. Technology is hailed as a sign of a civilised society and progress within both advertisements, with whites championing the way in technological advancements. In terms of their historical contexts, the two images write positive accounts of American/British history, and seem to skirt over or justify any dark truths as being for a ‘greater good’. Because these advertisements are created by and for a powerful, white audience, these accounts would not have been widely disputed.