Advertising: The representations of women in advertising

 1.) The Mistry suggests that advertising has changed since the 1990's due to the modernised exclusivity and representation of all, there is also a smaller amount of adverts focusing on the sexualisation of women. 

2.) The most common stereotypes surrounding women were that their purpose was to be house wife's and almost slave like towards the breadwinner who was usually their husband and "the man of the house". This also links to the idea that women had to be submissive in order to appeal to the males. 

3.) A growing influence of changing clothing and makeup for women was significant due to the expansion of personal representation which had not been previously allowed. 

4.) Laura Mulvey was the theorist who came up with the idea of "male gaze", describing how the media has been demonstrated in a certain way which only partakes and benefits a male audience, commonly demonstrated through the sexualisation and objectification of women.#

5.) The representation of women throughout the 1970's had shifted due to a rise of "a new woman", this shift involved an uprise in representation for most (not all since minorities were still discriminated against even with an uproar of what they thought was exclusivity) and a more accepting society (slightly...).

6.) Zoonen suggests there "new" adverts from the 1970-80s were only marginally different from earlier sexist depictions of women in adverts since there were still undertones of sexism where the media itself was still being created for the benefit of men by men. 

7.) Barthel suggests that male power is usually associated with control and action which is portrayed often in the media, for example car adverts having male actors whilst the car in the back connotes to speed and strength whilst the male is portrayed as in control. 

8.) Richard Dyer's reports that the idea of a "femme fatal" is used within Christian Dior makeup advertisements in order to depict the idea that their product makes the users or consumers (who were widely women so this would sustain stereotypes surrounding women. The idea of a "femme fetal" connotes to the idea of a woman being mysterious, alluring and a sexually liberated character who is usually connected to dark forces which can appeal to many different audiences, both men from an attraction point of view and women through an admirational point of view. Using "femme fatal" within makeup adverts would mean that a company is implying that the user would almost feel like the actor depicted within the advert.