Sexism in advertisements-paper代写

下面为大家整理的一篇优秀paper范文- Sexism in advertisements，供大家参考学习，这篇论文讨论了广告中的性别歧视。在以前的美国，社会基本是由男性主导的，大众传播的本质也是一种社会文化的传播和价值，所以美国广告中的性别歧视是非常严重的。大多数的广告中，广告使用女性身体的美丽形象展示产品优势，其中女性也有着隐喻的商品性能。

Introduction

Gender differences and the traditional impression on gender differences is given by the social culture. The essence of mass communication is a kind of propagation of social culture and value. In the United States, the society is dominated by men, there are a lot of gender discrimination in the advertising. So the gender differences and gender discrimination in advertising are always the focus of feminism. Through the introduction and analysis of advertisement in United States, the essay makes a research about body political connotation in advertisement, to attract a deep attention about gender discrimination in the U.S. society.

Reason to choose the advertisement

American Apparel advertising has always been a bold image, in this ad, female model wears a large open shirt with a white brief, in the absence of bra, and she is very tempting. But the male model wears neatly shirt. When Women's ad enters into the misunderstanding and advertising women are discriminated, it will cause a woman's extreme dissatisfaction. According to Tuchman's theory of "reflection hypothesis", the audience is the essential condition of the operation of the media, in order to attract many audiences; the media must reflect the social value standard. Female self appreciation psychology exists as a kind of objective, not only implies the dominant status of the male power culture values, but also to meet the common women's psychological pursuit (Cherinik,2001,chapter III). Therefore, the female image in the advertisement shows gender discrimination is still serious in U.S. society. it will cause resentment of the majority of women. This kind of the psychology of self appreciation and being appreciated by people in AA apparel advertisement is magnified, so that the image of female advertising is reduced to a kind of sex discrimination.

Aspect affects people from the female image in the advertisement

Clothing ads changes into sex snoop for women. Fashion ads free women's body, beauty is no longer regarded as dangerous matter. It is not only to teach women how is tightened with fashion with body, acquired by the body confidence, and let women re-examine themselves on the feeling of the body exchange, constantly moving towards maturity. But the liberation of the body is not equal to the liberation of the women, when the old family concepts and religious ideas lost control with the gradual increase in the economic status of women, fashion advertising and the "beautiful rules" make women more deeply into the sex spying among man .

The clothing ads distort the true meaning of the beauty of women. The girl in the dress advertisement is always beautiful; it is almost an indisputable fact. A lot of advertisements use the nature of female beauty, distort the true implication of the beauty of women, and simplify the beauty of the female beauty into a pattern (Hargittai and Shaw, 2014,p18). For example, Bobbi doll, only woman looks like bobbi has a woman's self-confidence and can obtain male’ worship (Gilman, 2000,p16). If this is not up to the standard, the ads imply that the girl should feel inferior, shame and outdated, female must go to beauty, to lose weight, so that they can achieve the beauty society identified.

Women's sexy image has been symbolized, stereotyped, becoming the important point of advertising. Advertising plays an important role in the spread of fashion. And women's fashion image in advertising is mostly linked to sex. For example, in advertising, where a piece of soft bed, there must be a sexy young woman; where next to a luxury car or a successful man, there must be a beautiful and charming girl. This kind of "beautiful woman" is  a metaphor of commodity performance, advertisement uses beauty image of female body to show the product advantages, the advertising rhetoric of women become the "sex object" of male desire.

The negative influence the advertisement to the society

Negative influence on female

The female value reflected in the advertisement is the external beauty. It seems to be a little more difficult to show the inner appear in just a few seconds. So women's rich connotation, potential ability will be ignored invisibly (Williams and Stephen, 2015,p.5364)The idea that the work of advertising delivered in real life makes most of the women in the same mode. For example advertising models often have perfect figure or good-looking face, which makes many women interested in slimming, beauty, beauty plastic and so on. This not only affects women's aesthetic view, but also greatly influenced their consumption concept. The standard of business has become the conscious pursuit of women. This deviates from the true meaning of the beauty of women.

Influence on men

For men, advertising gives more pressure when it blows out men’ rights. Men only get more wealth can get more perfect women's favor. This is also reflected the pressure of men is huge in modern society men. They have to bear all the burden of the family, and take on the responsibility of the whole society.

Impact on youth and children

For children and adolescents, they are not so much social experience, ideological plasticity is particularly strong. Error information advertisement trans will mislead their psychological health, and let their childhood form cognitive distortions about discrimination against women, if they inherit the thought, the female image continues to expand, to further form a vicious circle.

The way change the negative effects in advertisements

The promotion of women's social work and status

The change of professional position can improve the social status of women in a considerable degree, thus bringing about the improvement of the image of the media. The diversified and comprehensive development of female employment in the United States is helpful to the extensive contact and communication between female and male workers. Only in this way can people achieve mutual understanding and support and coordinate the relationship between the gender.

The efforts of the advertising industry

As the creator of the advertisement, it is necessary to have a sensitive gender consciousness, in the process of creative production; ADS must avoid the problem of sex discrimination. In the process of creation, ads should pay more attention to the inner beauty, which can reflect the social value of women.

Improve the laws and regulations of advertising

Advertising is a part of social public life, and has closely related to social public life. Advertising media activities in the whole will undoubtedly be subject to legal protection and restraint. The United States government should establish media gender evaluation mechanism, making review and supervision about gender discrimination and gender bias about female image.

Conclusion

In general, advertising is the wind vane of a social culture. Sex discrimination is deeply rooted as the racial discrimination in the United States. The typical image of women in advertising in the United States, on the one hand is the reflection of the American cultural values and patriarchal ideology, on the other hand, the female stereotype did not timely change with the changes of social culture and people's attitudes. It is still a long and arduous struggle for American women to struggle against gender discrimination and equal rights.

Reference

Gilman, S. J.. Klaus Barbie and other dolls Iʹd like to see. In O. Edut (Ed.), 

Body Outlaws: Young women write about body image identity (pp.14‐21).

New York: Seal Press,2000, 14-21

Cherinik,A.F. the body politic, sexuality and relationship, chapter III,gender and woman body,2001.

Hargittai, E; Shaw, A，"Mind the skills gap: the role of Internet know-how and gender in differentiated contributions to Wikipedia". Information, Communication & Society,2014,1–19.

Williams, W; Stephen, C,. "National hiring experiments reveal 2:1 faculty preference for women on STEM tenure track".,PNAS, 2015, 112,(17): 5360–5365.

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