Representation of Gender Roles Minorities And Lifestyle Ideals in Advertisements
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In the two advertisements examined, different marketing strategies are used to sell the same product and make it desirable towards readers. Both advertisements show certain gender roles and stereotypical ideas about an ideal lifestyle, but neither feature minority representation. In the first advertisement for Hennessy, certain gender roles are reversed and the empowerment of women is expressed in order to appeal to female consumers. A carefree, independent lifestyle is also revealed so today's generation of teenage readers can relate to the advertisement. The second advertisement for Jim Beam whiskey, however, has a more conventional, masculine message. The ad is based on a traditional, male-dominated lifestyle where women are viewed as inferior to men. As John Berger states in his article, Ways of Seeing, "Women are depicted through advertising in quite a different way from men--not because the feminine is different from the masculine--but because the 'ideal' spectator is always assumed to be male and the image of the woman is designed to flatter him" (Berger 64). Societal norms and pressures certainly play important roles in the advertising or marketing of particular products. With this message in mind, it is easy to see how two different advertisements use opposite marketing strategies that include gender role stereotypes and lifestyle ideals, yet lack minority representation, to sell the same item.
The advertisement for Hennessy features a young couple sitting together with the caption "wants a commitment" to the upper right of the teenage boy, who is staring longingly at his date even though her eyes are focused in the other direction...