For my COMM 150 class, I was responsible for providing five print ads that either reflect a gender stereotype, counter a gender stereotype, or fail to reflect a gender stereotype. My print ad’s along with analysis for each are below.
The first ad I analyzed was an ad created for a modeling agency called Star Models in Brazil. The words on the print ad state “You are not a sketch. Say no to Anorexia.” I think that this advertisement counters a gender stereotype because many people assume that models are anorexic, and this is coming from a modeling agency and telling people to not be anorexic. I love that the ad shows a real-life person if they were to look like the model created. I think this puts it into perspective that being rail thin is not attractive and it is simply not healthy.
Although this advertisement was created in Brazil, I think it send a powerful message to women everywhere. Being beautiful does not mean being thin, and being thin does not make you beautiful. In addition, I love that a modeling agency is standing up to anorexia and showing that being stick skinny is not what they are looking for. The advertisement is powerful. In addition to this ad, I found two other that were similar but show different looking women, sending the same message.
The next advertisement I found was an ad created for the Madrid Book Publishers Association. The print on the ad reads “When you spend all those hours playing war video games, it’s not just your enemies you finish off, Save a book. Read a book.” The advertisement is meant to promote reading in Spain, but it has obvious gender stereotypes. The advertisement is obviously meant for men, and it shows a gender stereotype in that it depicts soldiers at war. if you look, the three soldiers are all men who are fighting in a battle.
In addition to the stereotype using men, since men are typically in the military versus women, the ad states “When you spend all those hours playing war video games.” Coupled with using men and referencing video games, this advertisement does show a gender stereotype. Had one of the soldiers been a woman, this ad would have countered the gender stereotype that all soldiers are men.
The third ad I found is an advertisement for Crisis Relief in Singapore. The advertisement is of a woman holding a child with numerous thumbs up around her, and has the following text: “Liking isn’t helping” which refers to the millions of people who “like” pages in support of charity, but do not actually do anything about it, such as give up their time or money to contribute. I believe this is a powerful advertisement in that it is spot on – people “like” charity pages all the time, but they do not actually go out and support the charities. This photo shows that there are people in the world who need our help, and we all need to pitch in to make a change.
This image reflects a gender stereotype in that the woman is holding a child. It is a gender stereotype that women are the nurturers in the family, and in this case the mother is holding the child like a baby, obviously nurturing them. I think that this is completely acceptable and helps make the ad what it is and give it the impact it is attempting to make.
The fourth advertisement I found is that of a cow wrapped in a tortilla. The advertisement is for Bimbo Tortilla Wraps, and I can’t help but love it! The print on the ad states “Bimbo Wraps” and leaves interpretation up to the viewer. The cow is looking at the camera suggestively, barely covered up with the tortilla wrap. This ad definitely portrays a gender stereotype.
Although left open to interpretation because of minimal wording, one can assume after looking at the print ad that the advertisement is meant to be a suggestive woman barely covered in clothing. Considering the name of the wraps is “bimbo wraps” and women who are suggestive can be called “bimbo’s” this advertisement is very much reflective of a gender stereotype.
The fifth and final advertisement I found is an advertisement to improve literacy rates in France. This was my favorite ad by far because it both reflects and counters a gender stereotype in the coolest way! When you look at the advertisement, you immediately assume it is for a beauty company such as Cover Girl or Maybelline. However, once you read the advertisement, it states “Unfortunately, 3 million people in France will keep on thinking that this is an advertisement of mascara. Help us make illiteracy the national cause of 2012.” I think that this advertisement is so effective and so spot on.
If this ad were about makeup, it would be a gender stereotype in that women wear makeup and are meant to be sexy, etc… this ad tricks people into reading the advertisement and gain support of the cause to stop illiteracy in France. A very catchy advertisement.