Context of Practice: January 2016

To what extent does advertising construct our ideas of gender?

This piece of writing will examine the extent to which advertising constructs our ideas of gender and what influence the media has had on our opinions and view of gender as well as our social ideas. The term gender does not always have a known clear definition which leads to many confusing the term with sex, which can then result in the misinterpretation of information. Gender is whether a person is masculine, feminine or androgynous, it relates to their characteristics informed by their environment, culture and biology. On the other hand, a persons sex is whether they are born male or female, purely relating to biological factors. These two terms are different in a way that an individual may be of a female sexuality however may take on more masculine appearance for example, through the clothes they wear or the style of haircut they have and vice versa. A persons gender is unique to each individual and can change over time where as an individuals sex is fixed from birth. As a persons gender is not fixed there are many influences that can result in a person wanting to change their appearance, one of these influences being advertising. The definition of advertising is very clear; A notice or announcement in a public medium promoting a product, service or event. Advertising is used to display and promote a product to inform the audience as well as persuade them to purchase the product. This form of media also influenced and continues to influence peoples opinions and ideas of gender and, starting from an early childhood age, as well as demonstrating the change of the working roles from the 1950s societal roles of men and women where individuals had very specific job titles, to the change in the 21st century where there is a less thought of gender specific role. The effect that advertising has on the formation of how we perceive gender and what we believe gender to be has a continuous influence on our ideas, as well as demonstrating the roles that we associate with a particular sex.

A number of authors have considered how advertising constructs our social ideas as well as our ideas of gender and the way that ads influence us in our day to day life. John Berger discusses the frequency of how we view advertising, describing it as being ‘surrounded by images of an alternative way of life’ and for a brief moment these images ‘stimulate our imagination either by way of memory or anticipation’. This demonstrates the scale of advertising and how it is prominent in each individual life without the population necessarily being aware of the influences. He also said that ‘publicity proposes to each of us in a consumer society that we change our lives by buying something more. This ‘more’ publicity persuades us, will make us in some way richer even though we will be poorer by having spent our money’. This is a key theory of advertising, highlighting that ads have an influence on an individuals way of life/thinking, fulfilling the aim of the advertisers by influencing the audience to purchase the product. Moreover, Gillian Dyer discusses the point that ‘the primary function of advertising is to introduce a wide range of consumer goods to the public’ and that over a number of years advertising has become ‘increasingly involved in the manipulation of social values and attitudes and less concerned with the communication of essential information about goods and services’. This comment clearly illustrates the growing influence that graphic design is having on our social ideas. This can also be applied to a number of different forms of advertising whether it be a style of cooker that is displayed to attract the more upper class individual, giving the overall audience a sense that if they purchase this particular product they will be seen as being a part of the upperclass society or a fragrance brand aimed at men, leading them to believe that if they purchase the product women will instantly be attracted to them. The comment made by Dyer also references to the change in advertising over time, as companies are now increasingly making the products they are advertising appear more desirable through the style of imagery used and the focused language to describe the product. This can change the way an individual views themselves in the culture they are part of as, for example, they may desire to be more like the models shown in certain types of advertising, as the models style is seen as a thing of beauty. Furthermore, Pete Barry wrote that advertising has the ‘potential to change the way people think enough to sell a product into the millions’. This brings the two previous comments together, highlighting how advertising can influence a persons ideas in a way that they buy the advertised product, whether it be through desirability or leading a person to believe it will improve their social status. This refers to the bigger picture of advertising having an effect on an individuals thoughts whether it be about the product they buy, the way they perceive themselves/another individual and the way they view society, all through the influence of buying a product. These views are something that is continuously explored through practical investigations and surveys.

This continuous change in advertising was investigated by a number of researchers. Research by Bartsch et al (2000) focused on the sex of the model playing a role in a television advert. This research highlighted that in 1998, ‘women were twice as likely as men to be in commercials for domestic products’ whereas in the 21st century, we now see a change in advertising, where men and women are used more equally across domestic product advertising, either individually or with a co-actor of the opposite or same sex. It has been said that many advertisers are ‘unapologetically sexist, and it is presumably used because it is felt that the message ‘works’ for the target audience, even if it might surprise or offend others’ David Gauntlett 2008. This has been demonstrated in the Iceland advert with the slogan originally being “Mums Love It”. From the mid 20’s the advert stared Kerry Katona, seeing a return of the more traditional Iceland slogan ‘That’s why mums go to Iceland’. The overall message of this advert is to attract mums to shop at Iceland through the ease of cooking the food, needing minimal to no preparation but still providing a satisfactory result, allowing them to continue with their busy lives as a working mother and not have to worry about preparing food for their family. Within the advert there is also the subliminal message that working mums can still maintain a glamorous appearance as Katona (known at the time as a previous member of Atomic Kitten) is presented in a natural beauty way, wearing smart casual clothing and minimalist make up, giving her the attractive mum glow that may have an influence on the audiences gender appearance (reference to Feature 01). This influence would be through the desire to more like the person Katone is presented as and is, as she is not playing a character role but is acting and speaking from what is assumed as personal experience. Having a positive attitude model play the role in this advert may be an influence to mums who lack the courage with their appearance as they feel there is limited time for themselves whilst taking care of the children and fulfilling the family role of the mother. This advert demonstrates that even though you may be a busy mum you can still take care of yourself along side the family. However, having a female model dressed in modern fashionable clothing and only referencing to ‘mums’ could have been seen as offensive to the opposite side of sex, dads, as they may be the family member who does the food shopping, which is not an uncommon role for the man of the family in the 21st century. This is also sending out the message to younger generations that it is the females job to do the shopping, rather than this role being shared between family members. On the other hand, it could also be said that using an attractive female model may be seen as a way to still attract the male audience without addressing them directly. This could be seen as a way of attracting the male audience to the shop at Iceland as they may meet such women. However it has a been said that ‘men respond positively to male imagery and women respond positively to female imagery’ Sheehan, K 2004. This would be a controversial comment that many may not agree with. The two different opinions are key as advertisers will think in the eyes of their audience when producing an ad. Thinking of their audiences opinions is essential in devising ways to draw the audience into their product/company without the individual actually knowing it themselves. This has been demonstrated by the Iceland adverts through the use of subliminal messaging or the imagery and representation in an advert.

Through the changes of the updating adverts through product change or a new casting, we have now seen an overall change of gender roles especially in this subject of advertising. In particular, the advertisers of Iceland have decided to take a different approach and use a male model to attract their audience. This change is essential in keeping up with cultural changes in society however still using a model that men and women desire to be like. As the previous advert may have appeared as being sexist, with the slogan addressing only the feminine gender, the actor was changed to Peter Andre in 2014, where the slogan ‘That’s why mums go to Iceland’ being adapted to ‘Thats why Peter goes to Iceland’. Once again the advertisers chose a seen to be attractive model to relate to and attract their target audience of men and women. Andre is presented in a slick fashionable way wearing modern clothing and having a glowing tan (reference to Feature 02). This again plays on the idea of the transfer of positivity from the model to the product, in this case the supermarket. Using a male model moves away from the gender stereotyped role of the female figure doing the shopping, however still attracting both a male and female audience through desirability and reliability. Women may desire to be with a man who maintains such characteristics as Andre and men may relate to these characteristics, therefore the advert is successfully attracting both a male and female audience, moving away from gender stereotypes. This again can be an influence of a persons ideas and views of gender. For example, a young child may watch the advert and take influence from the model which leads to their ideology of what a man should look like, taking into account the characteristics demonstrated by the model. The Gender Scheme Theory by Sandra Bem 1981 explains how individuals become gendered in society and the influences that maintain and transmit sex-linked characteristics. In society many may agree that to be at gender equality a man and women should both be used in this form of advertising together to demonstrate that this role is equal. Having these models act in the supermarket advert can change and influence a persons opinions and ideas whether that be socially or privately. These views may relate to whether they agree or disagree with the gender stereotype roles or whether they are not aware with the stereotyping, as it is something that they have always known therefore do not see the issue of only displaying one gender carrying out a role, rather than as an equal by displaying two individuals together.

Although the work by Bartsch focused on men and women being viewed separately in advertising with the sexes rarely being featured together, the change in advertising has seen an increase in men and women being presented together, whether that be in photography form or film advertising. One form of advertising that sees men and women being featured together is underwear ads. The exploration of models has been seen as an increasing approach to advertising as ‘our culture constantly undergoes subtle changes’ Soloman & Ashmore 1992. Male and female models are continuously used in advertising as it is what attracts the audience to the product, through reliability and/or desirability, whether they are used in a active or disengaging way. It was said by Ashmore & Soloman (1992) that ‘the idea is that we, as human beings, find specific facial and body configurations pleasing to view’. This would relate to why particular advertisers use models in a way that they are interacting with the product, such as the Calvin Klein (CK) underwear ads, where the models are wearing only the underwear product that is being advertised. Calvin Klein has been known for its extravagant advertising from ‘the term shockvertising’ surfacing ‘with a vengence when 15-year-old Brooke Shields was shown lying on her back wearing tight jeans and murmuring “Nothing comes between me and my Calvins. Nothing”. This caused a ‘public outrage’ and therefore ‘helped ensure the company’s high profile’ Saunders 1998.

Through time CK has worked on their status using the most popular and desired male and female celebrities at the period of release, to gain the attention of the audience and to give off the message that they are providing a premium product that is desired in the fashion industry. For example the current release in 2015 features Justin Bieber and Kendall Jenner individually photographed and with other models. These two young individuals are idols who many aspire to be like, through following them on social media and in the public eye, leading to the celebrities having a high popularity rating.

In the poster of Kendall Jenner (feature 03), displayed in a number of forms, some of which being on the internet and on a large scale billboard. Jenner is presented in a minimalist way to draw the audiences attention to the product that is being advertised. Having a simplistic design also relates to where the design will be displayed. As the poster will be displayed in a range of sizes, the design is versatile in a sense that it will give off the same excellence of quality no matter what size it is displayed in. Having the model only wearing the product that is being advertised is a technique that it used by many to focus the audiences attention on the product itself, as well as the model making the product appear desirable. Furthermore, the black background of the poster against the white of the models skin highlights the desirability of the female figure as she is displayed as being pure and innocent with no imperfections. This sense of beauty attracts the audiences to purchase the product which is the main aim of advertising, no matter how subtle them imagery is, the audience is always made to want the product. This technique has been described as being used to ‘transfer positive effect from the model to the product’ Gulus & Mckeage, 2000. Moreover, as these adverts are using such current desirable male and female models they are giving off the message that to be more like the beautiful, young models, you must purchase the Calvin Klien underwear, even though in many cases this desired look of beauty is ‘impossible to attain yet attempts are still made to attain it by purchasing the product’ Sheehan. K 2004. This is the aim of many fashion advertisements as they play on the strengths of their audiences culture, drawing them in through the appearance of beauty. If the target audience of this advertising, which varies from teenagers to middle aged men and women are influenced by these models, then this may have an affect on their gender and/or their idea of gender. This therefore leads to it being said that advertising does have an impact on the way we view gender and contributes towards our construction of ideas of gender.

Through the exploration of the extent to which advertising constructs our ideas of gender as well as our social and cultural attitudes, it is argued that advertising is a contributing factor of individuals ideas and opinions from an early age. Many may agree with this statement and many may disagree, each sides can be argued with evidence, however the most likely solution is that advertising has a large effect on our ideas and opinions. John Berger 1972 described advertising as being ‘surrounded by images of an alternative way of life’ and we are being shown the ‘people who have apparently been transformed, and as a result, enviable’. This demonstrates the scale of advertising and how it is continuously present throughout our lives without the audience always being consciously aware of it. This is because we see advertising in a vast number of forms therefore are not necessarily aware of the impact that it is having on our opinions and culture.

As advertising is present in an individuals life from a young age it could be said that it is an influence of a child's gender schema. The child would recognise male and female characteristics displayed in the advertising and associate them with characteristics displayed physically in their life. This influence would continue throughout their life, frequently having an affect on their ideas and opinion of gender appearance and social attitudes. This may lead to a change in their own appearance as well as their beliefs, for example whether they agree or disagree with gender stereotyping and are aware of the stereotypes in their culture. The style of advertising is continuously changing therefore having a frequent change on our ideas and beliefs however remaining appropriate to the specific cultures of the target audience to ensure that there is always a reliability factor within the advertising so influence the audience to purchase the product.