Name: Richel Leola Sumagang Section Code: E233

Gender and Advertising

This advertisement breached its rules on social responsibility, harm and

offence to gender, sex and sexuality. In contrast to the Australian code, Britain’s
Advertising Standards Authority is now obliged to consider the cumulative health
impacts of portrayals. This ad is intentionally trying to take services. "Not Just
Cooling" provides a comprehensive commercial air conditioning and refrigeration
service and aim to supply and install effective and efficient air conditioning
solutions to heat and cool businesses and homes. But from this ad, it unintentionally
shows perceive to objectify women and pervasiveness of these types of portrayals
perpetuate problematic gender norms. As a woman in my mature age, I think one ad
itself cannot be harmful. But when you see thousands of these ads, especially for
young girls and boys, they see what the standards are for when they grow up and a
bad norm for treating women in our society.
 The intended audiences for this advertisement are both women and men in
their mature age except to those young girls and boys. Because this is just an
advertisement from an air conditioning company who take services from their
costumers, everybody is audiences. But the stereotype of this is the advertisement
itself. It shows problems in the gender norms on how to respect and address women.
This ad receives negatively from the audiences especially women. This ad is not
effective because it has a lot of negative impacts and can change sexual perspectives
from the youth. If I can make adjustments and changes from this advertisement, I
would change the stereotype which stated, "Your Wife Is Hot" to "Atmosphere Is
Hot" because the first one has a negative impact for women in the society.

This Dove advertisement has a positive view on sex, gender and sexuality
especially for women. This advertisement is intentionally trying to sell their
products which are Dove Firming Regime. It is an innovative range from Dove that
gives you firmer, smoother skin in just two weeks. Inspired by Thalasso therapy,
Dove firming products combine ancient beauty remedies with the latest in scientific
beauty theory to give you fantastically firmer skin whilst also helping to reduce the
appearance of cellulite. The unintentional message from this advertisement has
positive impacts to women of the 21st century because it makes society feel like they
shouldn't have to be a certain size in order to look beautiful or pursue a career in
modeling. Also, it makes them feel more confident in their own body and takes their
mind away from having to achieve a slimmer body. The message of this advert is
that women look as good as they feel which simply means that if they feel confident,
they look confident and don't need to be skinny or fit in order to do well in life.

The intended audiences of this advertisement are women. From this ad, there
is no such thing that makes it as a negative or a stereotype that's why this ad
receives from the audience positively because this advertisement boost the self-
esteem and confidence of the women. It analyzes the Dove Real Beauty Campaign
from marketing and public relations perspective as well as women’s and gender
studies perspective. Dove’s Real Beauty Campaign sprung from the idea that all
women are beautiful and it sought to change the status quo by showing the natural
physical variation embodied by all women and inspire a broader, healthier, more
democratic view of beauty. As the power of the Dove Real Beauty initiative appears
to be fizzling out with its current diluted advertising, it nonetheless was a
groundbreaking, revolutionary campaign that was successful in ushering in a new
age of female empowerment. If I am to ask, I will not make an adjustment and
changes from this advertisement because it exemplified the advantages and
overwhelming responsibility that came with a “real beauty” of women. It will serve
as an educational tool for the fields of marketing, public relations, and women’s and
gender studies.

Advertisements are shaped not only by the industry that makes them, but
also by the gender and culture of the society in which its industries belong. In
advertising, women and men viewed by the advertisers differently. Not only have
that, but men and women also brought different perspectives to advertising. Thus,
we can assume that men and women create different meanings from advertisement.
 Given that men and women differ in many ways, it should not be surprising
that advertisements portray men and women differently. These different portrayals
result in intended and unintended effects. When looking at portrayals and imagery
of men and women, it is important to examine a body of advertisements. Not just
one or two specific advertisements that have imagery that may be stereotypical or in
other problematic ways. The advertising world is inundated with different types of
stereotypes, ranging from gender and race to socioeconomic roles. Gender roles in
commercials are especially prominent. Advertising often shapes cultural views and
creates norms by introducing a product or service alongside an idea that makes that
product desirable. Stereotypes are created by the continual, extended exposure of
consumers to patterns of imagery. Pervasive gender stereotypes in advertising that
objectify women can limit their aspirations, harm women, men, and our society as a
whole.

In my opinion, advertising in a whole is not enough to make the stereotypes

lessen. It is important that advertisers must avoid stereotyping. Stereotypes in ads
can contribute to inequality in society, with costs for all of us. Put simply, we found
that some portrayals in ads can, over time, play a part in limiting people’s potential.
Base on my experiences, I've seen lot of people, especially women who are very fund
in buying products which can make their appearance better. In some advertisement,
it shows that white-skin tone is the basis of beauty and actually discriminate the
morena beauty. I, myself is one of the women who also influenced by this
perceptions. For me, to improve future advertisement there’s no question that
technology will continue to shape the future of advertising. The most important
thing in advertising is that advertisers must avoid stereotyping in gender and
sexuality. That is all I can suggest about it. Simple but can change lives.