The first essay that caught my eye, was one entitled 'The Portrayal of women in television advertising', written by Carolyn Lin. She analysed studies of gender role portrayals of women in TV commercials. She write about how women are frequently shown as 'stay at home mothers' and usually come across as incapable of making a decision without a man. Women are put down or 'kept in their place', and are presented as primarily concerned with raising a family.
I have learnt that there are 'levels of media sexism' (Pingree et al, 1976) which separate the different roles that women play in advertisements and other forms of media. Level 1 is when the model is nothing more than a sex-symbol or a decorative item in the ad. She is only apparent for her visual value, and this is usually to sell a product. This kind of media sexism, usually involves the disembodiment of the female body. The woman is objectified and is almost sold with the product.
Level 2 is when women are portrayed in 'strickty traditional' roles, the stereotypical female 'home-maker'. This can be any kind of household task - cleaning, cooking, laundry etc. It also includes all women portrayed as 'stay at home' mothers. This traditional stereotype sees women as primarily responsible for bringing children up and depending on a man to go out to work to financially support her and the family. It gives the impression that women don't have the ability to work full-time jobs and that they don't have other concerns or aspirations outside of raising children.
Level 3 caters for women who are seen in a profession, but their first place is at home. This was named 'chiefly traditions' (Pingree et al). This level includes adverts that portray women as working and having a more equal role in society to their male counterparts, but having to come home to cook the dinner and complete other household tasks. This kind of media sexism allows for women to have more independence and control over their own lives, but on top of that, has the responsibility of traditional tasks in the home.
Level 4 treats women as equal to men, with no gender-roles present. These kind of advertisements include those which present both a woman and a man making a joint decision about something. It includes no sex-specific stereotypes and the message that is sent presents equality between both male and female counterparts.
A point that Lin makes is a finding from a previous study.
"Reid and Soley (1983) also found that interest in the product type is more influential in getting males to read ad copy, than the presence of an attention-getting, decorative female model in the ad"
(Carolin Lyn, Meyers, M)
This evaluation of a study gives such an insight into how advertisements work, and if presenting a women, half naked or in a sexual manner does not effect the product sales, then I don't understand why this still takes place in the media industry so much. It is doing nothing more than damaging the self esteem of many women and allowing men to have less respect for women who don't offer themselves as visual value. Children who are exposed to these images and messages in the media, grow up believing this is what it is to be a woman, and that this is what is expected them from society and even from their male counterparts.
I have learnt a lot from this essay and I am now understanding how this subject is huge, and how my research project will easily become too broad if I don't specify what I want to look at. From Lin's essay, I have learnt that women have been objectified for decades and decades into the past, and that this is an ongoing theme in media sexism. I didn't realise so many studies were completed throughout the 70's, 80's and 90's, analysing how women are represented in TV advertising. It is quite surprising to see that this much work and effort has been poured into gender equality in TV commercials, and still women are used as a decorative component or presented only in a traditional way.
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