Media Image Analysis Paper Advertisements remain the primary source companies use in order to gain public exposure for their products. Everything from food services, to car dealerships, to medication, invade internet websites and television networks. However, the ads used for these products frequently contain sexism, gender stereotypes, and white actors or actresses. H&M is a clothing company, and in their new ad for autumn 2016, they challenge the definition of being a lady. This essay will include a summary of the ad along with an analysis of H&M’s ad’s stance on gender roles, marginalization, and how it relates to a research article on gender roles in advertising. The ad shows women of different sizes, ages, and ethnicities performing
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This means that in society women and men are expected to act specific ways and if a person refuses to follow the norms, they tend to be shunned as outcasts. The ad’s images remonstrance stereotypes of what it means to be a lady. Some of these stereotypes came about from previous societal views throughout history along with different cultural views. In lecture, the nuclear family dynamic view helps explain how certain stereotypes came into being. Men were seen as primary breadwinners, head of household, and the family authority. While women stayed home, cleaned the house, and cared for the children. H&M’s ad shows a woman in the workplace not only working but leading a meeting of a group of men. In most advertisements women play roles within the household while men tend to be shown in the workplace in leading positions. The video also showed a muscular woman. This defies gender roles because strength typically characterizes men and the word fragile tends to characterizes women. Almost every part of the video ad, contains a woman acting against modern women stereotypes such as, a woman sitting with open legs, a woman with unshaven armpits, a woman cleaning her teeth in the middle of dinner and a woman eating french fries in bed. By including these images and actresses within the ad, H&M …show more content…
They hypothesized, “that there will be more men than women depicted as primary characters” as well as “female primary characters will be depicted as younger compared to male characters” (315, Mattes, Pricler, Adam). They used thirteen countries for their research and monitored a set amount of ads from each country. The results from their research revealed that in seven countries males played the primary role as well as female actresses were younger than their male counterparts in the ads. They concluded from their research, “that there appears to be a global pattern of gender stereotyping still at work” (325, Mattes, Pricler, Adam). Therefore based on the direction H&M decided to go with their autumn 2016 advertisement, they acknowledge that gender stereotypes surround most media seen
This means that in society women and men are expected to act specific ways and if a person refuses to follow the norms, they tend to be shunned as outcasts. The ad’s images remonstrance stereotypes of what it means to be a lady. Some of these stereotypes came about from previous societal views throughout history along with different cultural views. In lecture, the nuclear family dynamic view helps explain how certain stereotypes came into being. Men were seen as primary breadwinners, head of household, and the family authority. While women stayed home, cleaned the house, and cared for the children. H&M’s ad shows a woman in the workplace not only working but leading a meeting of a group of men. In most advertisements women play roles within the household while men tend to be shown in the workplace in leading positions. The video also showed a muscular woman. This defies gender roles because strength typically characterizes men and the word fragile tends to characterizes women. Almost every part of the video ad, contains a woman acting against modern women stereotypes such as, a woman sitting with open legs, a woman with unshaven armpits, a woman cleaning her teeth in the middle of dinner and a woman eating french fries in bed. By including these images and actresses within the ad, H&M …show more content…
They hypothesized, “that there will be more men than women depicted as primary characters” as well as “female primary characters will be depicted as younger compared to male characters” (315, Mattes, Pricler, Adam). They used thirteen countries for their research and monitored a set amount of ads from each country. The results from their research revealed that in seven countries males played the primary role as well as female actresses were younger than their male counterparts in the ads. They concluded from their research, “that there appears to be a global pattern of gender stereotyping still at work” (325, Mattes, Pricler, Adam). Therefore based on the direction H&M decided to go with their autumn 2016 advertisement, they acknowledge that gender stereotypes surround most media seen