1) How does Mistry suggest advertising has changed since the mid-1990s?
She claims that since the mid-1990s the sexual orientation displayed within the adverts has significantly increased. there is also an increase in homosexuality. This gives the audience of advertisements a view of the sexual side of women and might fulfil the male gaze however that is, not the aim it is more to empower women to make them feel comfortable no matter what they wear.2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?
Very sexist visions of females were often portrayed in those advertisements such as their lack of strength as well as their duties to serve their men and clean/cook around the house.
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
As previously stated, clothing has become a lot more revealing in order to sexualise women, not for the male gaze audience but more to influence their 3rd wave of feminism
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
3) How did the increasing influence of clothes and make-up change representations of women in advertising?
As previously stated, clothing has become a lot more revealing in order to sexualise women, not for the male gaze audience but more to influence their 3rd wave of feminism
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
Laura Mulvey came up with the male gaze theory which refers to male viewers/ media consumption to view females in a sexualised/ objectified manner.
5) How did the representation of women change in the 1970s?
Now women are presented as independent individuals with some claiming 'they don't need men' personally I feel as though in this day and age most things including gender as back in the 1970s both males and females were brought up to be a certain manner and that, why we see similarities in some older (sorry middle-aged) adults as that, is the way they were brought up, however, I feel with the bringing of 4th wave feminism everyone has lost their identity and is unable to be represented in a certain way and if a label is tried to be put on someone then you have to face the brutality of cancellation.
6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?
Because although it seemed as though they achieved their goals in order of being able to freely represent themselves, they were still partially under the influence of the male gaze and therefore no matter what they tried to do there would always be a large group who have not forgotten the old ways and still thought it was right to sexualise and objectify women as they were just subjects of satisfaction to males.
7) What does Barthel suggest regarding advertising and male power?
6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?
Because although it seemed as though they achieved their goals in order of being able to freely represent themselves, they were still partially under the influence of the male gaze and therefore no matter what they tried to do there would always be a large group who have not forgotten the old ways and still thought it was right to sexualise and objectify women as they were just subjects of satisfaction to males.
7) What does Barthel suggest regarding advertising and male power?
Barthel suggests that advertising often uses women's bodies as objects to sell products, which reinforces the idea that women are passive and exist primarily for the pleasure and consumption of men. This, in turn, reinforces male power and reinforces traditional gender roles.
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
he argues that the "femme fatale" representation perpetuates a limited view of femininity as something that must be enhanced through makeup and that women's power lies in their ability to seduce and manipulate men through their appearance. pretty much he is stating that women might even try to disguise themselves as dominant but it can still be turned on them by men.
8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?
he argues that the "femme fatale" representation perpetuates a limited view of femininity as something that must be enhanced through makeup and that women's power lies in their ability to seduce and manipulate men through their appearance. pretty much he is stating that women might even try to disguise themselves as dominant but it can still be turned on them by men.
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