Investigation: Explore the representation of women through advertisement through a feminist point of view
Aim: To conduct an investigation which shows evidence that the objectification of women has become something acceptable in todays society. My hypothesis is that society has pressured women into become unrealistic ideals, conforming to society's image of beauty, to such an extent that it has become 'normal'.
Materials used for investigation include:
- Woman & Home Magazine
- Cosmopolitan Magazine
- American Apparel website
Summary of key points taken from Woman & Home Magazine:
- Women being treated as blank canvas's giving makeup the ability to change someone's appearance completely
- Women being expected to look perfect and flawless 24/7
- Women being stereotyped as having the housewife role (contextual link to The Good Housewife)
- Contradictory notion of having inner beauty yet needing to be physically changed
- The concept that losing weight will guarantee happiness and security
- Aesthetic beauty products being a necessity for women
Summary of key points taken from Cosmopolitan Magazine:
- Women feeling pressured to lose weight and resorting to crash diets and quick fixes
- Curvy women being ostracised
- Women being held up to too high expectations and unrealistic weight goals
- Women needing to be hot and sexy to keep the male happy in the relationship
- Women resorting to artificial beauty to maintain society's perception of beauty
- Women feeling insecure about their bodies when compared to models etc and feeling the need to change
Summary of key points taken from the American Apparel website:
- Women being sexualised and treated as objects with no identity
- Women being treated in a degrading manner, especially when compared to the male models
- Advertisements could be considered offensive due to overtly sexual poses
- Using sex to sell
References used:
