Sociology 2172A/B Lecture Notes - Lecture 2: Dieting
22 Dec 2019
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No, they"ve gotten worse, although the biggest change is she is no longer alone: focused on advertising because of its powerful force. It"s everywhere: the images stay with us and we process the majority of them subconsciously, ads sell more than products. Images, concepts, normal state: tell us who we are and who we should be, about women. Ideal image of female beauty based on absolute flawlessness. Image of american beauty is everywhere: young, thin, blonde, blue-eyes, white. Early advertising research 1970s-1980s: didn"t prefer stereotypical depictions, more favourable response to gender (stereotyped ads, based on, reactions, purchase intentions, behaviours, not what they say, but rather what they do. Representation of women: advertising sells normalcy, creates an image of the perfect woman or man, less than 5% of the population, advertising needs women to feel insecure about themselves or they won"t generate $ New representations of women: differently but not necessarily better, starting to use men as sexual objects.
