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  • Male Representation and Advertising

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    Dee Watson
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    The document discusses how the role and representation of men in advertising has changed over time. In the 1950s, men were typically portrayed in family roles like husband and father. In the 1960s, images of young, single affluent men became more prevalent. The 1970s saw men beginning to experiment with gender roles in response to social changes, though they remained dominant in ads. The 1980s brought a focus on conspicuous consumption aligned with Thatcherism. By the 1990s, ads featured more ambiguous images that different audiences could relate to in various ways. The concept of the "male gaze" is also discussed, where traditionally women were the objects of the male gaze, but representations have become more flexible and complex.

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    The role of men in society

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    The document discusses how the role and representation of men in advertising has changed over time. In the 1950s, men were typically portrayed in family roles like husband and father. In the 1960s, images of young, single affluent men became more prevalent. The 1970s saw men beginning to experiment with gender roles in response to social changes, though they remained dominant in ads. The 1980s brought a focus on conspicuous consumption aligned with Thatcherism. By the 1990s, ads featured more ambiguous images that different audiences could relate to in various ways. The concept of the "male gaze" is also discussed, where traditionally women were the objects of the male gaze, but representations have become more flexible and complex.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
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    267 views9 pages

    Male Representation and Advertising

    Uploaded by

    Dee Watson
    The document discusses how the role and representation of men in advertising has changed over time. In the 1950s, men were typically portrayed in family roles like husband and father. In the 1960s, images of young, single affluent men became more prevalent. The 1970s saw men beginning to experiment with gender roles in response to social changes, though they remained dominant in ads. The 1980s brought a focus on conspicuous consumption aligned with Thatcherism. By the 1990s, ads featured more ambiguous images that different audiences could relate to in various ways. The concept of the "male gaze" is also discussed, where traditionally women were the objects of the male gaze, but representations have become more flexible and complex.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
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    Representation and Advertising

    The role of men in society

    How Men have changed:


    Becoming more involved in actually buying things. Having more products targeted at them. No longer seen as the exclusive breadwinners. No longer automatically predominant in public life. More often seen as the prey rather than the hunter in sexual relationships. Homosexuality is more acceptable as a lifestyle.

    1950s
    Men portrayed in terms of family roles: Husband, Dad, family provider.

    1960s
    The image of the young, single, affluent male becomes more prevalent.

    1970s
    The post 1960s backlash resulted in men beginning to experiment with their changing status Glam rock/David Bowie/Andy Warhol all challenged the male stereotype within pop culture. Nevertheless they were still clearly perceived as dominant in advertising.

    1980s
    A response to Thatcherite ideals which encouraged ostentatious consumption, combined with a growth in the number of middle class men going on to higher education.

    1990s
    Suddenly there appears to be a preference for ambiguous images. Consumers can relate to these from differing points of view

    Consider the following four posters and and note down your response

    The Male Gaze


    The traditional view is that women are encouraged to believe each part of their bodies need to be made attractive to the male gaze.
    Laura Mulvey and her essay Visual Pleasure and Narrative Cinema which was published in 1975. In it, Mulvey states that in film women are typically the objects, rather than the possessors, of gaze because the control of the camera (and thus the gaze) comes from factors such as the as the assumption of heterosexual men as the default target audience for most film genres

    Andrew Wernick
    The image has changed from male hunter to one of passive and hunted. http://www.youtube.com/watch?v=09NbxXyrH6k The Iconic conventions of promotion are becoming flexible enough to allow men and women to be positioned at either end of the objectified/objectifying sexual continuum. http://www.youtube.com/watch?v=a0yeE7YzrAk

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