Zairah Mohammed 10B

Media Studies Essay-Mr Whittington

Compare the representations of gender in print advertising using

examples from real texts.
In this essay I will analyse how advertising challenges traditional stereotypes in
consumer products. I will be focusing on Mr. Leggs Trousers (1960), Van Hessen Tie
Ad (1950) and a modern ad by Nike Plus. I will explore how the designers have used
a range of code, conventions and techniques to create the ads. Mr. Leggs was a
popular company which sold trousers for men and Van Heusen was a famous
company which sold ties for men in the 1950s. There are traditional gender
stereotypes in advertising such as women typically shown working in the kitchen
and seen as the carers who cook the meals and make the pack lunches etc.
Women were always expected to fulfill specific gender roles as cleaning, cooking
and child bearing. Men are seen as the ones who go out to work and are the
heads/bosses of the family. Adverts in the 1960s were most commonly
advertised as wives being completely controlled and influenced by their husbands,
feminine products to help impress their husbands, cleaning products, and endless
cooking
and1960s
references
to the
benefits
of staying
in was
the kitchen.
There
was a lot of
During the
however,
sexism
against
women
considered
as appropriate,
gender
inequality
and
shows
how
women
were
looked
at
compared
to
men.
normal and common as it was expected both by women and men, so there was nothing
done about it or to change it. Life was based around the idea that women would live for
their husbands and family. In this time women and men being presented in this way was
a dominant image.
Print advertising uses gender to sell products as they influence their audience by
creating an aspirational picture in their mind. There are ideas such as women being
sexualised or have to have a certain appearance in order to be accepted by society.

In this advert for mens trousers; Mr. Leggs, the

designers have used a range of conventions to create a
representation. The slogan is its nice to have a girl
around the house which indicates how women were
looked upon in 1960s. The target audience is men and
along with this brings a message of sexism which
appeals to mens macho side, an image of an obedient
woman as a way to sell everything from crinkle free
trousers. The message given along with suggests that
wearing the trousers (which is the subject of this ad);
and the tiger lady as a rug; shows that she was ready to
have him walk all over her with the trousers hes
wearing. The advert also indicates that women are
there for decoration whilst men wear the trousers which
show how women were treated in that time and era.
This attracts men to buy the product as they would want
to be just like that man in the advert because treating
women in this way was considered as normal. Another
convention used is the logo shown below at the corner
of the advert and a short description which talks about
the product and what is good about it, persuading their
audience (men) to buy it. The colour of the advert, black

Zairah Mohammed 10B

Media Studies Essay-Mr Whittington

In this advert promoting mens ties; the designers have also

used a range of conventions. The slogan show her its a
mans world indicates how amazing a mans world would
be when wearing the tie (a way to promote the product) The
illustration given on women is gender imparity due to the
fact that the woman is on the floor serving the man on her
knees like his servant whilst the man is smiling in his bed
just relaxing. The posture of the man shows that he doesnt
have to do anything and has the woman obeying him like
she is his servant. The womans cheek indicates that all
women will be as hardworking as it is red which indicates
that the tie has the power to this all. The target audience
for this advert is men as in the small description it states
for men only! This advert gives the message to men that
the same so called amazing experience and fun would
happen to you (but not for the/your woman although it
shows she is enjoying herself) if you wear and buy the tie
which may also be their unique selling point. Another
convention is the simple symbol to represent the company
which is the name itself (logo) which is very simple and
easy to follow. There is a small description explaining and
promoting the product to persuade their target audience to
buy it. The product which is a tie shows how important
business was to men mainly back in the 1960s. The
background is plain so your main focus is on the ties and
the picture as it shows how good a man would look wearing
a Van Heusan tie. I strongly disagree with this advert due
to the fact that the imagery is unacceptable showing a
woman as a slave to the man. This shows that behaving in

Zairah Mohammed 10B

Media Studies Essay-Mr Whittington

The advert I have chosen is the Nike plus advert. In this

advert the slogan Ladies First, Men Second illustrates
the opposite than back in the 1960s advertisements I
have just described. Women in todays society are not
The
two advertsas
are
to the fact that
discriminated
it similar
is seen due
as inappropriate
andthey are presenting women in the
same
manner inintheir
by usingThe
sexism
to sell their products and the
unacceptable
this advertisements
time of todays society.
slogan
message
given
to
their
audience
is
similar.
Both
adverts
suggests women can be more powerful than men going have the same target
audience
which
is men,
who stereotype.
are rich andIneducated.
This
gives an impact as it
against the
typical
gender
this advert
they
successfully
intrigues
theastarget
audience.gender
Both adverts
show a similar gender
are presenting
women
the dominant
however
representation
on
women.
These
adverts
are
not
fair
representations
as it is
they are still exploiting her body by showing her legs
showing
women
and showing
men as
which isnegativity
still goingtowards
along with
the gender
stereotype
of a superior gender
compared
to women.
I believe
inthe
equality
andher
fairness
and that everything should
women being
an object
due to
fact that
legs are
beexposed
the same
for
everybody
and
gender
should
not
be
differentiated
which is why I
despite the fact that she is wearing a jacket
strongly
disagree that is generally cold where the ad is set.
which suggests
This poster challenges assumptions that women are
weaker than men as it says join the men vs. women
challenge and shows the woman running in the
background with technology on her arm indicating how
shes ready to take the challenge and go forth with it.
There are bright colors which show there is optimism for
women and there is aspiration and hope for women. The
slogan Ladies First, Men Second also encourages
women to take part in the challenge and to prove
something to men considering the stereotype of gender
differentiation. However, I still disagree with this
advertisement due to the fact that there is still no

Zairah Mohammed 10B

Media Studies Essay-Mr Whittington

Finally, the last advert I have chosen is

the Pandora advert of which is trying
to advertise their jewelry of which this
very woman is wearing. The advert is
selling the lifestyle in the basis of
selling an image of how you could look
like wearing the jewelry as well as the
fact that you can become just like her.
In this advert she is represented as
beautiful and perfect because of the
makeup she is wearing as well as her
hair. This also shows you have to be
beautiful like her as well as the jewelry
that makes you attractive. However,
she is slightly
sexualized
due to impact
the
In conclusion,
a negative
is given on society as the ads are showing women
way she
is
holding
her
shrug
as
if
she
objectified as they are not seen with the same status as men. Sexism and gender
inequality is illustrated as a positive attribute towards society, meaning it is
considered as normal. The adverts commonly share ideas of the role of men and
women as in both genders are different from one another. Throughout time both
genders have not been illustrated as being the same status. Media is a massive
influence on the way people think, what they say and do as it is a massive element

Zairah Mohammed 10B

Media Studies Essay-Mr Whittington

in our everyday lives. It would affect the society to treat women in this
inappropriate way and manner although this is considered as ordinary as these very
ideas are illustrated through movies, music videos etc. I think that these gender
representations are inconsiderate as woman can be on the same level as men. Men
are not better than women; neither are women better than men. Further to this,
everything is equal for everybody and your gender should not be dictating that.