10 Sexist advertisements.

Feminism research

Feminism: What is it?

Feminism is a multi-disciplinary approach to sex and gender equality understood through social theories and political activism. Historically, feminism has evolved from the critical examination of inequality between the sexes to a more nuanced focus on the social and performative constructions of gender and sexuality. 

Feminist theory now aims to interrogate gender inequalities and to effect change in areas where gender and sexuality politics create power imbalances. Intellectual and academic discussion of these inequalities allows our students to go into the world aware of injustices and to work toward changing unhealthy gender dynamics in any scenario.

Feminist political activists campaign in areas such as reproductive rights, domestic violence, gay marriage, and workplace issues such as family medical leave, equal pay, and sexual harassment and discrimination. 

Anytime stereotyping, objectification, infringements of human rights, or gender- or sexuality-based oppression occurs, it's a feminist issue. 

http://wgs.eku.edu/what-feminism-0

Collage images

These images i found in various gardening magazines, I cut them out and scanned them in, editing the colours slightly on photoshop, I wanted to use flower imagery a it often represents femininity and as I have spoke about women as a key themes throughout. 

Rationale

http://www.youtube.com/watch?v=_FpyGwP3yzE

I look extensively at Jean Killbourne's Killing us softly, 

Essay Structure

Introduction

- Exposure to advertising + figures etc
_Raise the question 'What impact does this have on society'
- Especially on women and younger girls, whats their perception of themselves?
-How this impacts how men think of women

          Key theories used without
          Gender studies :Feminism - Radical / Liberal
          Marxism//Neo Marxism
          Marxist Feminists, Link between capitalism and patriarchy
         
How does consumerism create complex gender differences?

Main Body

Methodology

Women in advertising affects the perception of women
     - Case studies
     - Negative or Positive
     - Since beginning of advertising
     
Femininity what is it?
Masculinity what is it?
   Karyn Franklin
   Malves and Lacan  Emasculate and femininity
   The Gaze

Talcott parsons
  - impact on the family
  - how this effect the way the family functions
  - how advertising keep the sexes in their sturdy roles
  - Expressive role instrument role
  - Is this past onto the next generation?

Violence within advertising
 - radical feminists
 - Domestic violence figures
 - Case studies from Dolce and Gabbana
 - Budweiser Advertising
 
As well as depiction and suggestions
- Are men perceived as and used in the same way as females are?
- Killbourne, Killing us softly
- Other case studies,
                   - BMW
                   - Calvin Klein
                   - Luis Vuitton
                   - marxist Feminists

Visual Amputation and sexualisation

Sexualisation or objectification - instrument of sexual pleasure,
Feminism
Disregard for personal and intellectual abilities,
- The focus on individual body parts

However this could of changed
   - Impact of paid work
   - Founder of body shop ( no fuss advertising)
   - Dove advertising - Empowerment of women
   - Multiethnic society ( Asian women often presented very positively, such as in the education system)

Caroline Herdmans- Sex objects- not empowering

SEX SELLS
- Swedish advertising- Ikea?
Body Image
- Case studies - Ralph Lauren
- High fashion , size 6
- Soft ware, Editing
- Real Women
CASE STUDY ;the more you subtract the more you add,
          Promlems for young girls

Conclusion
 - Case studies
- Feminist Arguments
- Sum up each argument in chapters
- Methodology
- The argument which answers the question  

Edited Questionare's

After speaking to Richard, I decided to change the wording slightly of my questionnaire, as some of it was a little bold and often gave the question away, as well as some of them being misleading. With Richard's help the questioners are now ready to put on the internet and print out in order to ask people face to face. 

Essay Quotes

I wanted to collect quotes before I started my essay so I did research into the work of Jean killbourne, I have look at her work extensively and throughout my essay I have quoted her and her work. 

Jean Killboune has done a series of videos based on her work, one of these is the famous 'killing us softly', she talks about figures in america and the Uk on eating disorders and how being introduced to advertising at an early age can be dangerous. Much of my own essay is based on her work. 

Notes on Feminism

 Before starting my essay I wanted to have a good idea about how the theory related to advertising so I have written a mini essay on the subject, this gave me a good background idea of the theory. Its also something which i could use within my essay to help me to structure it.

Feedback forms

Feed back forms From richard

Second Primary Research

In December 2013 I decided to do a study between 12 editions of vogue in 2008 and 1987, I looked at how many advertisements by the big Fashion brands below had women posing provocatively or had more than one sexual part of the body on show.

Questionnaire Introduction

Sexual Objectification within advertising Questionnaire introduction

Extensive research has demonstrated the results of sexual objectification in the media. Many would argue depression, appearance anxiety, body shame, sexual disfunction and eating disorders are all among the growing list or repercussions. Work through the statements and circle the relevant number according to how much you agree with the statement, please answer as accurately as you can.

COP Questionare

Strongly agree            (1)

Agree                         (2)

Have no 
opinion         (3)

Disagree                     (4)

Strongly disagree       (5)

1.     My attitude towards advertising in general is positive

1     2     3     4     5

2.     Most advertisements are believable

1      2     3     4     5

3.     I usually buy products that are advertised

1      2     3     4     5

4.     Advertising can persuade me to buy things that I don’t need

1     2     3     4     5

5.     Advertising doesn’t influence me

1     2     3     4     5

6.     I am concerned about the representation of women in advertising

1     2     3     4     5

7.     Advertising portrays women more positively now than in the previous decade.

1     2     3     4     5

8.     Advertisers should be more responsible for their ads

1     2     3     4     5

9.     Most advertisements don’t reflect the progression of women status in society

1     2     3     4     5

Statements regarding role portrayals

10.   Advertising reflects reality

1     2     3     4     5

11.   Advertising portrays women realistically

1     2     3     4     5

12.   Advertising accurately portrays women in most of their daily activities

1     2     3     4     5

13.   I associate myself with women in advertising

1     2     3     4     5

14.   Usually woman in advertising are positive role models or examples to follow

1     2     3     4     5

15.   Advertising shows men more realistically than it shows women

1     2     3     4     5

16.   Advertising accurately shows men in most of their daily activities

1     2     3     4     5

17.   According to advertisements women do not do important things

1     2     3     4     5

18.   According to advertisements women make important decisions

1     2     3     4     5

Statements regarding perceptions of women

19.   According to advertisements women are dependent on men

1     2     3     4     5

20.   According to advertisements women need men’s protection

1     2     3     4     5

21.   Advertising discriminates against women of older age

1     2     3     4     5

22.   Advertising should show older women more often

1     2     3     4     5

23.   Advertising usually shows women as sex objects

1     2     3     4     5

24.   Advertising usually shows men as sex objects

1     2     3     4     5

25.   I don’t mind advertising using female sexuality to attract attention

1     2     3     4     5

26.   I don’t mind advertising using Male sexuality to attract attention

1     2     3     4     5

27.   The use of female sexuality in most of advertising is inappropriate

1     2     3     4     5

28.   I would prefer to see women in advertising dressed less seductive

1     2     3     4     5

29.   Advertising that sexualizes women should be restricted

1     2     3     4      5

30.   Advertising normalizes the sexualisation of women

1      2     3     4     5

Questionare graphs

Visual Graph Results for COP Questionnaire

After giving my questionnaire to 104 people, i narrowed it dow to 100 people so that I could make percentages more easily. I did 5 online questionnaires and got the rest of my results by asking people face to face. I went round people houses in Hexham and Hyde park in Leeds, asking if they would like to take part, I managed to get a huge amount more results than I expected and found that people seemed really interested in my topic. Here are the results, there are 30 graphs summing up my findings.