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Portrayal of Women as “Submissive” In Advertising

Portrayal of Women as “Submissive” In Advertising. By Sadel Serra Dilmener. What is submissive?. “Inclined or ready to submit; unresistingly or humbly obedient.” Compliant Passive Controllable Weak Dependent. So, why women?. Rely on their emotions, desires, senses.

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Portrayal of Women as “Submissive” In Advertising

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  1. Portrayal of Women as “Submissive” In Advertising By Sadel Serra Dilmener

  2. What is submissive? • “Inclined or ready to submit; unresistingly or humbly obedient.” • Compliant • Passive • Controllable • Weak • Dependent

  3. So, why women? • Rely on their emotions, desires, senses. • Easily manipulated • Seek affection • Fragile

  4. How is this portrayed in ad’s? • Power Relationship • Positional and Visual Hierarchy • Implied Control & Dependence • Obedience and Serving • Lying Women Phenomenon “Ever wonder where we’d be if history had been herstory?”

  5. Power Relationship between man and woman: Physical postures and positioning: Man vs. Woman Facial expression: vulnerable, unhappy Partial portrayal of men

  6. Positional and Visual Hierarchy: Positional Hierarchy: Man vs. Woman Facial expression: obedient, neutral, adoring the man Succumbed, not objecting

  7. Implied control & Dependence Behavioral suggestion: Control Following a man, not objecting. Happy Behavioral suggestion: Dependence Woman trying to get man’s attention Worried Partial Portrayal of Man

  8. Obedience and Serving Behavioral suggestion: Obedience Body Language: intimidating Sexual Dominance Woman in man’s clothes: “Obey Me”

  9. Obedience and Serving Behavioral suggestion: Master-Servant Positional suggestion Men being pampered Partial portrayal of men

  10. Lying women Phenomenon

  11. Lying women Phenomenon Lying or leaning: need for support, weakness Partial portrayal of men Car: Car//Manly: Serving themselves to men http://www.youtube.com/watch?v=KbkDuUdk-QQ&feature=related

  12. What is the purpose? • Women dependent on men, compliant, fragile. • Facial Expressions: Seem in constant search for protection. • When men see these ads, they associate manhood with the product. • For women: Negative portrayals but may promise protection and guarding by men and thus attention. • These ads depict stereotypes and social norms since advertising reflects society. • In most societies today, men are dominant over women. • Women usually prefer dominant men and thus like being controlled.

  13. Thank you… By Sadel Serra Dilmener

  14. SOURCES “Isn’t It Time Women Stood Up?” (04/10/2009) http://www.youtube.com/watch?v=KbkDuUdk-QQ&feature=related (04/09/2009) Image#1: http://www.bwgreyscale.com/ads/david_yurman.html Image#2: http://www.ltcconline.net/lukas/gender/menincontrol/pics/mencontrol27.jpg Image#3: http://www.bwgreyscale.com/ads/calvin_klein.html Image#4: http://www.ltcconline.net/lukas/gender/menincontrol/pics/mencontrol7.jpg Image#5: http://www.ltcconline.net/lukas/gender/menincontrol/pics/mencontrol21.jpg Image#6: http://www.bwgreyscale.com/adimg14/adv_8029.JPG Image#7: http://muse.jhu.edu/journals/asr/v007/images/7.2unit07_fig40.jpg Image#8: http://www.bwgreyscale.com/adimg05/adv_2434.JPG Image#9: http://www.ltcconline.net/lukas/gender/menincontrol/pics/mencontrol35.jpg Image#10: http://www.krankyproduktions.com/portfolio/images/platon/moto/obeymemoto.jpg Image#11: http://www.ltcconline.net/lukas/gender/menincontrol/pics/mencontrol3.jpg Image#12: http://130.18.140.19/mmsoc/subliminal/skyy2.jpg Image#13: http://www.ltcconline.net/lukas/gender/roles/pics/roles2.jpg Image#14: http://www.bwgreyscale.com/adimg13/adv_7585.JPG Image#15: http://www.bwgreyscale.com/adimg09/adv_4086.JPG Image#16: http://www.bwgreyscale.com/adimg15/adv_8360.JPG Image#17: http://www.ltcconline.net/lukas/gender/menincontrol/pics/mencontrol12.jpg Image#18: http://models.com/feed/?p=480 Image#19: http://blog.cardomain.com/2008/02/29/xv-motorsports/ Data: http://www.genderads.com

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