Magazine Advertisement That Portrays Explicit Womens Imagery Media Essay

Magazine Advertisement That Portrays Explicit Womens Imagery Media Essay Advertisement had been regarded as one of the most effective communication tools in persuading the audience to buy or to raise awareness on product, issues or services. Advertisement is effective because advertisement gives the audiences a basic knowledge of the product in just one picture. It attracts the audiences better because of the way a message was presented. In this capitalism world, companies, big or small compete against each other to market their product. The popularity of their brand is the measurement of their successfulness in doing business. That is the reason most companies spends a large amount of money in advertising. In Malaysia, a total of RM 130881 mil was spent on advertisement according to the statistic data from Nielsen Malaysia Advertising Expenditure Report (November 2010). In print media, especially in magazines, advertisement compliments the magazines. It completes the stories in the magazines and it gives the audience a subtle hint of what the magazine of fers to the audiences. However, in most advertisement, media stereotypes happen in most advertisement. Advertisement develops a unique universe that might contain different messages about gender than the articles and photo spreads that accompany them. (Carter, 2004) It shows that advertisement have greater influences towards the audience than the article. Most advertisement nowadays portrays a wide variety of media stereotypes against women. Women are frequently portrayed in their traditional work such as a happy and diligent domestic worker, a loyal wife who waits at home for her husband arrival from work and a nurturing mother. The only job that seems to be associated with women in advertisement is secretary, air stewardess and nurse. It is unusual for advertisement to picture women in jobs such as pilot, police or truck drivers. Stereotyping women children reflects a view of them as less mature, more emotional, and less competent that their male worker. (Krolà ¸kke, 2006, p.81) Apart from being portrayed in their traditional ways, women nowadays are portrayed as sex objects. Almost all of the advertisement uses women to sell their merchandise in sexual ways regardless of types of magazines. Most magazines portrays woman in minimal clothing or semi nude. Such portrayal degrades womans dignity and can install a wrong perception into the audiences mind. It will also strengthen the popular believe that women are subordinate to men and women are meant for serving men. In advertising, women and men act in stereotypical ways, portraying ideal female and male behavior. As such, they not only conceal how conceal how women and men really act but also function prescriptively to show how they should act. (Ibid,p.78) In this research, an analysis on portrayal of women in advertisement (magazines) will be done. The issue that will be highlighted is the frequency of women being portrayed in their traditional ways and in sexual ways. The other issue that will be highlighted is the reason such portrayal is being produce. STATEMENT OF PROBLEM Magazine is one of the media that we frequently use. Popular magazines can have millions of viewers and this means that magazine influence a lot of people based on what they write and portray in the magazine. Advertisement is one of the major compartments in a magazine and a magazine could not function without it. Portrayal of women is common in an advertisement. Be it as a social awareness advertisement or a car advertisement. The question now is how much advertisement in the magazines that portray women in their traditional roles and in sexual ways? Another question that arises is what kind of advertisement that uses women in their traditional ways and/or in sexual ways to promote their services or merchandise more? The visualization of advertisement changes according to the time and technology. But some advertisement even with these changes, stick to the original ways of advertising their services and products. As it was stated before, advertisement is one of the most powerful ways of persuading others. A lot of factors influences the way an advertisement is visualize. The portrayal of women images must have been caused by several of the factors. The question is why do advertisement uses such image? RESEARCH OBJECTIVE To determine the magazine that publishes advertisement that portrays explicit womens imagery. To analyze the types of advertisement that prone to using women in a traditional and/or explicit imagery in their advertisement. To identify the causes of such portrayal. SIGNIFICANCE OF STUDY The study is important mainly to the public to create awareness. Advertisement is very influential and can affect the way we perceive things. Therefore, with this study, the public will have a better understanding of ways to evaluate women with a better value than sex .Besides that, this study is also important to women rights association to recognize types of advertisement that degrades womens dignity. This then would help them in urging the government to take action on the ever increasing advertisements that devalue women. It is also important to the advertiser themselves so that they are cautious with their ways of advertising. This study is also important to the government so they can create and enforce law to protect womens right. CHAPTER II LITERATURE REVIEW 2.1. Introduction A lot of studies had been done on advertisement and women. Mee- Eun Kang (1997) observed that most advertisement portrays women in a traditional way in print media. According to Eun-Kangs findings, à ¢Ã¢â€š ¬Ã‚ ¦images of women in 1991 advertisement did not significantly change from the images found in 1979 advertisement. Her findings indicated that advertisement in magazines did not change drastically. Women were still portrays as housekeepers and a mother to a child. This however is relevant to that year because the second wave of feminism had just launched. The second wave of feminism started at the late 1960s and early 1970s. Feminist were protesting against the beauty pageants. They were opposing with an assumption that the winner won because of how she look and not what she do and what they think about. There are three waves of feminism, the first wave emphasis in womens right in voting, the second wave is protesting on how the public view women generally and how the media portrayed inequality in portraying gender and the celebration of woman diversity and the introduction to the cyber girl is the third wave. Even though feminist had launch a radical attack on the degrading ways of evaluating women, the changes are slow to take place as media especially advertisement continue picturing women in a household. Her findings were strengthen by Atoff Nassif and Barrie Gunter (2008) whose findings shows that women were strongly associated with household products. Products such as dishwasher liquid, clothes detergent and kitchen appliances product were strongly linked to women based on their study. Besides that, body products such as soap, shampoo and lotion are also associated with women. It is uncommon even until today, men advertising body products unless the product is specifically for men. Ferguson, Kreshel and Tinkham (1990) justify the advertiser tactics with a statement that such portrayal is important to bring the advertiser and audiences together. What the advertiser had done was only taking what was socially known and accepted to the public. The real jobs of women according to social institution are to take care of their husband and children and keeping the house warm, nice and cozy. Mallika Das(2000) and Katharina Lindner (2004) found out that as time goes by, the portrayal of women in their traditional roles has decreased but the images of women in sexual ways increased. Their findings were strengthen by Julie M. Stankiewicz and Francine Rosselli (2007) study that shows 75.98% of women that appear in mens magazine, be it in articles, pictures and advertisement appear as sex objects. 2.2 Media stereotypes against women Media stereotypes are a common representative of a person or a group of person. It generally put an understanding in everyone that certain people behave certain way traditionally. Media stereotypes can be problematic if they represent certain group of people women, for example in a negative way or confined them to certain behavior or jobs. It is unwise to have an understanding of certain people from the media as the media can be deceiving. As time goes by some of the stereotypical ways of seeing people are not applicable in the modern days. Knowledge and technology are always developing and by the increased of knowledge in hand, people will surely change along with time. Erving Goffman (1979) asserts that, If anything,advertisers conventionalize our conventions, stylize what is already a stylization, make frivolous use of what is already something considerably cut off from contextual controls. Their hype is hyper-ritualisation. According to him, the gender representation that we see is meaningful to us because they are ideal gender representations. It is what the society has taught us. Wonder Woman, Cat Woman, Storm, Rogue and Alice Cullen are the tough women in the media industries. They are strong but they still maintain perfect skin, are thin and wore fashionable clothes. On the other hand, Cinderella, Snow White and Sleeping Beauty are women who are very hardworking, hate messy stuff, cooks and cleans for the family, friendly to everyone including animals, fair, beautiful and awaits for their prince charming to come and swept their feet away. These two examples are the portrayal of women today and women in the past. Women today are portrayed as strong and independent while women in the past are portrayed as dependent to the people (or animals) around them. But despite their differences, they were portrayed in a common way. Both women today and women in the past were portrayed as having a perfect skin, f air, beautiful and are using fashionable clothes. These women images that the narrator give is called the male gaze. According to Laura Mulvey (1975), In their traditional exhibitionist role women are simultaneously looked at and displayed, with their appearance coded for strong visual and erotic impact so that they can be said to connote to -be-looked-at-ness. She asserts that because the camera is dominated by male, the audiences view women in a patriarchal way. Women are being put on a pedestal because of this portrayal. Women across the country have the mentality that being thin is healthy and beautiful. Other researchers, Tom Reichert (2009) agrees with the statement by saying that both men and women are exposed to the decorative images that they value womens attractiveness more and devalue their intellect, skills and competencies. 2.3 Women as sex objects. Today, we are bombarded with thousands and thousands of advertisement that shows women in provoking ways. According to Kilbourne (1999), sexual imagery nowadays is not only confined in pornography media, but also in advertisement. Advertisement now adopts some of the action from violent pornography. This then confirms other types of stereotypical views on women that are women are subordinated to men. She found that womans legs, breasts or thighs have always become the part to grab the viewers attention, making women are seen as objects rather than a human being. Their bodies and their sexuality become a sex object when they are connected to the product or services that the advertisement represents. Advertisements such as Lux, Rejoice, Dove and Enchanter have that effect. They will picture a woman using their product and in the advertisement, they reveal some skin. Parts such as shoulder and legs are always shown to the audiences. Almost all products that show women in revealing produ cts suggest that the audiences can have sex-related benefit. For example, the Axe body sprays. In its recent advertisement in the television, it shows that user grabs womans attention and the woman will automatically give the user her phone number. This advertisement suggests to us that, if you use this body spray, you too will get phone numbers from random woman that pass you by. CHAPTER III METHODOLOGY Introduction This study is done by using content analysis method as suggested by Barelson (1971) to analyze the portrayal of women in a general interest magazine. Content analysis enables us to elaborate communication theories and to test the hypothesis of the study. It also can be used to compare the content of the media with the real situation. Barelson (1971) defined content analysis as a research technique with the purpose to give a systematic, objective and quantitative view on the communication content. From the definition, there are four important concepts that should be look upon which are; Objective- achieved when we have a content analysis that were defined precisely. This means that the research depends on the rules and not the analyzer. Systematic-(1) A set of rules used in the same way for all analyze content. (2) Category is formed so that all related content were analyze. (3) Design analyze to save related data with the question or hypothesis. 3. Quantitative- The sum of the frequency of the related advertisement being published. 4. Content- Refers to whatever that is written and published in the media. 3.2. Population and sampling The population of this study is 72 magazines in Malaysia. Magazines include mens, womens, medical, sports, news and business. The magazine advertisement was the unit of analysis for this study. The method used to select a sample size is the non-probability sampling. Non-probability sampling is used because statistical procedure is not needed when selecting cases from given population. The type of non-probability sampling used is purposive sampling. In purposive sampling, the respondent are chosen based on the researchers own expertise and judgments that the particular sample fit into the characteristics of the populations. The first step in obtaining the sample is to browse through the book store for magazines. Then, dependent to the researchers judgment, he or she would choose any magazines that he or she thinks are relevant for the studies. In this research, advertisement that featured human subjects were collected from December 2010 to February 2011 popular magazines. Conceptualization of Variables (concepts) The type of variable used in this research is independent variable. Independent variable is variable that is controlled and manipulated by the researcher. Types of magazines and advertisement are the main variables. Types of magazines are the various kind of magazine available for viewing pleasure. Types of advertisements are the various kind of advertisement used to promote product and services. The measurement for this variable is nominal measures. Nominal measures are variables whose attributes have only the characteristics of exhaustiveness and mutually exclusiveness. 3.5. Data Analysis This study uses descriptive analysis for the data analysis based on descriptive statistics collected from the selected advertisement. The descriptive statistics that will be use is multivariate statistics. Multivariate statistics is statistics that shows relationship between three or more variables. Researchers can determine if the bivariate relationship is true or not by putting a variable as a control variable. The variables that can be use for this study are types of magazine and the frequency stereotypes happen in advertisement. Elaboration on the relationship and effects each variable has with the help of example will be used to support findings in the research. Mean percentage will be used to calculate the relationship. Besides that ANOVA will be used to measure the independent variables. The independent variables are types of magazines, types of advertisement and causes of imagery. 3.6. Methodological Issues The issues arise when doing this research is the financial constraint. Researcher has to buy all the magazines related to the subject. There are a lot of magazines and the prices differ according to the material used to make the magazine and the thickness of the book. With limited budget, the researcher will not be able to buy all of the magazines. Time constraint is also one of the issue arise when doing this assignment. Magazines are only published once or twice a month and with the deadline coming nearer, researcher cant afford any delay in doing his/her research. Other than that, researcher still has to attend class while conducting the research. Researcher need to manage his/her time efficiently so that it wont disturb his/her study time and research time. The availability of related magazines is also an issue to the researcher. Some bookstore does not sell magazines and some bookstore has limited types of magazines. This resulting in researcher to have limited data on his/her research. Researcher also faced with problems such as not knowing the overall location of each bookstore. Since researcher is not originated from this place, the knowledge of location of bookstore is limited.

michael porter Essay -- essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  PORTER'S FIVE COMPETITIVE FORCESMethodology 4 Because the subject matter of strategic management is so inherently complex and because each one of us brings his own personal biases to the analysis, it was suggested early on that virtually all case material in the field be analyzed from the perspective of more than one methodology. Profit theory and industrial chains were selected as the first of a number of viable approaches to the analytical process. It would have been equally correct to select the Five Competitive Forces analysis refined by Michael Porter, one of the major figures in the field of strategic management. This methodology addresses the same issues but differs only in the language that they use to describe corporate behavior. The five forces are:  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The threat of new entrants into an industry or a market served by a specific company.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The bargaining power of suppliers.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The bargaining power of customers.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Threat of substitute products or services.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The intensity of the rivalry among existing firms. Each of these topics is treated separately in the discussion that follows. The threat of new entrants The ease with which firms can enter into a new market or industry is a critical variable in the strategic management process. In some industries the barriers to entry are minimal. In oth... michael porter Essay -- essays research papers   Ã‚  Ã‚  Ã‚  Ã‚  PORTER'S FIVE COMPETITIVE FORCESMethodology 4 Because the subject matter of strategic management is so inherently complex and because each one of us brings his own personal biases to the analysis, it was suggested early on that virtually all case material in the field be analyzed from the perspective of more than one methodology. Profit theory and industrial chains were selected as the first of a number of viable approaches to the analytical process. It would have been equally correct to select the Five Competitive Forces analysis refined by Michael Porter, one of the major figures in the field of strategic management. This methodology addresses the same issues but differs only in the language that they use to describe corporate behavior. The five forces are:  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The threat of new entrants into an industry or a market served by a specific company.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The bargaining power of suppliers.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The bargaining power of customers.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  Threat of substitute products or services.  ·Ã‚  Ã‚  Ã‚  Ã‚  Ã‚  The intensity of the rivalry among existing firms. Each of these topics is treated separately in the discussion that follows. The threat of new entrants The ease with which firms can enter into a new market or industry is a critical variable in the strategic management process. In some industries the barriers to entry are minimal. In oth...

Field Experience In The Classroom Role Education Essay

In a category, the aim is to hold pupils larn new constructs and absorb them to hold intending impact in their lives. While this is aspired by many, non as many instructors adopt teaching method effectual for learning. Dalton defines teaching method as â€Å" the system of rules and methods that support and facilitate effectual instruction ( 2008 ) . † She besides adds that â€Å" it is besides implied in the usage of the traditional term direction and in treatment of instructional attacks. † Poor usage of teaching method can bring forth chaos whereas its proper use maintains order. Keen attending is required in the organisation of the schoolroom, interaction between the instructor and pupils ; and layout of the activities. Management of category scene and lesson agendas are the other of import facets ( Dolton, 2008 ) . In my field experience, I encountered eight scenarios where I have presented the fortunes, my analysis and recommendationsCase 1I completed one hundred hours with in a 4th class category for particular instruction. In this category, there are 12 male childs and a instructor. There were besides two paraprofessionals ; one for is educational while the other is a crisis director. Although the kids were bright, they easy lost focal point to their arch battles. The crisis direction paraprofessional would shout at the pupils achieve category order. Having stayed with the pupils for many old ages, she had developed that manner of pull offing disorderliness in category. The pupils would acquire soundless because of her bullying. As for the instructor, she raised the voice with a steadfast expression to which the kids kept quiet. The crisis director, nevertheless, considered that attack excessively soft for the category and she would come in with commanding cries. The instructor had non discussed the affair with the director. I sensed she was intimidated by the older lady director to show her expostulation to manner that manner of managing the category.Observation, lesson and recommendationThis environment is non contributing for particular instruction scholars in 4th class in particular instruction. The crisis director has conditioned the pupils to react to merely negative stimulation. This means the kids maintain quiet out of fright when threatened. This adapts them to move from bullying destructing their assurance. The instructor on her portion raises the voice to accomplish order in the category. The two ways are harmful to the development of the kids. In this instance, positive stimulation is better alternate. Aspects that good or are liked by the kids are projected to them ( Dolton, 2011 ) . For case, inquiring the kids to settle so that narrative they may larn the merriment in narrative relation. The instructor and the para-educators need to construct integrity of intent. In private meeting of the three, they should reflect on objectiveness of the category direction.Case 2There is a female parent who professes the religion of Jehovah informant. Her boy Mekhi, is non allowed to take part in any vacation related activities ; he is therefore excluded from vacation narratives, coloring/creating vacation drawings and vacation parties in the schoolroom. The instructor offers him other work while the vacation activities are traveling on.Observation, lesson and recommendationReligious religion is a personal affair with much bearing on a truster ‘s picks. In the schoolroom scene, it presents complex relationship for group members detecting effects of contrasting credos ( Dolton, 2008 ) . It is more delicate for kids who develop sharper consciousness of their exclusion from groups due to their religion. The instructor should run into with the parent to discourse fortunes and alternate activities allowable to Mekkhi. Since vacation activities are fun with kids, alternate activities sought for him should be in Fieldss of his involvement. Finding him separate locale will assist concentrate atten ding of the chief category from his alone pattern.Case 3I noticed many parents like to observe their kids ‘s birthdays in the schoolroom by directing bar and juice to school. Due to allergic reactions, some pupils get excluded from eating the bar because it may incorporate nuts. Eventually, some kids merely sit by disquieted to watch others basking the bars. The parents are cognizant that the kids enjoy cookies, confect, french friess and pizza every bit much as the bars. In add-on, these options to coat make non bring on allergic reactions in the kids.Observation, lesson and recommendationGroup merriment activities are healthy environment for kids to larn interpersonal accomplishments. Their character is shaped through interaction with others. Birthday parties, for case aid kids learn do friends and pattern generousness through sharing party nutrients. Children are particularly funny when they notice physical differences such organ damage on anyone. However, they adopt the si gnificance impressed upon them by figures of authorization like parents. In the instance of allergic reaction to nuts, the victims are detecting how restricting their status is to except them from the party. Activities that cause exclusion of a kid based particularly on natural state of affairss they have small control over is unhealthy for their societal development ( Dolton, 2011 ) . The instructor should propose the alternate nutrients acceptable to kids through a missive to all parents. Informing the parents of the recommendation early in the twelvemonth minimizes likely struggle with parents who may hold planned the birthdays.Case 4There was a clip a pupil named Kenny had a birthday party in the schoolroom. He decided non to portion his bar and juice with pupils he did non like. He severely warned them non to accept the bar when it was offered. As the instructor passed the bar unit of ammunition, I noticed remarkably high figure of pupils decline the offer. Normally, these kids appreciated confectionary but here they respond in cold blood to the bar. The instructor solemnly urged an account from the pupils. A boy broke into cryings as he narrated about Kenny ‘s warning to them. The instructor asked Kenny to offer an apology and reconsider sharing the bar with all pupils. The category embraced Kenny with forgiveness and accepted a piece of the bar.Observation, lesson and recommendationChilds have stronger group individuality than grownups. Therefore, a kid excluded ostracized from a group through bullying is susceptible to emphasize. Passive intimidation can lay waste to a kid before a instructor detects it. In this instance survey, this instructor connects good with her pupils to feel a job from implicit symptoms ( Dolton, 2011 ) . Her attack to work outing the incident efficaciously yielded positive result. The instructor besides chose an appropriate signifier of redress. As a first case of error, Kenny was made to reflect on his action and rectify its harmful impact with an apology. The kid reconciled and resumed friendly relationship by sharing the bar in joy.Case 5There was a male child who involuntarily wet himself in the schoolroom. The instructor did non call on the carpet him ; she merely accompanied him to the bathroom to hold him take a bath. She so took him to the office so that she could discourse the affair with his parent. Meanwhile, she ensured that the pupil did non endure farther embarrassment in the schoolroom. Observation, lesson and recommendation This is a instance of private job to an person. Although a physiological job, it sets a phase for psychological emphasis if the kid gets embarrassed or more harmful shame. The instructor was house to the category so that they understand the incident is non one of merriment. To the affected kid, she was compassionate by cleaning him. Involving the parent builds establishes more support for the kid. Stronger support empowers a kid with a natural trouble dressed ore on acquisition ( Dolton, 2011 ) .Case 6I had spent 50 hours in first grade category 27 male childs and misss taking General Education. In this incident, the instructor had taught the pupils good manners. She defined for them appropriate was ever invariably reminding the kids about their manners. Always stating them to utilize suited scenarios to: thank person, offer aid and to open the door for others. She so demonstrated through simulations application of these interpersonal accomplishmentsObservation, lesson and recommenda tionThis is a instance of role-playing. Children learn efficaciously through experiential battle ( Dolton, 2011 ) . They particularly assimilate constructs they observe from a figure of authorization. The instructor efficaciously passed on the construct of manners by practising them. When category constructs are integrated with life, acquisition is strongly effectual.Case 7A girl stole the instructor ‘s glue gun and conceal it in her school bag. Another pupil discovered the gun gum and alerted the instructor. The instructor pulled the miss who stole the gum gun aside and spoke to her. She gave her an chance to explicate herself sing the intuition. The miss confessed the larceny, returned the stolen point and offered an apology. The instructor accepted the apology without farther penalty. Observation, lesson and recommendation This is a instance of administrating subject to an person through disciplinary redress. An incident of undiscipline requires immediate action to control cultivation negative character. However, a penalty can wound a kid ‘s psychological science irrecoverably if unsuitably administered ( Dolton, 2011 ) . Any first incident of an experience is utile to a kid ‘s acquisition. Having recognized the miss who had stolen the gum, the instructor allowed the pupil to do a confession of her act and offer an apology. It ‘s a authoritative instance of animating behavior alteration through personal contemplation.Case 8In this instance, there was a sub-teacher who was returning file booklets category. While walked round the schoolroom, she would fling booklets to their several proprietors alternatively of passing them out. The pupils looked surprised at the behavior of the instructor.Observation, lesson and recommendationThis is a instance of negative function mold by the instruct or ( Dolton, 2008 ) . It is impolite for anyone to throw a file booklet to another individual. Young kids observe and copy the behavior of the instructor as an authorization upon them. The incompatibility between the theory about manners and contrary pattern renders the lesson uneffective to pupils. Decision The diverseness of the incidents offered an experiential impact of teaching method used ill or efficaciously. In instances that I was ill deployed, larning was hard or uneffective. In instance where proper methodological analysiss were adopted to pull off the category scene and pupil societal dealingss, there was effectual acquisition.

The Life Of Luduig Van Beethoven - 1568 Words

The Life of Luduig Van Beethoven The name of Luduig Van Beethoven has been heard by most people in the world. Being a respectable and admired piano virtuoso, the music and life of Beethoven remain in books, websites, and most classical concerts globally. Therfore, it is important to explore what made this famous composser and pianist virtuoso so prestigious and praised. Since the time of his youth Beethoven was demanded academic excellence by his family, who were court musicians at the electorate Cologne of the Roman Empire during the 1760s. In this research about Beethoven’s life, the social preferences, lineage of Beethoven, how his life experiences affected his creativity, and what made his music immortal will be explored. As a boy Luiduig Van Beethoven had a genetic predisposition to reach a short stature, and had a large head and thick, bristly coal-black hair framing a pockmarked and ruddycomplexioned face. His foreheard was broad and heavily underlined by brushy eyebrow s. Also, his mouth was small and delicately shaped. In the company of strangers he was reserved, stiff, and seemingly haughty. Therefore, people regarded him as arrogant because he was reserved. Nevertheless, among his own friends he was lively and talkative. Growing up, he appreciated authenticity, hence, he was disturbed by exaggerated or false attentiveness. In addition, his daily life was organized, in order to maximize his creative productivity, which was generally richer during the