gender in advertising
Apr. 30th, 2013 09:35 amYeah, I've posted about that kind of thing before (such as here: http://lonemagpie.livejournal.com/746146.html) - thinking of the paragraph that goes "That patriachal shit is bad for us guys too. It's less obvious. but we're getting programmed to see women that way. it's not something that we're naturally born with - there are people doing it, usually to make money out of us, as well to keep half the damn species down. (oh, and that part doesn't just apply to women, but minorities too."
(Re: minorities, seriously, were there any non-whites of either gender in that video?)
The weird thing is - aside from there often being no connection between the thing being advertised and the image (I want to know, for example, how comfy and durable a shoe is, not how it looks on any naked women that happen to be draped around the shop... But then, I'm not normal, apparently) - that several of the genderswapped ones actually work better for ads intended for women's magazines (and here I'm thinking, for example, of the one with the three women in shades - surely that'd be a more sensible ad for shades or leather jackets in a fashion mag?), rather than looking daft.
And also that the "even a man can open it" one is pretty representative of fad that went through UK TV advertising a few years ago, (since apparently advertisers can only grasp the idea of equality in terms of "let's demean the other side for a change, two wrongs make a right, right?")
Thankfully I don't really see these types of print ads much, because I don't read those sorts of magazines (Radio Times and Fortean Times are about it for me), which saves my blood pressure...
Oh, and one other thing - the students who made the video do sort of undercut their point, unfortunately, by not noting that the people in the original ads are meant to be "hot", while their guys are... "lets take a weedy and chunky comedian and have them take the piss" rather than "let's apply the same objectivist visual standard"...