In a visual society like ours, the structures of how we represent gender is integral to how we view ourselves and each other. As Jhally stated in Image-Based Culture: Advertising and Popular Culture, "It is because these conventions of gender display are so easily recognized by the audience that they figure so prominently in the image-system. Also, images having to do with gender strike at the core of individual identity; our understanding of ourselves as either male or female (socially defined within this society at this time) is central to our understanding of who we are" (p. 81).
Advertising uses "cultural norms" as a paradigm when imagining ads or marketing campaigns. If advertising is to be effective it needs to resonate with an audience. How can advertising work to change culture and society if it is using the same paradigms to do so?
Here are some examples of how gender is used in interesting ways to break up demographics and target audiences for good causes:
http://www.adweek.com/adfreak/girls-education-campaign-runs-street-ad-only-women-can-see-138425?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+adweek%2Fadfreak+%28Adfreak%29&utm_content=Google+Reader
http://dvice.com/archives/2009/06/bus-stop-ad-cha.php
Do these help change society or do they only promote the status quo of gender representation?
I think that this type of awareness is important, but it does bring to attention that there are gender differences. I feel as though this is an ongoing epidemic and though they attempt to put a good spin on gender or target in beneficial ways, they are also making a clear dichotomy between genders, making them think they should fall into this realm.
ReplyDeleteAlthough, the video ad brings to light that women in different parts of the world are still not free to make their on choices. The ad is still gendered targeted toward females. This a step toward society change, but the ad still promotes the status quo for women.
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