We need to learn how adverts represent different people and groups and also how these representations have changed over time. Today, the focus is on the representation of women and the gender stereotypes that appear in many adverts. This builds on our work on social and cultural contexts - the way the media influences people, society and British culture.
Here's your lesson video:
Key words
Representation: the way a group or individual is portrayed in the media.
Normalised: when something becomes considered ‘normal’ or ‘usual’
Stereotype: viewing a group or individual in a fixed, over-simplified way.
Conventions: typical features of a media product.
Reinforce a stereotype: the representation supports our usual expectations.
Subvert a stereotype: the representation goes against our usual expectations.
How are women represented in advertising?
The stereotype of women in advertising is often negative. Representations through the history of advertising have suggested that women are inferior to men, bad drivers, powerless, sexualised or focused on domestic work (e.g. cleaning). This potentially influences media audiences and the views in wider society.
Oxo TV adverts
Explore how the representations of women have changed through these two adverts for Oxo. Are they really as different as they first appear?
1980s Oxo advert
2017 Oxo advert: Change of Plan
Unfortunately, this advert is no longer on YouTube but can be watched on the Ads of the World website here or alternatively on Google Drive here (using your Greenford Google login).
Gender representation in advertising: blog tasks
Create a new blogpost called 'Gender representation in advertising'.
1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.
2) Find three adverts featuring women that are from post-2000. Save the images to your Media folder as jpegs and then import them into your blog post.
3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples.
4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.
5) How do your findings suggest representations of gender have changed over the last 60 years?
Extension: Find three adverts that subvert gender stereotypes, post the images/links to your blog and write a paragraph about how they subvert the way women or men are usually represented in the media.
Due date: on Google Classroom.
Gender representation in advertising: blog tasks
Create a new blogpost called 'Gender representation in advertising'.
1) Find three adverts featuring women that are from the 1950s or 1960s. Save the images to your Media folder as jpegs and then import them into your blog post. Hint: You may wish to look at car, perfume or cleaning products but can use any product you wish.
2) Find three adverts featuring women that are from post-2000. Save the images to your Media folder as jpegs and then import them into your blog post.
3) What stereotypes of women can you find in the 1950s and 1960s adverts? Give specific examples.
4) What stereotypes of women can you find in the post-2000s adverts? Give specific examples.
5) How do your findings suggest representations of gender have changed over the last 60 years?
Extension: Find three adverts that subvert gender stereotypes, post the images/links to your blog and write a paragraph about how they subvert the way women or men are usually represented in the media.
Due date: on Google Classroom.
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