999精品在线视频,手机成人午夜在线视频,久久不卡国产精品无码,中日无码在线观看,成人av手机在线观看,日韩精品亚洲一区中文字幕,亚洲av无码人妻,四虎国产在线观看 ?

SexisminAdvertisingIndustryThroughtheStudyofAutoMagazineAdvertisementsinLate20thCentury

2015-05-30 13:14:21馮冉
校園英語·上旬 2015年7期

馮冉

【Abstract】Gender discrimination against female in advertising industry appears to be ubiquitous especially in late 20th century.I intend to demonstrate that auto ads are under the influence of common gender stereotype which discriminates women as an inferior role in the society.

【Keywords】auto ads; gender discrimination; objectify

As Sexual Objects

In auto advertising industry,certain stereotypes towards women are in fashion years after years because they always expose mens desire directly.The popular stereotypes that concentrate on the inferior status of women in masculine society reflect the ideal appearance in accordance with most mens common judgment.

Auto ads are designed mainly by highlighting womens body shape rather than internal beauty.Many auto ads of late 20th century present part of womens body (Kilbourne 258).A disputable example is the print ads for supplementary restraint system of Mercedes Benz,which uses four pairs of breasts to surround the brands name,indicating the exceptional softness of its air bags.Whether sexual desire has been conveyed in a direct or a roundabout way does not really matter,because both persuasive techniques can achieve popularity.

A woman who possesses feminine beauty like stunning shape,blonde hair,plump breasts and long legs is more likely to be the ideal companion for males.Therefore,the core appeal of this type of auto ads emphasizes on the concept that for an outstanding man,choosing a perfect car equals to find a perfect partner.Even for innocent consumers who are not familiar with any car,they will associate the perfect female image with a car brand and make quick decision.

As The Weak

It is a matter of fact that advertisers hardly depict women as highly professional roles,but women are likely to be supportive and subordinate roles instead (Knupfer,1998).Beautiful womens fragility and helplessness in a dangerous situation or a dilemma are often displayed in auto ads.Being based on dependency upon male protection,this intention effectively activates macho bravado.

In auto ads with the female image as the weak,they tend to sacrifice womens intelligence in order to highlight one particular function of the car that can make up for her weakness.Ford Company adopted images of three modern and charming young ladies who were kidnapped and hid in the trunk of the car.The core appeal is aimed at boosting the large capacity of the trunk,with a message “leave your worries alone” at the bottom of the picture.

Males have the tendency to be lured by females that behave delicately.Some auto ads put feminine delicacy into use and take a leap in making profit.Feminists had seriously condemned this “weakness appeal” to bring disgrace to women,but the market did not seem to make a positive response to them.Late 20th century has witnessed a variety of ads regarding female weak points without being doubted publicly.

As Ignorant and helpless Housewives

For married male customers,advertisers figure out a new appeal by discriminating housewifes incapability.Housewives are confined themselves in families and loads of housework occupy their daytime.Thus,a widely-accepted stereotype is the ignorance of the outside world and the likeliness to be troubled by things dealt with mental power.

A frequently used idea is housewives are not familiar with driving skills.As the Volkswagen Company once proposed that “women are soft and gentle,but they hit things”,it expressed a concern for female drivers carelessness that requires immediate attention.Although it does not excite straightforward criticism,it still makes a harsh denial of womens competence in driving.As time goes by,inadequate description of a role may become appropriate (Jill Hicks Ferguson et al.48).Instead of accusation,public judgment appears to be neutral and even affirmative.But the worst consequence turns out that auto ads impose sexism on readers and successfully persuade them.It is true that Volkswagen advertising has already gone that far.

Conclusion

This essay focuses on three aspects to illustrate that women are severely discriminated in auto advertisements in 20th century,and provides possible reasons for the existence of sexism.

References:

[1]Kilbourne Jean.“Deadly Persuasion.Why Women and Girls Must Fight the Addictive Power of Advertising.”The Free Press,New York (1999).Print.

[2]Nelson.Knupfer Nancy.“Gender Divisions Across Technology Advertisements and the WWW:Implications for Educational Equity.” Theory into Practice.37.1.(1998):54-63.Print.

[3]Ferguson Jill Hicks,Kreshel Peggy J,Tinkham Spencer F.“In the Pages of Ms.:Sex Role Portrayals of Women in Advertising.”Journal of Advertising.19.1.(1990):40-51.Print.

主站蜘蛛池模板: 亚洲人成在线免费观看| 国产午夜不卡| 亚洲欧美在线综合一区二区三区| 婷婷成人综合| 欧美人在线一区二区三区| 精品国产亚洲人成在线| 国禁国产you女视频网站| 国产91色| 欧洲一区二区三区无码| 免费一级成人毛片| 亚洲人成网站在线播放2019| 毛片大全免费观看| 国产噜噜噜视频在线观看 | 色综合中文| 亚洲无线一二三四区男男| 色婷婷国产精品视频| 26uuu国产精品视频| 黑人巨大精品欧美一区二区区| 18禁色诱爆乳网站| 在线观看无码av免费不卡网站| 在线免费观看a视频| 亚洲成在线观看| 欧美成人亚洲综合精品欧美激情| 有专无码视频| 久草国产在线观看| 亚洲精品自拍区在线观看| 亚洲看片网| 成人在线观看不卡| 看国产毛片| 亚洲欧洲日韩综合| 国产福利拍拍拍| 欧美第二区| 国产99视频精品免费视频7| 成人免费午间影院在线观看| 91在线国内在线播放老师| av在线无码浏览| 欧美黑人欧美精品刺激| 亚洲综合色区在线播放2019| www.91中文字幕| 中文字幕欧美日韩高清| 91精品啪在线观看国产91九色| 亚洲人成网站在线播放2019| 亚洲天堂网在线播放| 四虎永久在线| 亚洲成年网站在线观看| 乱系列中文字幕在线视频 | 88av在线播放| 99久久精品久久久久久婷婷| 亚洲首页在线观看| 欧美中文字幕第一页线路一| 午夜国产小视频| 国产精品福利社| 精品国产一区二区三区在线观看 | 无码精品国产dvd在线观看9久| 999国内精品视频免费| 在线视频亚洲欧美| 国产精品不卡永久免费| 九月婷婷亚洲综合在线| 亚洲欧洲美色一区二区三区| 国产成人精品午夜视频'| 国产精品亚洲一区二区三区z| 亚洲国产日韩欧美在线| 在线欧美国产| 国产91无码福利在线| 四虎国产在线观看| 欧美日韩精品综合在线一区| 国产swag在线观看| 午夜成人在线视频| 国产又大又粗又猛又爽的视频| 久热中文字幕在线观看| 国产网友愉拍精品| 亚洲精品在线观看91| 人妻中文久热无码丝袜| 欧美激情伊人| www.日韩三级| 欧美一级特黄aaaaaa在线看片| 日本91视频| 亚洲av色吊丝无码| 国产福利在线观看精品| 国产高清在线丝袜精品一区| 免费看久久精品99| 国产免费网址|