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It is not only nudity that is stereotyped with women in ads in Australia but also the women are shown displaying their bodies as the clown would do. The clothes of women models have shrunk from the skirts to bikinis. The total nude pictures are also common. The men on the other hand are shown in decent dressing displaying an elegant style. The women are asked to take closer shots than the men. The women are not only hired and casted nude in the ads of women personal care products but also the men related items and services.
7. Mock Assault Games
Even in the groups where there are more men than women, the women are mocked more for their gender related stupidity, nudity and physical weakness. They are treated as representatives of female gender not mere human beings.
8. Licensed Withdrawal
The women are often portrayed to engage in activities that can uproot them emotionally from the environment and they daydream. This leads to disoriented behavior at workplace and at the social gatherings. They are often found to turn gaze while talking, often they ask to repeat what is said. They would often talk on phone while sitting gathering that shows how disoriented they are.
Figure 5: Women in Australian Science Media Center ad (National Media Briefing, 2010)
The disoriented behavior shown in the ads leads to conclude that the women escape from reality to find pleasure in imagining that they are somewhere else. This shows lack of confidence and trust in themselves as well as the society.
9. The Masculine Hold
The hold of men is not only shown stronger in Europe and America but the Australian men are also shown to have more firm and solid hold that displays their confidence and domination. The men use to hold things not simply touch them, in shops, while walking, sitting or making decisions, the men are found to hold things in hand while the women simply touch items in shops and homes and are satisfied without holding.
Figure 6: Australian Red's Center (Get your summer started, 2013)
The women are shown to lose energy with aging but the hold and authority of man is shown not to fade ever. This is a contradiction between gender perceptions with aging.
10. The Feminine Touch
The women are directed in ads to touch things fingers rather holding them in full hands. They simply feel the outline of the object a not the object as a whole. They are shown to have least concern with the mass and other features but they emphasize on their delicacy that does not allow them to hold things fast.
Figure 7: Feminist touch shown in Australian Science Media Center ad (National Media Briefing, 2010)
11. The Protector and the Protected
The gender stereotyping of women in ads also include that they are mostly dependent in need of protection by offered by men. The investigation of categorizing focuses such that use of hands, feet, gestures and selection of words shows that women are dependent on men as the picture shown below:
Figure 8: Australian Ticketek Ad (Fleetwood Mac, 2013)
All the men shown in the ad are standing on their own without showing dependency on any other in the group but the woman is showing unique style where she is seeking help, protection and support from the man.
12. Head Eye Aversion
The angle and position of eyes and head tell a lot about the state of mind. The tilt head means suppressed feelings and a state of being depressed. The female models girls are shown with a tilt head as a symbol of beauty and attractiveness. However Goffman finds it to be a symbol of being suppressed and dominated by the other gender. The women are depicted with tilt head in public to show that they have fear of gatherings and socializing.
Figure 9: National Library of Australia ad (Marina 2010)
The women are pictured in ads as ones that want to be as delicate as a child. The women like the ad below are attracted by telling them that they can have delicacy and softness of a child. The child's skin and innocence is advertised as attributes related to women. The women are not shown to have any interest in the factors that relate to their age like wisdom, work, socializing, decision making and understanding.
Figure 10: Cosmetic Ads (Baby Lips) for women with infant feature categorization (Wade, 2011)
While men are interested to show themselves and fashion themselves as elder than their age, the women want the opposite. Hiding their age and seeking to buy products that will hide their age.
The job of creative advertisements seems a fun from outside but involves extensive background analysis and trials. The advertisement is not creative only if it is too complex. Simple yet unique ideas work the best. The use of gender in advertisements can seem simple too but they may communicate wrong messages about gender dependencies. The advertiser needs to use gender creatively in ads. Creativity can come from demographic factors like age, gender, education etc. positively or the features of product like price, size, quit, quantity etc. The advertiser should never forget that true message and creative style is what remains in memories and convinces audience to act. Gender should be used as tool of advertisement not target of advertisement.
Goffman believes that women are depicted as weak, tender and delicate in the ads. They are shown to be those that lack control and are in need of someone else to help them decide. He believes that creative use of gender is absent in ads and women are shown to be a subordinate gender that can be easily exploited by the opposite gender i.e. men.
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