Gender Stereotyping

This week's topic is Gender Stereotyping! Which is actually a lot more interesting and fun than it may seem. As I was browsing "Gender Stereotyping in Advertising" in the images tab of my favorite search engine (sorry [search engine here], no free advertising), I was very intrigued with the symbolism I saw in some of the ads I stumbled upon:

This ad for Dolce and Gabbana is a more tasteful way of showing that the scent is "Offensive to Women". There are multiple ways to take this ad, however. This looks to me like a group of thug-type guys who are about to have their way with this beautiful woman meanwhile she is hardly resisting it seems. Actually, I'm not sure whether this is an advertisement for men's fragrance or women's now that I think about it.

But the ad that really caught my eye is for a company by the name of "Voodoo Hosiery", an Australian women's clothing line that uses men in their marketing as the most primal creatures:

 I see several things when I look at this ad:

• He's naked- vulnerable and humbled
• His head is down- ashamed and submissive
• The ladies are all dolled up- they don't need men!

The purple tights also add some nice flair and make the picture more eye-catching. This sexy advertisement gives more imagery and symbolism than it does actually advertising the clothes, however they are still promoting their brand at the same time.




This same company also had another ad that I found amusing which symbolizes men as animals, likely dogs, owned by a well-dressed woman:

First off, who walks a dog in heels?! Well, a sassy, powerful woman of course. Notice the animal print shirt and socks? I see this as a woman proving that she is more powerful than a man because she is wearing an animal print meanwhile the men ARE the animals. Again, here the men are naked which could be symbolizing humility and submission. Also notice that there are two men here. So not only is the woman more powerful than the man, but she's more powerful than TWO men. Voodoo is definitely one of those brands that doesn't mind gender stereotyping and they prove that with their ads.

Semiotics... what are those?

Semiotics enable us to process and figure out what an advertisement is trying to get across by the use of images. They are more or less an aid in understanding the purpose of an ad and in some cases even the selling point of an add. Often times small businesses will use semiotics in order to give customers an understanding of what their services provide. For example, if you've ever been cruising down I-5 you have more than likely seen a billboard advertising a restaurant. In order to lure in the customers a restaurant might only need to post their logo on a billboard and also post which exit they are off of. However, this is not usually the case because the folks in charge of advertising their product know that an image, or semiotic, will cause a greater connection between the potential customer and their food. Using semiotics is important to connect with the customers. Here, follow me on this short little journey:

You're cruising down I-5 on a hot summer day and you've only got about five dollars and some change until you make it to your destination in a few hours. You're hungry, but quite parched at the same time. As you're driving you see two billboards advertising fast food restaurants; which one are you more likely to go to:

OR

Odds are, since it's hot outside and you can't get both, you'd go with the first option. Here the semiotic used is an image of a cool, refreshing drink that you are dying for. On the other hand, however, our second ad uses a text semiotic. You can get ANY FOOTLONG FOR ONLY $5! Are you kidding me?! While both are effective advertisements, I lean toward the Sonic add and using imagery as a semiotic. But then again, it is your five dollars and change.

Image Is Everything

When it comes to advertising, image is nearly all that matters. Think about it. When you think of Progressive car insurance, what comes to mind? Likely their "spokeswoman" who goes by "Flo". She has the pristine white apron with the company's name simply displayed in a sharp manner. She has the fire engine red lipstick that reminds you of when your grandmother would make her mark your cheek with every chance she had. She has the very pale skin leaving the viewer to see her as an average girl. All of these characteristics, these physical attributes, create an emotional connection with the viewer whether they like it or not. Well, in my opinion at least. Some might think her quirkiness is cute and unforgettably attractive while others find it hideously obnoxious and juvenile. Although Progressive's commercials might be dead to its viewers as far as entertainment level is concerned, they have struck gold with their chosen icon. She has to be one of the most recognizable "celebrities" in the U.S. today. Now I'm not sure whether or not you noticed, but in my explanation of this character representing a car insurance company, I never once mentioned anything regarding the insurance, savings, etc. This is why I believe that Progressive has struck gold. They don't need to "wow" audiences anymore to keep them laughing and leave them wondering what this commercial was even for. Knowing they have their guy, so to speak, allows them to focus on getting across the product without having to worry so much about how to capture the audience's attention. And to that, I tip my cap.

Intro

So, I'm actually a "blogging newborn" and I'm not too sure that's an actual term, but that's the best way I can describe it. Anyway, I'm excited to get crackin' on this! I like writing but LOVE writing about sports. So, we'll see how this Advertising 91, a San Jose State University course, works out for me!