Alex Caminer
Professor Doris Cacoilo
Media 384
March 18, 2017
Advertising History
If we have to talk about
advertising, we would have to take a trip into the past and know how and when
this all came about. As we know long ago there was the origin of patriarchy,
where authority was exercised by man and had the absolute power to say and do
what they wanted. The man at that time was considered the main head of
household, or the strong sex of the relationship. While the woman was
considered the weak sex and had to fulfill different roles like being at home,
doing household things and taking care of their husband and children.
In
reading, "Beauty and the Beast of Advertising" by Jean Kilbourne. The
quote "Women are shown almost exclusively as housewives or sex
objects"(Kilbourne 122). In times past we realize that the ads that had to
do with women showed not only a product also a standard model of a woman. They
undergo different changes in their face and body. Generating a perfect woman
because women see her face as a mask and her body as an object.
Advertising was created
to sell a product and create profits, but Advertisements created different
conflicts between women. They did not compete for knowledge or for something
important, they competed for being the most beautiful woman in each of its
parts, be it face, breasts, arms or legs. Because she feels dissatisfied with
and ashamed of herself. This was the
stereotype that ads created long ago. This advertising had two-way advertising.
For example, in this advertisement, we see this woman with a perfect body,
beautiful and having a similarity with this beer. Both are of brown color and
the bottle has red colors that make a similarity with the suit of a bath of the
model. With this, I can say that this is a symbolic image where not only is
selling a product but also are pointing to a worldview, lifestyle and a value
system increasing capitalism.
The protagonists of this publicity in times past have
been the television, flyers and the newspapers. Since on the television they
have commercials where the woman is used as a sexual object, but not as a
person. For example, Sprite’s important company creates advertising that
creates a great deal of contortion. A woman doing oral sex to this black
person. In times past, black people were having problems with slavery and not
getting the same rights. Like the woman, she was segregated and did not have
the opportunities. Black people and women are used like objects for sell products.
On the other hand, Gloria Steinem in her reading “Sex,
Lie and Advertising”. She gives us some reason for better advertising such as
in men and women. Here we know that the authority figures were males although
the aid is products that women used. She says “a car is an important purchase
for women, one that because symbolizes mobility and freedom” (Gloria Steinem
113) For example, The Marlboro cigarette company through advertising wanted to
show women that it was cool to smoke and that the advertised advertising was of
a modern woman. To show this, they created ads with a smoking man. This company
wanted to relate cigarette with masculinity and show that just “real man” could
smoke. Also, Marlboro has used to the Cowboy and the cigarette as a symbol of
masculinity, power, and nature.
Personally, I use 5 social media. They are television,
YouTube, Instagram, the newspaper like New York Times and Facebook. There is a
television show called Fox Sports. This program I like because it shows sports
like Tennis, Swimming, Basketball, Baseball and Soccer. In this channel, I love
to watch what football is. And as we all know, racism is something that has
always existed, but with the help of all the countries in the world, fans and
public entities like FIFA is something that has been eradicating step by step.
Earlier in the football matches, you could see black players playing and some
white fans, shouting sounds and racist words like a monkey. This usually came
from white people.
Once, in a football match a black player tired of
these shootings, stopped and he did not want to play anymore.
But here I attach a video
where football plays advertising so there is more racism. FIFA is the
organization that has started to create this idea against racism and football
players have followed this idea with banners and banners that say "No to
racism". They wanted to show that football is a sport of joy, adrenaline
and passion. No matter color or race and no matter where you are, we can enjoy
this beautiful sports as brothers and we can enjoy the nice game like football.
Finally, I think there
are negative advertising that create stereotypes and damage to different
cultures and sexes. However everything is not bad in advertising. Since there are also good
advertisements like racism that has helped to eliminate this abuse and damage
to the cultures and different races that there are proving that we are all
equal.
Work
Cited
Jean
Kilbourne - “Women are shown almost exclusively as housewives
or sex objects” 122.
Gloria
Steinem - “A car is an important purchase for women, one that
because symbolizes mobility and freedom”113.
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