Stereotypes of Women:

Superficial / Vain
Emotional
Caring
Focus on appearance
Cooking
Healthcare worker
Social worker
Maternal
Narrow
Housewife
Help or an aid
Supporting role
Passive
Bimbo
Imaginative
Lower paid jobs
Gentle & Polite
Elegant
Conventional body
Shallow



1960's Female Stereotypes:
Passive
Nurturing / Maternal
Dependent on men
Housewife / domestic role
Romantic
Seductive

Advertising in Magazines
Magazines generate revenue primarily through sales of copies (print and digital) and through advertising. Advertising accounts for approximately

one third of total revenues across the industry. It is, therefore, vitally important that the magazine and advertising content target the same audience in order that the advertising brands benefit from increased sales as a result of advertising in the magazine.

Andrew Green identifies the ways in which magazine advertising can benefit the advertisers in an article entitled 'Essentials" The Power of Magazine Advertising'

How can advertisements benefit advertisers?

  • High audience engagement
  • Less distraction likely from other activities
  • The ability to target niche audiences
  • High production values
  • Potential for placement in highly relevant editorial environment
  • Non-intrusive (readers can turn the page)
  • Long shelf life





Representation - Advertising in Woman

Creme Puff

This advertisement shows that she is putting on makeup to please a man, as it seems to draw him in. I think that this applies to Van Zoonen's theory because it shows the women through a lens of pleasure to heterosexual men.  
Women should always look 'good' of men - Objectified and sexualised
May make people feel without the product feel inadequate, they need to buy this product
Housewife role

The man is dominant in this advertisement
Emphasis on looks / beauty
Conventionally attractive


Breeze Soap

 The woman is seen as very passive in this advertisement. This could be because she is wearing makeup even though she is supposedly in the bath, her hair is also done up, this could mean that she is
Objectifies women - no power
Men are dominant - women need to please men
Sexual connotations with the lexis
She may be seen as stupid because she tries to hard to be pretty to the point where she would do something dumb (wearing makeup in the bath)
Conventionally attractive
Teasing, playful manner (blowing the bubbles)
Van Zoonen's theory - Pleasure for heterosexual male audience
'Please your man' - Dependent on men
Sexualising the product
"All over feminine"
Domestic // Cleaning

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