The perception of women in advertising

by Quinn Whalen

Advertisements have been using women to portray different emotional appeals for the entire duration that advertisements have been available to society. Whether in magazines, television, radio, billboards, or Internet, advertisements are constantly flooding the public and influencing society’s opinion on the person or item being advertised. Women represent one of the largest areas of concentration in the world of advertising. Not only are women present in many advertisements, but women are targeted through many advertisements as well. Women are commonly used in all areas of emotional appeal, however, the need for sex, affiliation, and attention are most commonly demonstrated through women in the world of advertisement. While each category of emotional appeal has its own characteristics, each appeal differs in the environment in which it is present. Although many advertisements portray women in a positive manner, many feminist may argue that “media distortion contributes to a general climate of discrimination against, and the abuse of women.” (Sister Namibia)
The need for sex is one of the most misunderstood emotional appeals of advertisement. Although most ads can be viewed as having a sexual appeal, it does not imply that each advertisement encourages intercourse. In fact, advertisers use the need for sex sparingly, and instead, use the idea of sex as a way to keep viewers interested in the advertisement. Advertisements that use the need for sex most often create sex appeal only to catch the readers attention, and create an underlying emotional appeal, such as the need for attention, to keep the attention of the viewer. Women are used in two contradicting aspects of sexual appeal when comparing advertisements targeting males and advertisements targeting females. In a recent Axe Body Spray advertisement, targeting men, women were presented as savages wearing provocative bathing suits. The females in the ad chase the male through the forest and onto the beach where flocks of women, all in promiscuous outfits, are zoning in the male because of his body spray. The commercial represents women as primitive creatures who have one interest, attraction and sex. However, an advertisement for Candies clothing line recently displays Hayden Panettiere as a sexual young female in a club. Although Panettiere is used as a sexual symbol in the advertisement, she is displayed as admired, flirtacious, and independent. The Candies advertisement targets women while utilizing the need for sex by illustrating the advantages to purchasing Candies clothing and the admiration that will come out of the purchase. The need for sex can use women to target both sexes by approaching the ad from two sides of the spectrum. The need for sex is also greatly advertised in magazines. The two most prominent magazines that display the need for sex are Cosmopolitan, for women, and Maxim, for men. While both of these magazines discuss sex, the advertisements within them are extremely different. In the September edition of Cosmopolitan, sixty-three of seventy-eight advertisements were of only women. Although both magazines have a majority of female advertisements, the message of the need for sex is represented as sensual and beautiful versus seductive and explicit. The difference in magazines and other forms of advertisements is a direct example of the different ways in which sexuality in terms of women is viewed by society.
Henry Murray stated the need for affiliation is “to draw near and enjoyably cooperate or reciprocate with another; to please and win affection of another; to adhere and remain loyal to a friend.” Murray also explains that affiliation is not only associated with friendship, but can also be portrayed through romance or chemistry between two people. Often time’s women are used with men to portray romance in advertisement. The pair frequently will be presented engrossed in each other or positioned with the male’s head above the female’s head to show prominence. (Common Culture) Although romance is a common way to advertise affiliation, affiliation can also, and often is, advertised through friendship. Two brands that choose the need for affiliation to advertise their products are Clean and Clear and Maxwell House Coffee. Clean and Clear advertisements display young women with “soft, healthy, and protected skin.” The young women in Clean and Clear commercials and ads illustrate that with the use of the product, the consumer will have beautiful friends and beautiful skin. Maxwell House Coffee’s commercial presents two women sharing smiles and a cup of coffee. The coffee commercial is subconsciously convincing the viewer that with the cup of coffee you receive good company, companionship, and a good morning. Advertisers present affiliation to imply that with the product, the consumer will experience the emotions the models, actors, and actresses in the ad are feeling. Advertisers convince consumers to believe, “make a few purchases and we are back in the bosom of human contact.” (book p.80)
“To make others look at us is a primitive, insuppressible instinct.” (Common Culuture) The want for attention comes natural to every human being. Because of this instinctive nature, advertisers create ways to convince consumers that with products, they will receive attention. Women are known to desire attention in every aspect of life. Whether it is in advertisements targeting men or targeting women, women are presented with a flawless persona, immaculate make-up, and glossy hair. This beauty that is portrayed through females in advertisement is an example of females constant need for attention. Women strive to be “admired and respected, to enjoy prestige and high social status.” (Common Culture) Clothing, perfume, and cosmetic companies take advantage of the women’s goal to be viewed by flaunting their products on gorgeous models. Victoria’s Secret exemplifies that the exposing of a females body leads to being desired, and the desire of women increases sales. Women not only feel the desire to attract men, but also yearn for attention from peers. Women experience the constant pressure to look as good, if not better, than their peers. Viewing advertisements in which women are radiating with beauty leads the women of today’s society to believe with the product, beauty will come to them. The yearning for attention will never cease, and therefore, advertisers will seize each and every opportunity to capture the attention hungry female from pre-teens to adults.
Advertising plays a huge role on today’s society and how society views people. Although both men and women are affected by advertising, the image conscience female is constantly attracted to the latest and greatest clothes, make-up, hair products, lotions, and music. Because of the advertisers target of women, many feminists may believe that advertisers are taking advantage of the female sex. Advocates of female rights, such a Sister Namibia, argue that because of the way females are portrayed in advertisement, “we become puppets in the hands of advertising agencies, and subsequently the capitalist system.” (Sister Namibia) Disregarding the negative aspects of females in advertising, women are used daily to promote product lines and consumer goods. Women can be used in several different emotional appeals, yet the three most prominent areas of appeal are the need for sex, affiliation, and attention. Emotional appeals differ greatly in meaning; however, women in today’s society are able to portray each appeal in a way that makes each advertisement unlike any other.