Advertising and gender

I am analyzing two print adverts for perfume. One of them is the Victoria secrets very sexy temptation perfume and the other is the Avril Lavigne Black start perfume They both present the female gender in two different ways. One conforms to society's patriarchal and stereotypical
views on the role of women and the norm of how women are presented in the media, however the other challenges those stereotypes and conveys women in an opposing perspective.
Drawing on the two titles firstly, it is clear that the Victoria secrets perfume print advert sexualizes Women and objectifies them using sexual language. 'very sexy temptation' connotes sexual pleasure and provocation. This gives the message that women are almost 'objects' centered around sexual activity and that women should present themselves in a way that makes them 'tempting' and 'unable to resist'. This is degrading as it conforms to a patriarchal society's views that women are basically 'sexual play toys' for men's pleasure and should live their lives making themselves attractive and sexually desirable.
This contrasts the second print advert that presents women in a powerful, daring and non-sexual way. The title 'black star' has connotations of power, success and boldness. This suggests that women should feel powerful and bold, also gives women the confidence and encouragement to feel this way. This goes against a patriarchal society's views on how women should be presented in the media and instead of sexually objectifying women, empowers and portrays women in a strong way.

The Victoria secret advert contains a close up mid-shot of the model in a bra. This revealing shot portrays her in a sexual and provocative way in order to attract people to the perfume and give the message to women that this perfume will make u feel sexy and beautiful like this model. The fact that she is not clothed and the shot is framed to make most of her mid-section meaning chest in the shot show, highlights the sexualization of women for not only female attention, as women look at her and want to be like her as this is teaching that this is what is considered attractive, but male attention too as this is the unrealistic images of women sold by the media that men would find attractive and would probably buy for their wives or girlfriends. This reinforces society's view of women as sexual objects and teaches women around the world that in order to be attractive they need to portray themselves in this way. The fact that her boobs in the shot are perky and sit up presents her as perfection and gives women and men the false advertising of what breasts look like which is a lot of pressure on women in society to look perfect. Also, the pose she is performing with the finger on her lip is very enticing and conveys the idea that women who would use this perfume are to become enticing and flirtatious, which further reinforces patriarchal ideologies of women.
This contrasts dramatically to the Avril Lavigne perfume advert as the shot is a long shot of the model in a dress performing a strong, protective and bold pose. This is far less sexual and more empowering as it connotes bravery and willpower. This promotes the message of strength to women which is persuasive as it is saying that if you buy this perfume you will feel strong and be brave. This model is not objectified which goes against the media's traditional portrayal of women. The model is also dressed very innocently as well as appears very young and bold which promotes youthfulness, perhaps in young people giving them the message that they do not need to grow up so fast and older women the message that they do not need to sexualize themselves to impress society.  However, this still slightly conforms to the sexualization of women in the media as the dress on the model is quite short (above her knees), largely showing her legs which is ,considered, sexual body parts.

Both the print adverts were shot in a studio perhaps with artificial light, which is a similarity in location. In the background of the Avril Lavigne advert there are stars, this gives it a sense of uniqueness and makes it eye catching. The text beside the model on the advert reading "be your own star" and "black star" gives a positive message of empowerment for women. The repetition of the noun "star" shows that the company believe all women are stars and must set that star within them free, which is a very uplifting message. This contrasts the text on the Victoria secret print that said's  "It will leave you-and them-wanting more". This is a very sexual comment that implies that if this perfume is used it will make you irresistible sexually to Men. This conveys the "male gaze" feminist theory that women are made to look a certain way in the media to appeal to men and to get the man's eyes or "gaze" on them. This further conveys the gender roles and how women are presented as possessions for men's pleasure, .

Both the models on the print adverts have been airbrushed and made to look perfect. This demonstrates the way the media sell us perfect images of women and ideal standards of beauty, which majority of the time is counterfeit and edited. This is a negative thing as it puts a lot of pressure on women to try and achieve that standard of beauty that realistically is unattainable and also makes women believe its all real when it is far from real.

Both of the perfume print adverts portray gender in different ways. This has made me come to realize society's values and the ideologies they force upon people with these portrayals of gender, like the way Women should look in order to feel sexy and how its okay for women to be objectified as women are here for male pleasure. I do believe that gender stereotypes are still prevalent as women are still stripped naked for advertising and made to look "irresistible" to push the sales of a product, whether it be perfume, clothing etc. One of the recent moves the challenge gender stereotyping is the #HeForShe campaign founded by UN women. This was to encourage both genders to be agents of change and take action against negative gender stereotypes and behaviours. I think this is a good campaign as it fights against gender stereotypes and behaviours and makes clear the fact that men too can be agents for gender equality.