Depiction Of Women Using Sociological Theory - 2208 Words

Throughout the history of advertising, women have often been used as a tool to sell products. Depending on who the target audience is for will change the way a woman is exploited in order to sell the product, for example in adverts mainly targeted at a heterosexual male audience, a women will be typically represented as a sexual object. And despite the changing perception of women within society following an acceptance amongst Western culture of feminism, women still continue to be used in printed advertisements as an object of desire rather than an equal human being. As Gill (2008, p.9) argues â€Å"today, the body is portrayed in advertising and many other parts of the media as the primary source of women’s capital.† Before this shifting in Westernised views, women were mainly represented as housewives, who needed to buy the advertised product in order to become the perfect, ideal housewife. I will look at three printed advertisements from various points in contempora ry history and analyse their varying depiction of women using sociological theory. The three advertisements I have chosen to use are as follows: The Kenwood Chef advert declaring that: â€Å"The chef does everything but cook – that’s what wives are for! I’m giving my wife a Kenwood Chef.† –Taken from www.geekslop.com/2014/sexist-portrayals-in-old-vintage-advertisements#jp-carosel-11330. The Tipalet cigarette advert which declares: â€Å"Blow in her face and she’ll follow you anywhere.† – Taken fromShow MoreRelatedStructural Functionalism and Conflict Theory1541 Words   |  7 PagesStructural Functionalism amp; Conflict Theory Karl Marx and Max Weber were the first conflict theorists in the 19th and early 20th centuries. Following Marx and Weber were three mid-20th century conflict theorists: Lewis Coser, Ralf Dahrendorf, and Randall Collins. Coser draws his theoretical ideas from Simmel. 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