Key Theory 9- Feminist Theory- Bell Hooks

  • Feminism is a struggle to end patriarchal hegemony and the domination of women
  • Feminism is not a lifestyle choice: it is a political commitment
  • Race, classes and gender all determine the extent to which individuals are exploited and oppressed.
  • This theory thinks about both men and women, and how they can both be feminists, and how it affects them both.

Female Stereotypes- Old Advertisement
Beer Advert
  • She's crying and emotional as she couldn't succeed at the one thing she was meant to do.
  • She is wearing a skirt, a typical stereotype, and a hegemonic rule, that the women is wearing the skirt and the man is wearing the 'pants'.
  • That women are useless and beer is better.
  • She has the mans pocket hanky and is crying into it, and needs the man to cheer her up.
  • It is saying that men is more of the beer drinker.
  • A positive viewing of it is that they can share the beer, and have some together, and she wont have to cook food anymore.
  • The women is in the kitchen, cultivating the idea that women should be in the kitchen.
  • She is passive as she is getting that man to sort out the issues.
  • She is filling the housewife/domestic role.
  • It is a quite romantic advert.
Advertising in Magazines
  • Magazines get their money through advertisements, or then they would not make enough money by themselves. (Print and digital)
  • Advertising is one third of total revenues across the industry, so its very important that they keep this income.
  • Advertisements can help shift magazine sales as well.
  • 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
  • Women may aspire to be like her, and think that of they buy that soap they will look like this model.
  • It is a mid shot showing all 'attractive assets' of her body and not the unattractive ones like her feet.
  • Sans-serif typography, conveying that this advert is informal, and is aimed at the working class.
  • She has a lot of makeup on and her hair is done up all nice, which usually women would not have whilst bathing, so it is setting unrealistic aspirations for women.
  • A heterosexual male, could view this and see her as 'sexy', which could infer that women need to get this soap to be sexy for men. 
  • She's supposed to be in the bath, yet she's not in the bath, and she is dolled up.
  • She takes up the main space of the advert, and there is little writing, the primary audience would view it and believe they would be as attractive as her, yet the secondary audience of men would just keep looking at her, viewing her as 'sexy'
  • it says that the soap will provide you with 'kindness' as though it is like the soap is a man, and is blowing a kiss at the soap, sexualising her, and inferring that a women always needs a man or something in her life to be complete.
  • She is nude, and is being very sexualised, we can see her bust, under boob and all of her legs.
  • This is a really 'naughty' advert, considering this is very sexualised now or days, it would have been even shocking back then.
  • Her legs are closed inferring that she is innocent, and she seems kind of shy as her body language is quite closed, this may be empowering for women as she could be sending across the message that she i not sexually available for men.
  • This is pointing out that women can smell too, its not just men who actively work and get smelly, women do suff throughout the day and get dirty.
  • There is a binary opposition between clean, gentle and destruction, as it needs to clean, but it breaks dow the dirt etc.
  • The advert keeps saying 'darling' which is meant to make the women feel feminine and pretty, yet now or days calling a women darling I creepy.
  • Why does the soap have to be on an attractive women? Why is she not dirty and washing it off? etc.











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