Unfortunately I haven't been able to cut and paste any of my tables or appendices into this essay.
Monk-Turner et al. (2008: 201) report that the 'roles women are shown in are much narrower than the roles depicted by men in advertising'. Do you agree with this conclusion? Use the contents of two or three current magazines as examples in your answer. (The magazine must have been published in 2011. Include the ads in your assignment.)
The roles in which women are depicted in advertisements do not have the same range as other media outlets. Monk-Turner et al. argue, “The roles women are shown in are much narrower than the roles depicted by men in advertising” (2008, 201) and through a content analysis of the advertising in four magazines, this will be verified. The representation of women in advertising not only adheres to the cultural expectations of femininity but also complies with misogynist ideals, thereby reinforcing patriarchal hegemony. Laura Mulvey believes that the way in which women are viewed reflects the hegemonic order of society, and this happens because images of women have “continually been stolen and used” (1992, 757) to uphold the status quo. According to George Gerbner, “a culture communicates with itself through its total mass-media output, and that this communication maintains or modifies the broad consensus of values in a culture” (quoted Fiske 1990, 143). Magazines promote the values of a culture and employ stereotyping to translate ”the complexity of individual character into a set of simple, socially defined distinctions” (Thwaites et al. 2002, 153). This is problematic because of the roles being portrayed: “Women are continually depicted in domestic or family situations playing nurturing roles, or in seductive scenes, as alluring objects of the male gaze. Men are seen in terms of work and career, or outdoor activities such as sport” (Ibid., 153). This is congruent to my findings. I have analysed the advertisements of two magazines that target a female audience (marie claire and Vogue), and two that target a male readership (GQ and Men’s Health), to compare the range of roles depicted. The magazines being content analysed are all U.S. October 2011 editions, with the accompanying statistical information from The Association of Magazine Media (MPA) and the Audit Bureau of Circulation (ABC), relating to the U.S. market. A description of the methodology is followed by a brief background on magazines, then in separate sections each magazine is introduced before the advertising content is examined with regard to gender and roles, followed by a close analysis of two paradigmatic ads. I will conclude with my findings, substantiating my agreement with the proclamation by Monk-Turner et al. concerning the disparity between the range of roles for males and females in advertising.
The adverts in each magazine were first categorised as to size, product, and gender (refer appendices 1 and 4), then the ads were classified as to the precise number of characters within the gender breakdown (appendices 2 and 5). Finally, the advertisements were categorised according to the role(s) depicted, which has been divided into eight categories derived from those used by Plakoyiannaki and Zotos in their study: homemaker, dependent, career, sporty, equality, decorative, provocative and very provocative (2009, online). After initial sampling of the magazines there was a clear distinction between mainstream provocativeness and that which could be considered going too far, hence the need to distinguish between the two standards. When deciding what constitutes provocative, the three aspects formulated by Coltrane and Adams (1997) were used: objectification – the person is either invisible or degraded; alluring behaviour – angle of the head, half-closed eyes, pouting lips, flirtatious body position; and provocative clothing – short, low-cut or tight clothes, flesh on display, nudity (quoted in Monk-Turner et al. 2008, 201. Refer appendices 3 and 6). Although the preliminary analysis has been on all 1 – 4 page spreads for each publication, close analysis has been conducted on one-page advertisements only. Each analysed ad features a solo human character, the gender being determined by the targeted readership – ads depicting female characters for women’s magazines, and male characters for men’s magazines. Two ads have been chosen from each magazine corresponding to the two categories containing the most ads. This approach was taken in order to ascertain the breadth of roles depicted for females and males.
According to Naomi Wolf, magazines provided women with a much-needed forum for camaraderie, while delivering “whatever the economy, their advertisers, and, during wartime, the government, needed at that moment from women” (1990, 64). The relationship women have had with magazines has been based on “extreme contradictions between the positive and negative elements of the magazines’ message” (Ibid., 70). This dichotomy is problematic because the empowering messages often cloak the more sinister ones that deal with convincing women they are not good enough the way they are, thereby promoting a burgeoning self-hatred, which in turn leads to high consumption of consumer products, namely those connected with beauty and fashion. This directly relates to the roles females are depicted in. Essentially females need to be exhibited as young and beautiful, and displayed to promote the product, as opposed to be shown in a pragmatic range of activities as per males.
Described on it’s website as being “more than a pretty face” (Hearst Corporation 2009, online), the total paid and verified circulation rates in 2010 were 1,015,053, an increase of 3.4% on 2009 (MPA 2011, online). Circulation figures from ABC were 963,305 for the first half of 2011 (2011, online). marie claire targets woman (median age of 37.1), with a median household income of $81,247 (Hearst Corporation 2011, online). The October 2011 edition of includes 107 advertisements, 70% depicting female characters, with 61% being solitary portrayals.
marie claire has advertisements representing five of the eight categories (refer Image 1). The primary function females have in the magazine’s adverts is to be decorative, with the secondary function being provocative. This concurs with the findings of Plakoyiannaki and Zotos that females in “magazine advertisements were mainly portrayed in decorative roles” (2009, online).
Image 2: Decorative
marie claire, October 2011, page 79
Image 2, although categorised as decorative, borders on being provocative due to the stance, direct gaze, parted lips and displayed cleavage. Sex is being used to sell the label, and the use of an “idealized human being[s]” (Fowles 1996, 156) offers the vague promise that wearing clothes by Bebe will make you beautiful as well. This value transference is reiterated by the “eye catcher” (Dyer 1982, 112) technique of the character taking up more than 50% of the space in the ad. The use of yellow connotes youth, energy and happiness, in contrast to the purple, connoting wealth and extravagance; these are all desirable attributes. The unassuming label indicates a confidence in the power of the brand (reiterated by not incorporating a slogan or copy). The blue phone in the model’s hand denotes technology; the connotation being this brand caters for those living in the moment.
Image 3: Provocative
marie claire, October 2011, page 109
Image 3 is categorised as being provocative not only for the amount of flesh on display (or more importantly, the location of the displayed flesh), but also the position of the material between the celebrity’s thighs, the wind-swept hair, and the full-frontal look into the camera with chin slightly down, almost daring the viewer to approach. The bars of light in the background frame her body and draw attention to her waist. The eyes then travel up her torso to the logo, positioned over her chest, drawing attention to her breasts. Due to the objectification, it could be assumed the character is being displayed for male consumption. After all, “The image convention of depicting women as objects of the gaze and men as lookers continues to exist today…” (Stunken and Cartwright 2001, 80). However this ad problematizes Mulvey’s premise that it is men who own the gaze as this ad is for female consumption, which is congruent with Gaylyn Studlar’s opinion that obtaining pleasure from viewing is not reliant on gender (1992, 783-785). Not many of the female audience will be able to identify with Beyoncé, but the “temptation” (Dyer 1982, 112) is in the message: “If you buy the product you are likely to attain the glamour and prestige of the situation depicted” (Ibid., 112).
Since it’s beginning, Vogue “has been America’s cultural barometer” (Condé Nast 2009, online). The total paid and verified circulation rates for 2010 were 1,250,691, which according to the MPA, was a decrease of 1.5% on 2009 (2011, online). ABC circulation figures were 1,248,121 for the first half of 2011 (2011, online). The median age of Vogue’s readership is 37.4, with a median household income of $63,094 (Condé Nast 2011, online). Vogue’s October 2011 edition contains 155 advertisements, with a total of 73% depicting female characters, of which 53% show a lone woman.
The adverts containing females are spread across five categories (refer Image 4), with the major role being decorative. Monk-Turner et al. equate this “focus on female sexual attractiveness” (2008, 202) as being women’s primary reason for inclusion in magazine advertising.
Image 5: Decorative
Vogue, October 2011, page 99
Image 5 is categorised as decorative, even though the character is in silhouette, identifying her as persona non-gratis. This is a strong attention-grabbing tactic because there is no distraction to the product. The invisibility of the model links with the slogan, “Redefining timeless style”; she is timeless because she cannot be connected with a particular fashion or era. However the connotation of this invisibility is quite disturbing; woman as invisible accessory to the product being sold. This invisibility demonstrates Budd Boetticher’s claim, “In herself the woman has not the slightest importance” (quoted Mulvey 1992, 750). It is the product that holds the place of importance in the advert; the product is the thing of value. Without the bag the woman is invisible, it is only with the product that she becomes a real (visible) person.
Image 6: Provocative
Vogue, October 2011, page 247
The use of the mirror in Image 6 is an interesting addition; according to Sturken and Cartwright (2001, 80), a mirror acts as a replacement of the male gaze. As there is no indication of embarrassment, we have to presume the character is enjoying her to-be-looked-at-ness. This can also be seen by the satisfied look on her face and the angle of her body. The length of the skirt reveals a tantalising glimpse of thigh indicating that she is “accustomed to being looked at” (Monk-Turner et al. 2008, 203) and that she finds “pleasure in being looked at” (Mulvey 1992, 748). Berger suggests women have been depicted as being “aware of being seen by a spectator” (1972, 49) since the Renaissance, and that ads are merely perpetuating the longstanding tradition of treating women as objects. The blue of the character’s dress connotes calmness and poise, which is reiterated by her pose. Additionally, blue is the favourite colour of many males, which matches the fact she is on display, and is enjoying it. This ad highlights Gamman and Makinen’s (1994) statement that “women are accustomed to being looked at, being an object of a gaze” (quoted in Monk-Turner et al. 2008, 203). This corresponds with Richard Dyer’s premise that while women watch men, it’s men who actively look or stare at women (1992, 104).
According to the magazine’s mission statement, “GQ is the authority on men” (Condé Nast 2010b, online). The total paid and verified circulation rates for 2010 were 942,624, an increase of 3.1% on 2009 (MPA 2011, online). Circulation figures from ABC were 939,067 for the first half of 2011 (2011, online). GQ targets men (median age of 34.3), with a median household income of $72,738 (Condé Nast 2010a, online). There are 75 adverts in the October 2011 edition, with 48% containing only males.
There are four roles represented in the magazine. Although the majority of ads are categorised as decorative, there are enough examples of career and sporty to counterbalance this and corroborate Monk-Turner et al.’s premise concerning the breadth of roles available for males (refer Image 7). The two adverts containing only females are categorised as decorative, which is contrary to Monk-Turner et al.’s assertion that “objectified advertising characters were significantly more likely to appear in magazines directed at a male audience” (2008, 206). Interestingly, the only ads to be categorised as very provocative (3%) contain a mixed couple.
Image 8: Decorative
GQ, October 2011, page 147
Image 8 is perhaps the most common type of ad appearing in GQ. The handsome, man-at-ease-in-his-surroundings would appeal to a broad section of the targeted male audience as it allows for easy identification: “By using characters and scenes which can be stereotypically identified, the spectator is drawn into the ad and invited to identify or empathize with what is said and done” (Dyer 1982, 96). The earthly tones of the character’s clothing connect him with the setting, and the muted colours cause no distraction for the audience. The relationship the character has with the dog connotes a caring side identifying him as a modern man not afraid of showing his emotions.
Image 9: Career
GQ, October 2011, page 143
Image 9 is indicative of many of the ads found in GQ as men in suits adorn many of the pages. This ad denotes man in his hierarchical position in society; he is successful, hardworking (indicated by the hand on phone while active) and interested in his health, which equates to being modern and educated. The sepia tones, traditionally connoting nostalgia, draw attention to the celebrity character through the elimination of distracting background colours. There is also a warmth that would be absent if the photo was in black and white. The sepia adds to the professional categorisation and places the character in what Mulvey describes as the male role “as the representative of power” (1992, 751).
Men’s Health is described on its website as the “magazine for active, successful, professional men who want greater control over their physical, mental and emotional lives” (Rodale 2011, online). The total paid and verified circulation rates for 2010 were 1,881,148, an increase of 1.0% on 2009 (MPA 2011, online). ABC circulation figures were 1,892,760 for the first half of 2011 (2011, online). The median age of Men’s Health readers is 37.7, with a median household income of $81,736 (Rodale online). The October 2011 issue contains 59 ads, 47% depicting male characters, of which 42% are solitary.
The roles displayed in the adverts are in keeping with the magazine’s mission statement (refer Image 10) in that they depict healthy and successful men. The array of advertisements is similar to those in GQ, the main difference being the reversal of popularity for the sporty and career categories. As with GQ, the only ads deemed to be very provocative (2%), contain female characters.
Image 11, Decorative
Men’s Health October 2011, page 8
In accordance with the magazine’s mission statement of the magazine, this ad connotes health. The use of brown connects the character with his environment, with which he is obviously comfortable. Brown connotes connection with the earth, as well as corresponding to the earthy traits of strength and reliability. The muted colours all work together to create a unity between the character and environment. The shadows on the character’s face connote a readiness – a willingness to take on whatever needs to be done. This also fits with the character’s pose, straddling the fence. The character has a slight scowl upon his face, which creates an intensity to his persona. This provides an interesting contrast to his surroundings and puts him in a position of controlling it.
Image 12: Sporty
Men’s Health October 2011, page 61
Image 12 depicts a superman type of character who is adept at many pursuits. The ad makes use of machismo (the discourse being one of power), which is “the major attribute that is seen as the key signifier, and definer of masculinity” (O’Shaughnessy and Stadler 2008, 382). This ad upholds the “values of patriarchal society” (Ibid., 379) as it shows man in control. The dominant use of black emphasises power and prowess, while also indicating the seriousness of the ad. This seriousness is reiterated by the copy, colour and character, which contribute to the technical aspect. These choices would appeal to the targeted male audience. The character is an ordinary looking, experienced male, which lends credence to the authority of the ad.
Although all of the ads in the sample have been included due to their typicality, those taken from the two men’s magazines are particularly indicative of the ads within. Although there are only 4 different categories shown in each men’s magazine – career (13%), sporty (13%), decorative (19%) and provocative (2%) – the scope of roles within each category is broad and perhaps more importantly, the emphasis is not on being decorative or arousing sexual interest. Although the sample of ads from the two women’s magazines constitutes a larger number of roles – homemaker (3%), career (.4%), sporty (.4%), decorative (36%), provocative (30%) and very provocative (2%) – the scope within those roles is much narrower. Although there are many opportunities for crossover within the categories of decorative and provocative, it does not diminish the fact that 68% of the advertisements in marie claire and Vogue featuring a sole female, place women in an ornamental, sexualised role. This becomes even more alarming when comparing it to the same statistic for males (21%) in the decorative, provocative, very provocative categories (refer Image 13). According to Fowles, advertising does not “mirror stereotypes; it is actively involved in the dialectical process of making and remaking them” (Fowles 1996, 160). A study by Dominick and Rauch (1972) found that although the jobs being portrayed in advertisements differed, “the same occupational stereotyping” was prevalent with females having “a far more restricted range of occupations than men” (Fiske 1990, 137). They described the women in their sample as being “home-bound creatures” (Ibid., 137) due to only 19% of female depictions being outdoors, as opposed to the 44% of images for males. This is consistent with my findings of the social identity of men and women upholding the patriarchal status quo with females being represented in a narrower range of roles than males:
“By the sheer weight of repetition, media texts endorse certain sets of social values as inevitable and natural … A good example of this is the way in which contemporary fashion and advertising imagery persist in portraying women as passive objects of male desire and control…” (Thwaites et al. 2002, 153-154).
Monk-Turner et al. assert, “The roles women are shown in are much narrower than the roles depicted by men in advertising” (2008, 201), and I concur with this statement. Being decorative is a woman’s main contribution to magazine advertisements. This is in line with Monk-Turner et al’s findings that “female advertising characters were used more often than male characters in advertisements using sex to sell a product” (Ibid., 206). Women are either depicted in decorative roles or provocative roles by being objectified through alluring behaviour and/or suggestive clothing (or lack thereof). Margaret Marshment claims, “In patriarchal culture, women are defined by those who subordinate them” (1997, 127), and although the top job at both of the women’s magazines are held by women, the magazines themselves are promoting the societal constructs of femininity and masculinity: “Since self-hatred artificially inflates the demand and the price, the overall message to women from their magazines must remain – as long as the beauty backlash is intact – negative not positive” (1990, 84). The majority of images depicting women persist in displaying women as a decorative supplement, subordinate to either the product or male in the scene: “Women and men are portrayed in terms of a set of fixed values, often determined by oppositions such as indoors/outdoors, domestic/public, worker/boss, passive/active, rational/irrational” (Thwaites et al. 2002, 153). In magazine advertising, males are depicted in a broader range of roles than females. The representation of females in a narrower range of roles upholds patriarchy and endorses cultural expectations of femininity.
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