HOW ARE WOMEN PRESENTED? WHAT MESSAGES DO THEY COMMUNICATE THROUGH THE ROLE OF WOMEN IN ADVERTISEMENTS?
HOW ARE WOMEN PRESENTED? WHAT MESSAGES DO THEY COMMUNICATE THROUGH THE ROLE OF WOMEN IN ADVERTISEMENTS?

Author(s): Ioanna Fokou
Subject(s): Gender Studies, Sociology, Gender history, Marketing / Advertising
Published by: Institut za filozofiju i društvenu teoriju
Keywords: gender stereotypes; advertising representation; objectification of women; patriarchal norms; media socialization
Summary/Abstract: The ad is almost as old as the civilization itself. In 1890, when it appeared as print ads in conjunction with the second industrial revolution, its dynamics soared. In newspapers and magazines, bicycles and sewing machines were advertised. During 1920 the modern advertising, through radio, opened new roads with creating songs that flanked the product advertised repeating the slogan, called jingles (Noble 2011: 740-743). In 1950, however, with the introduction of television, the power of advertising was consolidated and started to affect, more directly, more people's lives. But what is advertising? Advertising is a communication tool, which has as its main objective informing the public of the goods, services, opinions or ideas. The presentation and all of the above notification to the public is through some media, which are remunerated by the advertiser (Dyer, Gillian, 1982).Also it can be 252 considered as an institution, contemporary form of art and a socio-cultural phenomenon (Ζώτος 2000: 21).

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