Image of Women in Advertisements

Throughout history women have been portrayed negatively in advertisements; whether they are playing the roles society expects of them (mother, housewife, cook, etc.) or appearing as sex symbols.  Younger girls who see these images are can receive a false interpretation of women’s place in society.  Such portrayals can affect girls’ confidence levels and lead to lower self-esteem. 

For example, as part of his “Great Ideas” campaign, Herbert Bayer designed an advertisement in 1960, featuring a Theodore Roosevelt quote.  In case the letters are too small, the quote reads, “Theodore Roosevelt on the preservation of America: The things that will destroy America are prosperity at any price, peace at any price, safety first instead of duty first, and love of soft living and the get-rich-quick theory of life.  (Letter to S. Stanwood Manken, January 10, 1917) From “The Letters of Theodore Roosevelt,” Harvard University Press.”  To illustrate the quotation, Bayer created a collage depicting “affluence and decadence” (Meggs 347). 

The ad represents a partying lifestyle and features an attractive woman enjoying gambling, money, booze, fruit, and jewelry.  The very riches that lead to corruption surround her.  The use of the female form as an element that embodies ideas and possession was a popular theme in the Art Nouveau movement that is used in ad during this time.  Each object is placed in a way that draws the viewer’s eyes around the page to examine each element more closely.  As we talked about in class, “the ad suggests the fruitfulness of women along with sexuality."  The fruit may also be used to represent evil, like the apple in the Garden of Eden. 

Bayer's portray is hardly offensive when compared to the way women appear in magazine advertisements today.  Today’s ads must be racy and sexual to attract consumer attention.  I feel like the same associations are being made as they were in the 1960s, but with more skin showing.  Many women in fashion ads barely have any clothes on.  These advertisements are damaging the way women think of themselves. 

What do you think D&G is trying to say with this ad?

This isn't Hustler...put some pants on already.

I think Calvin Klein uses women negatively in just about every ad they produce.  The women in these ads are definitely being portrayed as sex symbols.  Many of these ads have had to be removed from public places because they made people too uncomfortable.  These ads portray women as objects and are degrading to women.  

The underlying theme of Bayer's advertisement as well as advertisements today is that riches are the most important things in society.  If you are rich, you can afford the company of beautiful women, to gambling and to drink without consequences.  This partying lifestyle is far from reality.  Sure, I suppose some celebrities live this decadent lifestyle, but just think about how many of them end up in rehab or debt.  Everyone wants to be rich and famous, but corruption follows those who attain this lifestyle.  These ideas are bad influences, especially on younger kids.  

These images represent the modern day version of what Bayer was trying to translate through his "Great Ideas" campaign advertisement about the threats of corruption.