Portrayal of Women as Submissive In Advertising By

Portrayal of Women as “Submissive” In Advertising By Sadel Serra Dilmener

WHAT IS SUBMISSIVE? “Inclined or ready to submit; unresistingly or humbly obedient. ” Compliant Passive Controllable Weak Dependent

SO, WHY WOMEN? Rely on their emotions, desires, senses. Easily manipulated Seek affection Fragile

HOW IS THIS PORTRAYED IN AD’S? Power Relationship Positional and Visual Hierarchy Implied Control & Dependence Obedience and Serving Lying Women Phenomenon “Ever wonder where we’d be if history had been herstory? ”

POWER RELATIONSHIP BETWEEN MAN AND WOMAN: Physical postures and positioning: Man vs. Woman Facial expression: vulnerable, unhappy Partial portrayal of men

POSITIONAL AND VISUAL HIERARCHY: Positional Hierarchy: Man vs. Woman Facial expression: obedient, neutral, adoring the man Succumbed, not objecting

IMPLIED CONTROL & DEPENDENCE Behavioral suggestion: Control Following a man, not objecting. Happy Behavioral suggestion: Dependence Woman trying to get man’s attention Worried Partial Portrayal of Man

OBEDIENCE AND SERVING Behavioral suggestion: Obedience Body Language: intimidating Sexual Dominance Woman in man’s clothes: “Obey Me”

OBEDIENCE AND SERVING Behavioral suggestion: Master-Servant Positional suggestion Men being pampered Partial portrayal of men

LYING WOMEN PHENOMENON

LYING WOMEN PHENOMENON Lying or leaning: need for support, weakness Partial portrayal of men Car: Car//Manly: Serving themselves to men http: //www. youtube. com/watch? v=Kbk. Du. Udk-QQ&feature=related

WHAT IS THE PURPOSE? Women dependent on men, compliant, fragile. Facial Expressions: Seem in constant search for protection. When men see these ads, they associate manhood with the product. For women: Negative portrayals but may promise protection and guarding by men and thus attention. These In ads depict stereotypes and social norms since advertising reflects society. most societies today, men are dominant over women. Women usually prefer dominant men and thus like being controlled.

Thank you… By Sadel Serra Dilmener

SOURCES “Isn’t It Time Women Stood Up? ” (04/10/2009) http: //www. youtube. com/watch? v=Kbk. Du. Udk-QQ&feature=related (04/09/2009) Image#1: http: //www. bwgreyscale. com/ads/david_yurman. html Image#2: http: //www. ltcconline. net/lukas/gender/menincontrol/pics/mencontrol 27. jpg Image#3: http: //www. bwgreyscale. com/ads/calvin_klein. html Image#4: http: //www. ltcconline. net/lukas/gender/menincontrol/pics/mencontrol 7. jpg Image#5: http: //www. ltcconline. net/lukas/gender/menincontrol/pics/mencontrol 21. jpg Image#6: http: //www. bwgreyscale. com/adimg 14/adv_8029. JPG Image#7: http: //muse. jhu. edu/journals/asr/v 007/images/7. 2 unit 07_fig 40. jpg Image#8: http: //www. bwgreyscale. com/adimg 05/adv_2434. JPG Image#9: http: //www. ltcconline. net/lukas/gender/menincontrol/pics/mencontrol 35. jpg Image#10: http: //www. krankyproduktions. com/portfolio/images/platon/moto/obeymemoto. jpg Image#11: http: //www. ltcconline. net/lukas/gender/menincontrol/pics/mencontrol 3. jpg Image#12: http: //130. 18. 140. 19/mmsoc/subliminal/skyy 2. jpg Image#13: http: //www. ltcconline. net/lukas/gender/roles/pics/roles 2. jpg Image#14: http: //www. bwgreyscale. com/adimg 13/adv_7585. JPG Image#15: http: //www. bwgreyscale. com/adimg 09/adv_4086. JPG Image#16: http: //www. bwgreyscale. com/adimg 15/adv_8360. JPG Image#17: http: //www. ltcconline. net/lukas/gender/menincontrol/pics/mencontrol 12. jpg Image#18: http: //models. com/feed/? p=480 Image#19: http: //blog. cardomain. com/2008/02/29/xv-motorsports/ Data: http: //www. genderads. com