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BEAUTY STANDARDS IN ADVERTISEMENTS - Coggle Diagram
BEAUTY STANDARDS IN ADVERTISEMENTS
PORTRAYAL OF GENDER STEROTYPES
Characteristics associated with
Strong, authoritative,
Physical body ideals
Thin, shaved, long hair, clear skin,
No clear stereotype recognizable
Shaving add by Gilette for men, shown as: relatable, far from idealized, "average"
Physical body ideals
Muscles, rugged look, beards, strong jawlines, tendency preference short hair
Characteristics associated with
Sensitive, elegant, refined
MARKETING DESIGN
Perfume adds
Colour
dark, deep
Dark blue, black, deep blue,
Soft, light, natural
Pastel, light blue, light pink, white, bronze
Background
Unremarkable, breezy
White wall, light blue water, basic black background, bubbles
Rough, deep blue
Raw wall, desert
Bottle design
Overall not much of a difference
Tendency to be more "soft" and curvy
Tendency to be a bit more edgy
Name of Product
Elegant/female terms
"Miss Dior", "Touch of Pink"
Rough terms
"Sauvage", "Essential Sport"
Font of Product Name
Elegant font
Blocky and straightforward font
Deodorant
Shape of bottle
Curvy, softer lines
Straight, "blocky" shape
Name
Elegant terms (e.g. "pearl")
"Rough" terms (e.g. "deep")
Font
smaller letter, curved,
all caps, edgy
Shaving Accessories Advertisement Video
Music
From silly before, to powerful after shaving
Light upbeat music with female singer: "baby she's got it", empowering
Voice
female voice, soft, calm
Male voice, more serious or comedic
Lighting and Set design
Beach/nature
Male/sport environment
Models used
Famous football players
Idea of succes
Beneficial to your career (career focused)
Pretty woman
Shaving can give you beauty
Shaving makes you attractive
Other observations
Colorful/natural colors
From sober to fluorescent colors
Male-only setting
Male and females present
OPEN QUESTIONS
New meaning of gender - How does it affect traditional gender ideals? What about transgender, nonbinary, genderfluid identities?
How inclusive is the current use of advertisements?
Is more inclusivity necessary?
How have we been affected by advertisements in our personal lives? What ideas have we felt propagated about what it means to be a man or a woman?
What would we want to see in advertisements that is currently not being included?
Could we use these types of media to propagate better ideas in the future? Use advertisements to spread healthier ideals?
Is it the responsibility of the cosmetic companies to create a more inclusive (all terms) view of genders?
Is it their responsibility to decrease the gender stereotypes that are still visible in today's society?
Should big names (like Dior, Lacoste, etc.) set their goal of making money aside and focus on creating a more inclusive worldview?
How do advertisements contribute to the way children see the world and their position in it?
Do advertisements encourage children to think in stereotypes?
SOCIETAL RELEVANCE
Changes in the industry
(positive or negative)
Increased inclusivity of different body types (e.g. Gillette add)
Eye for "gender benders"
More inclusive toward gender diversity
Awareness for still existing gender stereotypes in the cosmetic industry
Newfound awareness surrounding the topic of beauty standards + increase in opportunities for change
public involved in debate, e.g scandal w/ Dior Nov 2021
Affected issues in society
Beauty standards, gender stereotypes, disproportionate affection of certain societal classes? certain genders?
Advertisements as "propaganda" that reinforce certain values (subconsciously), then are propagated in other areas of life
Western monopoly on beauty ideals - are propagated in society where it would be more difficult to fit in with them, e.g. Asian societies and cultures
Groups affected by industry
Young men and women, as a target group
Teenagers who look up to the models
Older people who are not included yet expected to fit in with the standard
Plus-sized people who are not represented
Those who don't fit in with the binary gender system
People not identifying with a certain gender
Impact of the industry
Dominating advertisements in drugstores, supermarkets
Monopoly of certain countries of provenance over others (e.g. USA)
Affecting annual fashions, what is "in"
Ideas are propagate to people of all ages due to high visibility, it is not just in magazines anymore, but in youtube adds and ore