Show Us: How Women Are Affected By Stereotypes In Advertising And Glossy

Show Us: How Women Are Affected By Stereotypes In Advertising And Glossy
Show Us: How Women Are Affected By Stereotypes In Advertising And Glossy
Video: Show Us: How Women Are Affected By Stereotypes In Advertising And Glossy
Video: Gender Stereotypes in Advertisements 2023, February
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We go outside and see dozens of girls: different, special, beautiful in their own way. But, despite this, the media, advertising, movies and TV shows most often broadcast images that are far from reality. So much so that ordinary women do not recognize themselves in them. In a joint project with Dove, we figured out what stereotypes about women are prevalent in modern society, who benefits from them, and what trauma they can cause. Helena

Nizeenko psychologist, master's degree in

gender studies of the European

Humanities University In the book “The myth of beauty. Stereotypes against women”Naomi Wolf talks about the standards of female beauty that exist in society, but often contradict the natural state of the female body. Everyone faces the need to compare themselves with them, and those who do not fit them are imputed to blame. At the same time, the idea of ​​standards is presented as if women themselves want to adjust themselves to them - voluntarily and only at their own will. The world is still arranged in such a way that cellulite, stretch marks, body hair and even freckles on the face are perceived as a challenge, a rebellion, evidence of "unmarriedness", an insufficient degree of self-care. A woman is denied her natural naturalness, and beauty is offered to be achieved by any means, even with disproportionately large risks. 22% of women admit

that they feel worse

when they look at beautiful

women in magazines Patrissa - artist and immigrant

in the first generation who wants

show that beauty has no boundaries. When the media broadcast an unrealistic image of a person cut off from life with conventional photoshopped knees, this does not lead to anything good. Viewing retouched images can lead to frustration with unfulfilled expectations. This race is exhausting: the standards of beauty are constantly changing, and it is simply impossible to meet everyone at once. All this leads to different problems - from sadness or anxiety to the loss of profit syndrome or body dysmorphophobia (a mental disorder that manifests itself in an excessive desire to look perfect. - Ed.). Our preferences are somehow shaped by culture, and the media are actively involved in this. If in culture a “beautiful” body is equal to “successful” or “healthy”, this turns into an attitude. No one wants to see themselves as a loser, so as long as a certain appearance is regarded as a jackpot, people are striving for it. 71% of women would like

so that the media

information broadcast images

different women - of all ages

and the size of Tori is a break dancer who

wants to show that you can dance, even when we're over seventy. Brands pick up everything popular - be it feminism or cats. If society is fixated on the idea that happiness requires less weight, clear skin, or straight legs, brands use it. The result is a vicious circle: women want to meet the standard of beauty, because it is approved by society, and brands use beauty for commercial purposes, thereby consolidating its importance in society and forcing women to strive for it. Retouching deprives the image of reality. This, by the way, draws the attention of models who often do not recognize themselves in professional photographs. It turns out that it is impossible to achieve the beauty of the “cover woman”, even if you are on the cover. Now it is becoming noticeable how, instead of endlessly exploiting the myth of the “real woman,” the media pay attention to the diversity of real women. The progressive world clearly communicates the message that diversity is beautiful. Women are increasingly asserting themselves, their voices are louder, their participation in the economy is increasing, and brands cannot ignore it. Susan Sontag

wrote that you can only come to a temporary agreement that there is beauty. In general, it is a matter of taste, which in itself is a controversial category. The emergence of different types of appearance in the media teaches us empathy and at the same time expands our understanding of beauty. The more images of different women in the media, the clearer we understand: there is no common norm and cannot be. Catherine

Markelova marketer There are several platforms where stereotypes about female beauty are formed. Firstly, it is television advertising and all kinds of reality and talk shows, programs about the life of celebrities. Scientists at Harvard University conducted a study: until 1995 there was no television in Fiji, but within three years after its appearance, and with it TV shows like Melrose Place starring slender blondes, 15% of teenage girls began to artificially induce vomit to lose weight. Stereotypes about female attractiveness are actively being formed on social networks and channels of popular bloggers. In addition, the idea of ​​what an “ideal woman” should be is imposed by men themselves. 54% of Russian women say

what the pressure from

media calls

they have concerns about

appearance and beauty in general, Jean is a representative

Sakha Republic and director, who wants to see more

women like her. Stereotypes about which woman is attractive (and this is, as a rule, a slender girl with clean skin, a white-toothed smile and styled hair), plus or minus are similar and may differ slightly depending on the region of distribution of the content. At the same time, about 70% of women do not find anything in common between themselves and the images they see on the pages of glossy publications, in advertisements and films. Brands and the media prefer to hide "real women" because idealized beauty sells and does better. In Russia, in general, the mantra “I will buy this product and become like her” is very strong, therefore “her” is made unattainable. And this is against the background of the fact that seven out of ten Russian women are sure that most people cannot look like girls and women in advertising and media. 3% of women in advertising occupy

leadership positions I am Ven is an artist who

wants to show that swimwear

look good on any body. Back in the early 90s, it became clear that women are the largest consumer group in the world. Especially when it comes to cosmetic products. So, in recent years, advertising aimed at women has turned out to be one of the most popular brand promotion tools in the world. Companies have finally figured out in whose hands true purchasing power is concentrated. In Europe, the trend towards “democratizing” beauty and avoiding imposed stereotypes is noticeable on a much larger scale. But in Russia, only a few brands dare to take such steps and oppose public opinion. 20% of women say that stereotypes

about beauty in advertising and the media hinder them

enjoy food, wear your favorite

clothes and feel

confident in sex Evgenia is a psychologist who wants

show that style

has no age. This is confirmed by the data of the research carried out within the framework of the #Show Us brand Dove campaign. Every fifth Russian woman noted that they are hindered by stereotypical ideas about beauty, which are broadcast in media and advertising. For example, a career. Only 3% of women in advertising occupy leadership positions, even less - 2% - demonstrate high mental abilities. 68% of people believe that women are effective leaders, while society is not yet ready for this. 22% of those surveyed also admitted that they feel worse when they look at beautiful women in magazines. As a result, 71% of respondents would like different women to appear in the media - of all ages and sizes. People tend to resist change. Therefore, some processes take a long time.This also applies to the fight against stereotypes that are imposed from childhood and are passed down from generation to generation. And the resistance to the supposed changes is too great here. But all the same, progress does not stand still. Buzzword bingo Click on the stereotype cards, which you meet most often

in advertising and media Vote for boring stereotypes:

choose the ones that you most often

meet in advertising and media, and find out

how many more people noted the same options. BEAUTY WITHOUT DIGITAL PROCESSING Dove wants the media, media and advertisers to be honest and flag the image as being retouched. Sign the petition to amend the law on advertising! Sign the petition Beauty without digital processing. Dove shows women as they are in real life. Details on the website dove.com/ru Material prepared with the support of

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