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represented as objects of sexual desire for men. Mulvey also recognised that men tend to be represented as active: doing sports, driving, working, rescuing women etc, whilst women are represented as passive, being taken care of by the male, passengers, victims,objects of desire that fulfil male scopophilic desire (Freud). Of course as the men are busy being the hero, too occupied to look at the camera, women have nothing better to do but ‘stand and look pretty’ giving direct eye-contact, taking the role of the spectacle for the subjective gaze of the male spectator. As most representations are like this,men will identify with male representations and view themselves as powerful, active members of society. Whereas women can only view themselves through the male gaze that these representations were made for and thus will identify with the female representations and view themselves as sexual objects and as powerless, lacking in substance and agency.

 

The male in the image is looking down towards the female’s stockings with a disapproving look; he examines her as though she is an object whilst obliviously she happily continues her trivial knitting. False needs are created in the housewives who view this advertisement as they will question their own marriages, and as “Constant runs are unsightly”women will therefore purchase the product in order to keep a happy marriage (Berger “marginal dissatisfaction” in audiences). Yet this advertisement is not only targeted at married women but also towards single women as a way to attract male attention, ideologically the primary goal of a female, through her appearance: this conforms to the familial aspect of dominant ideology in promoting the family as the ideal structure in which to live. The smaller text reads “Lovely stockings add so much to your appearance”, ‘Lovely’having feminine connotations of beauty which reinforces what women should aspire to achieve for male approval. It is degrading towards women as it diminishes their position to a trivial subgroup concerned with trivial matters and re-enforces an inferior female need for the superior male. It could be argued that the messages of the advertisement were very much of its time, reinforcing as it does consumerism, and with a need to boost the economy of the time, there was a massive emphasis on beauty; however, the ideologies of both consumerism and female beauty have continued through to today.

 

Like in many other advertisements for beauty and household products at the time, the woman is a white, attractive,slim female, often shown in a no less than perfect marriage. Such advertisements appeal to women as they suggest that by buying the product, they can live like them. And in many advertisements what is offered is more the lifestyle which purchasing the product will allow you to experience rather than the product itself. Buying the product will give the consumer access to a better existence.

 

Overall, the woman is portrayed as a domestic provider who cannot and does not make any significant decisions other than choosing which products will enable her to reach a goal of approval and ‘admiration’ from a male本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。