Ads

For this blog we are going to focus on the language used in advertisements. The average American sees 3,000 ads per day, so clearly they have a great impact on our lives, perhaps even more than we realize. What do the advertisements used in men’s and women’s magazines tell us about our perceived notions of gender?

Let’s start with the men’s magazines, Men’s Health and Sports Illustrated. A dominant theme throughout these advertisements is that of adventure and action, of not being constrained by a white-collar job. For example, an advertisement for Levi’s reads, “This country was not built by men in suits”. It features a man traipsing through a field with no sign of civilization in sight. Here, the idea is that while a job is, of course, essential in order to be “successful”, it is not what is ultimately important for men. Another example comes from an ad featuring John Travolta which says, “Profession: Pilot. Career: Actor”. This is even more direct. Men need something to supplement their office job: they need adventure and the feeling of not being constrained by society.

Another idea in men’s advertisements is being risky and challenging oneself. In Sports Illustrated, an advertisement for McDonald’s says, “I’m kind of a risk taker…no pain, no gain”. This advertisement is telling men to push themselves to their limits because otherwise they will gain nothing. Likewise, an ad for almonds states, “A can a week, we dare you!” Although almonds hardly seem like the most risky venture, it is clear that in order to appeal to men, the ads must issue a challenge. Men cannot be passive; rather, they must be aggressive and take risks until they get what they want.

Finally, men’s advertisements have a strong theme of strength and control. Here are just a few examples of common words throughout the advertisements in both magazines: “superior-strength”, “driven”, “stamina”, “energy”, “endurance”, “chiseled”, “challenge”, “powerhouse”, “own it”, and “conquer”. All of these words refer to a variety of products and/or services, but all are directed toward “true” men. These men are in complete control of their lives- or can be through the purchase of this product- and have no weaknesses. To be a man, then, is to strong both physically and mentally and to have the ultimate control in every aspect of your life.

For women’s advertisements, many are centered on the idea of making a new woman. Maybelline’s slogan is a prime example of it. Their slogan is, “Maybe she’s born with it. Maybe it’s Maybelline”. Clearly, however, the models are not born with it. They can only achieve their beauty and, essentially, power through Maybelline’s makeup products, through changing the way her face looks to become a new and “better” woman. This new woman often revolves around age. Many of the ads in both Glamour and Cosmopolitan are for age-defying serums or creams and insist that to be beautiful is to be young, or at least to look young. Says one ad, “Introducing a fresh, new way to…awaken youthful radiance”. Older women are only featured when they are a “before” picture for an age-reversal advertisement. One not only needs to create a new woman, but needs to create a new, young woman.

Women’s advertisements are also very focused on seduction and becoming someone that will attract men. “Seduce” or “flirty seduction” are common phrases, especially in makeup advertisements. There is the underlying idea that women buy makeup so that they will attract men, not so that they will feel more beautiful. In fact, the way they will feel more beautiful is through the “positive” attention they will receive from men. Many of the ads present this idea and encourage women to buy their product so that men will notice them. Again, even in women’s magazines the ultimate goal is to attract men.

As I stated earlier, the average American sees about 3,000 ads per day. The language that the advertisers choose to use reflects our views of men and women. Men are seen as aggressive and strong, whereas women are more interested in making themselves “new”, mainly for the purpose of attracting men. Even in women’s magazines, women in advertisements are passive and ultimately have no control. This is a stark contrast to men’s advertisements where a dominant theme is power and where men have the ultimate control over their lives.