Module Evaluation

Throughout COP 1 I've developed an understanding regarding the use of research and how it can be implemented and developed within my work in order to better inform my design process and decisions. Consequently I've moved away from solely using the internet as a means to collect research and instead looked into books, journals and articles in order to produce work throughout this module. This has taught me the importance of researching in other areas as the internet isn't always the best and most reliable source.  In relation to work I've produced in this module I feel my writing ability has greatly improved as I've learnt how to reference correctly within my essays as well as construct an argument using academic texts. Personally in relation to my writing there are further improvements to be made as I need to proof read more carefully to ensure minor errors such as spelling mistakes are correct before submission. In addition I'm also pleased with the design work for this module I've been able to experiment with digital illustrations and editorial design which are two areas I hope to develop further within my other modules. However in the future I plan to manage my time more effectively so I can research into my chosen area more throughly and develop my work more effectively than within this module as I feel both my writing and design work could be developed further and would benefit from being more organised. Overall I'm satisfied with the work I've produced for this module but I could benefit from better time management in order to gain more feedback to develop my writing and designs further next year within COP2.

Image Analysis Final Essay

Throughout this essay I will analyse and discuss different adverts and there use of stereotypes in relation to research I’ve already conducted.

Figure 1 (Protein World) features yellow as the main colour as it stimulates mental and physical energy as it is a warming colour that creates a positive and warming impact on the audience. The contrasting use of grey within image and typography creates further contrast allowing for the advert to attract more attention and seem more drastic. The placement of image and typography draws attention into middle of advert allowing both pieces to be view equally allowing for a larger impact to be made as both are equally striking causing a more powerful impact on the audience. The use of a bold sans serif typeface along with the striking image of the model draws attention to the message causing a more striking impression on the audience. The bold nature of this advert compliments its controversial message as it appears to imply women have to look like the model to be beach body ready adding to the stereotype that women must be beautiful and slim to be accepted by society as discussed by Gauntlett (2008). Furthermore the controversial nature of this advert highlights the issue raised by Gauntlett (2008) that advertisers still fail to recognise social issues as their main focus is to attract consumers without damaging brand image, which in this case Protein World have failed to do. Despite the damage to Protein Worlds brand image due to the negative publicity they received figure 1 could be seen as an effective advert within the health and fitness industry as it’s creating the desire to look like the model in the advert meaning more women are likely to purchase products from Protein World in order to be accepted. However this could adversely effect women due to the extremes some may go too to look like the model due to the pressure put on women today as supported by Grogan (2016) and Gauntlett (2008). However it could be argued that women may not be as greatly effect by figure 1 as first thought as many women are happy with there bodies as a study discussed by Walters (1998) states that 80% of women are happy when they look in the mirror.  In addition figure 1 could be seen to empower and inspire some women to become healthier and fitter as they look at the model and think they would like to look like her as more women are comfortable with the way they look as discussed by Walters (1998) and may not be offended by the implications of figure 1. 

Figure 2 (Victoria Secret) uses neutral colours throughout the advert and within typography to draw attention to the models as this is what draws the audience in and allows the advert to stand out. This is aided by the simple use of  a sans serif mid weighted typeface as not to distract from main focus of the models. However the use of capitals allows attention to be drawn the information/message within the advert. Initially figure 2 creates the impression that women need to look like models in order to have the perfect body and be accepted due to the lack of diversity within advert further adding to the stereotype that creates women need to be toned, tall and white to be accepted as discussed by Gauntlett (2008). This is further supported by the analyse of 10 years of fashion magazines that found ‘African Americans were underrepresented in White magazines’ as discussed by Plous (1997) indicating that racial and gender bias are increasing. However figure 2 could be seen as an effective advert as it creates the desire to look like the models, to be a Victoria Secret Angle. However the contrast between the seemingly un-diverse selection of models and the use of ‘perfect fit, perfect comfort’ gives the impression that they cater to all women of different sizes and not just those like the models creating an interesting juxtaposition. Additionally the main issue with figure 2 is not the use of slim, seemingly perfect women as most women are happy with the way they look Walters (1998) but the failure to represent racial diversity within the advert as the majority of the models are white further adding to the stereotype that women have to look a certain way to be accepted as supported by Plous (1997) suggestion that racial biases are increasing.  In comparison with figure 1 the main focus of figure 2 isn't necessarily the women within the advert creating a less shocking message meaning many women are not s offended by figure 2 than figure 1. 

Figure 3 (Hugo Boss) uses black and white to heighten the masculinity within the advert as it highlights the toned features within the model which men are likely to respond to as discussed by Sheekan, K. (2004). The placement of the logotype in the centre represents the brand and becomes a secondary focus despite its placement due to the striking image of the models which is created through the use of black and white within the image and advert as whole. Additionally the use of a serif typeface within the  logo creates a classic and sophisticated impression on the audience highlighting the underlying message of the advert which is selling an ideal to be like the model and not necessarily just the product. Consequently showing the pressure on men to look a certain way as they buy into the ideal sold within the advert. In comparison figure 3 puts men under the same pressure both figure 1 and 2 put on women to be tall and slim in order to be accepted and also creates the desire to look like the model in a similar way to figure 1. In additional it could be said that this impact is greater on men than women as discussed by Walters (2008) only 4% of men think they're attractive unlike the 80% of women who are happy with their appearance. Consequently the stereotypes place on men seem to have a greater impact than those placed on women as men are not supposed to be effected by stereotypes in the same way as women as supported by Grogan (2016) who discusses the implications of  masculinity on men and how it effects how they display emotion. This could be the reason men are more greatly effect as they are not supposed to show emotion due to masculine ideals portrayed by the media. However it could be argued that the use of a strong male within the advert is the best stimulus to attract men to purchase Hugo Boss as men only tend to respond to masculinity in adverts sole aimed at them as discussed by Sheekan, K. (2004) as they are denied feminine objects at a young age. Therefor may be less responsive if another approach was use.

Overall it could be argued that both men and women respond differently to adverts based on the stereotypes used and the industry in question. However the impact appears to be becoming greater on men rather than women as more and more women are beginning to accept the way they look Walters (2008).   

Figure 1

Figure 2

   

Figure 3

Bibliography 

Gauntlett, D. (2008). Media, gender, and identity. London: Routledge, pp.83-88.

Sheehan, K. (2004). Controversies in contemporary advertising. Thousand Oaks: Sage Publications, pp.89-94.

Walter, N. (1999). The new feminism. London: Virago, p.p101-105.

Grogan, S. (2016). Body Image: Understanding Body Dissatisfaction in Men, Women and Children. Routledge; 3 edition, p5 preface 

Pleck, J. Sonenstein, F. and Ku, L (1993). Masculinity Ideology: Its Impact on Adolescent Males’ Heterosexual Relationships. 1993 The Society for the Psychological Study of Social Issues, pp 14-15. 

Plous, S. (1997). Racial and Gender Biases in Magazine Advertising: A Content-Analytic Study, abstract.

Figure 1:

Protein World (2017). Are You Beach Body Ready. [image] Available at: http://www.dailymail.co.uk/femail/article-3062882/Yes-beach-body-ready-New-poster-featuring-curvy-bikini-clad-women-spoofs-controversial-Protein-World-ad.html [Accessed 10 Jan. 2017].

Figure 2:

Victoria Secret (2017). The Perfect Body ad. [image] Available at: http://www.huffingtonpost.com/2014/11/06/victorias-secret-perfect-body-campaign_n_6115728.html [Accessed 10 Feb. 2017].

Figure 3:

Hugo Boss (2017). Bodywear ad. [image] Available at: http://nyc-fashion.com/hugo-boss-black-bodywear-ad-campaign/ [Accessed 10 Feb. 2017].

Triangulation and Referencing Final Essay

Throughout this essay I plan to discuss stereotypes within advertising and the effect these stereotypes have on both men and women and to what extent. 

Sheehan, K. (2004) discusses in the Controversies in Contemporary Advertising how men and women react very differently to advertising. This is due to the way men think as they think linearly and respond to the primary message whereas women see multiple clues within a message to build up further meaning based on music, tone of voice and text used within advertising. Consequently men and women’s adverts often feature very different stimulus however women also respond to masculinity in adverts aimed towards them however men don’t respond to femininity in the same way. However despite this many adverts feature gender stereotypes are based on old fashioned beliefs that women should be home keepers despite societies developments meaning that around 50% of the workforce are women. This can be linked to the to Bartsch et al (2000) study conducted in 1998 which looked at 750 tv adverts which indicated women where twice as more likely to appear in adverts featuring domestic goods than men. This is all based on the way men and women are portrayed in advertising as the current representation of men and women don’t necessary accurately represent societal developments as according to Sheehan ‘society still clings to some of the values of the 1950s’ (Sheehan, K. 2004, 91) which is where many of the common stereotypes of men and women stem from. 

Sexist stereotypes as discussed by Gauntlett (2008) in Media, Gender and Identity indicates that stereotypes are still prevalent in advertising today. This is not always the case as advertisers have realised some stereotypes can offend their target audience so have attempted to address the use of stereotypes within their adverts. Although this is a positive development it is not necessarily a reflection of advertisers taking note of social issues but more trying to attract the most consumers to their product in a way that doesn’t not damage their brand image. Throughout many adverts aimed at both men and women it can be said that the ideal representation of women is that women must be slim and beautiful and men having to be muscular in order to be accepted. This can be seen specifically in the beauty industry which teaches women at a young age that they need to rely on makeup and skincare to be beautiful. Consequently this is further highlighted by the increase in plastic surgery so women can become a media ideal as discussed by Gauntlett (2008). This further reinforced by Grogan (2016) who states ‘over twenty-million cosmetic procedures were performed worldwide in 2014, 87% on women’. In addition this pressure can also be said for the ‘ideal’ man as according to Grogan (2016) ‘6 per cent of US adolescent boys use steroids to bulk up muscle mass’ due to the ideals portrayed by media for men.

Walters (1998) discusses the stereotypes surrounding the ‘ideal’ woman and the pressure that comes with it. This pressure is not isolated to women as many men feel the pressure arguable more than women, to live up to the ideals the media sets out for them. This can be seen in the study published in Mens Health in July 1996 stating that only 4% of men thought they where physically attractive and 13% would consider cosmetic surgery as discussed by Walter (1998). Consequently indicating men may feel more pressure to live up to stereotypes than women as another study discussed by Walter (1998) found that 80% of women where happy when they looked in the mirror which when compared with the statistic that only 4% of men believe they are attractive seems to indicate men are more heavily affected by physical stereotypes than women. This may stem from stereotypes surrounding masculinity as according to Pleck, Sonenstein, and Ku (1993) ‘society's definition of masculinity may entail a variety of characteristics… such as, according to some analyses, sexual aggression, low self-disclosure, and need for dominance’. Therefor showing men may be more greatly effected my physical stereotypes as they are less likely show or talk about their emotions due to the characteristic associated with masculinity such as low self-discloser as discussed by Pleck, Sonenstein, and Ku (1993). In addition the effects of stereotypes on men is not limited by age as a survey conducted of girls aged 12-14 discussed by Walter (1998) found that younger boys felt more pressure and anxiety in relation to fashion when compared to young girls.

It can be said that both men and women react differently to advertising due to the way they think as discussed by Sheehan, K. (2004) as both women and men react to femininity within adverts potentially resulting in the widespread use of young attractive women in adverts targeted toward both men and women. However it can be said that men don’t react as well to femininity within adverts solely aimed towards them Sheehan (2004) as they are denied feminine objects at a young age as discussed by Walter (1998 p101-105). Consequently the use of young attractive females across advertising could be the reason for the increase in plastic surgery among women as discussed by Gauntlet (2008) as women feel the pressure to live up to an ideal stereotype portrayed by the media through advertising. In contrast however Walter (1998) discusses the effect of the medias portrayal of the ideal man which seems to have a greater impact on men with only 4% of men believing they are attractive whereas 80% of women are happy when they look in the mirror indicating that men are more heavily effected by stereotypes within advertising than indicated by Gauntlet (2008). Consequently indicating that the pressure to live up to ideals is no longer isolated to women as men feel the same pressure if not more so as they are supposed to be in-effected by such stereotypes due to the stereotypes of men portrayed in the media as supported by Grogan (2016) and Pleck, Sonenstein, and Ku (1993). 

In conclusion, in relation to the effect of stereotypes on men and women today its hard to draw a definitive conclusion from these sources as they discuss information from different time periods. Despite this it can be said that stereotypes within advertising effect both men and women with men arguably being more greatly effect.  Despite the supporting evidence being potential out of date the points discussed and research conducted have taken place within the last 20 years and are still relevant as points discussed by Walter (1998) link to those discussed by Sheehan (2004). 

Bibliography:

Gauntlett, D. (2008). Media, gender, and identity. London: Routledge, pp.83-88.

Sheehan, K. (2004). Controversies in contemporary advertising. Thousand Oaks: Sage Publications, pp.89-94.

Walter, N. (1999). The new feminism. London: Virago, p.p101-105.

Grogan, S. (2016). Body Image: Understanding Body Dissatisfaction in Men, Women and Children. Routledge; 3 edition, p5 preface 

Pleck, J. Sonenstein, F. and Ku, L (1993). Masculinity Ideology: Its Impact on Adolescent Males’ Heterosexual Relationships. 1993 The Society for the Psychological Study of Social Issues, pp 14-15. 

Presentation and Reflection

In order to respond to studio brief 3 I've created a presentation looking at what I've researched and achieved within CoP1 and what I plan to focus on within CoP 2. 
Presentation Link:
https://issuu.com/neveball/docs/criticle_reflection

Reflective Practice

An illustrative zine exploring common stereotypes in relation to both men and women as part of a gender equality awareness campaign targeted towards students within Leeds. The zine will focus on common stereotypes associated with both men and women featured within advertising and society as a whole. Inspiration has been taken from similar campaigns such as This Girl Can and Like a Girl by looking at how they engage their audience and target a range of ages in order to create a successful campaign. The most important issue surrounding the zine is making sure it relates to both men and women as each are effected by stereotypes in the same way as discussed by Walters (1998) who analyses the effect of the medias portrayal of ‘ideals’ on men and women. In addition another important aspect when creating the zine is modernising these stereotypes so men and women realise they don't have to live up to common stereotypes as ‘society still clings to some of the values of the 1950s’ (Sheehan, K. 2004, 91). Furthermore the modern aesthetic and satirical tone of the illustrations will appeal to a younger student audience, whilst being distributed within student unions for free will allow the zine to be readily available and easily accessible to students allowing for maximum impact. The illustrations will aim to highlight the unrealistic and out-of-date nature of most stereotypes in order to take a light hearted approach to the issue in order to resonate with as many students as possible. The additional inclusion of stickers within the zine further engages the audience as they are able to put their own opinion regarding stereotypes into society by placing them onto certain adverts or poster featuring certain stereotypes. 

‘Society still clings to some of the values of the 1950s’ (Sheehan, K. 2004, 91) has inspired the production of the zine as it aims to reverse common stereotypes based on the developments within society since the 1950s as over 50% of the workforce today are women as discussed by Sheehan (2004). Despite this progression many adverts still portray women as home keepers and men as breadwinners as supported by a the Bartsch et al. (2000) study conducted in 1998 which looked at 750 tv adverts which indicated women where twice as more likely to appear in adverts featuring domestic goods than men. Furthermore this research highlights the irrelevance of many stereotypes that society buys into as they have not evolved as society has in relation to the roles men and women play. This lack of evolution within the medias portrayal of ideals has been seen to heavily impact how both men and women see themselves which is supported by Walters (1998) who discusses a study published in Mens Health which states only 4% of men thought they where physically attractive, which paired with the statistic discussed by Grogan (2016) that ‘over twenty-million cosmetic procedures were performed worldwide in 2014, 87% on women’ highlights the extent of the effect the media has on both men and women. This has formed the basis of the zine as by showing how common stereotypes apply to modern life based on the roles men and women play in society today the zine highlights the unrealistic nature of those stereotypes and expectations.

In relation to previous research and analysis of stereotypes, Protein Worlds advert as seen in figure 1 highlights the pressure the media puts on many young women. This pressure is addressed within the zine which references certain physical expectations as seen in figure 2 such as being tall and slim  like the model portrayed in Protein Worlds advert in a satirical manner to demonstrate that you don't need to look a certain way to be accepted. This is implied within figure 1 due to the slogan ‘are you beach body ready’ and the implications created when paired with the model. Consequently such stereotypes have formed the basis for the illustrations within the zine by visually representing certain stereotypes through the use of opposites. Furthermore figure 1 has influenced the use of colour as the striking use of yellow within figure one reinforces the abrasive nature of the advert showing the importance of colour. This has influenced the reversal of pink and blue in figure 2 to represent opposite genders to further highlight stereotypes as the generic colours associated with gender have no scientific backing and have been developed by society. 

Overall the zine successfully targets students in Leeds due to the distribution method as suggested during feedback in order to make the zine easily accessible. In addition the modern aesthetic and satirical tone within the illustrations appeals to a younger audience as it approaches a serious topic such as gender equality and breaking stereotypes in a light hearted way. Furthermore the inclusion of the stickers as suggested during feedback, creates a stronger presence of the campaign within Leeds as the students lead the campaign and decide where it is seen. This is based on there beliefs regarding stereotypes within advertising around Leeds as they decide where they put the stickers. Additionally the zine itself works successfully as it places stereotypes based on beliefs from the 1950s as discussed by Sheehan (2004) into modern society showing how ideals portrayed in the media today don’t accuratly represent society and the roles men and women have developed. This is further highlighted by the simple use of illustrations and limited use of text as visualising the stereotypes creates a more powerful and understandable message. This is possible due to the use of opposites within the illustrations which successfully highlight the out-of-date assumptions made by society and portrayed by the media.  

To conclude the zine works successfully to engage students and relates to both men and women which where the two main problems outlined at the beginning due to the use tone  and style of illustrations used within the zine. In addition the successes of the zine is largely due to feedback gained during production and the inspiration gained from existing campaigns such as This Girl Can and Like A Girl. 

Figure 1

Figure 2

Triangulation and Referencing and Image Analysis Feedback

In relation to both my triangulation and image analysis  essay in figures 1 and 2 I've received feedback on how to develop. Consequently additional proof reading is needed in order to correct minor spelling and grammatical errors. Furthermore additional references are needed in order to support and develop triangulation and image analysis essays further. However this is a good use of structure and triangulation within the first essay it just needs further refinement and development which will come with the inclusion of more references. In relation to the second essay additional references will help develop the analysis to avoid a repetitive tone which currently features within the essay.  

Figure 1

Figure 2

Initial Image Analysis Essay

Throughout this essay I will analyse and discuss different adverts and there use of stereotypes in relation to research I’ve already conducted. I will also discuss the effects of the use of these stereotypes on men and women.

Figure 1 (Protein World) features yellow as the main colour for stimulates mental and physical energy as it’s a warming colour that creates a positive and warming impact on the audience. The contrasting use of grey within image and typography creates further contrast allowing for the advert to attract more attention and seem more drastic. The placement of image and typography draws attention into middle of advert allowing both pieces to be view equally and neither to draw attention from the other as they are viewed together, allowing for a larger impact to be made as both are equally striking causing a more powerful impact on the audience. The us of a bold sans serif typeface along with the striking image of the model draws attention to message causing a more striking impression on the audience causing them to question themselves. The bold nature of this advert compliments its controversial message as it appears to imply women have to look like the model to be beach body ready adding to the stereotype that women must be beautiful and slim to be accepted by society as discussed by Gauntlett (2008). However despite this implication and the controversial nature of the advert it could be seen as effective within the health and fitness industry s its creating the desire to look like the model in the advert meaning more women are likely to purchase products from Protein World in order to be accepted. However the health and fitness industry is focused on improving peoples health and well being which could be adversely effect due to the extremes some women may go too to look like the model due to the pressure this advert and other put on women today. However it could be argued that women may not be as greatly effect by figure 1 as first thought as discussed by Walters (1998) as many women are happy with there bodies as a study discussed by Walters (1998) sates that 80% of women are happy when they look in the mirror. Despite this argument figure 1 further adds to the stereotypes that women need to look a certain way in order to be accept, as highlighted by the use of the phrase ‘are you beach body ready’ highlights this as it implies women have to look like the model to be able to wear a bikini.Furthermore figure one also complies to the stereotype that women are objects to be admired adding to the sexualisation and objectification of women that stems from the 1940s when women where seen as homemakers who obeyed men as discussed by Gauntlett (2008). Contrastingly figure 1 could be seen to empower and inspire some women to become healthier and fitter as they look at the model and think they would like to look like her as more women are comfortable with the way they look  as discussed by Walters (1998) and may not be offended by the implications of figure 1. 

Figure 2 (Victoria Secret) uses neutral colours throughout the advert and within typography to draw attention to the models as this is what draws the audience in and allows the advert to stand out. This is aided by the simple use of  a sans serif mid weighted typeface as not to  distract from main focus of the models. However use of caps allows attention to be drawn the information/message within the advert. Initially figure 2 creates the impression that women need to look like models in order to have the perfect body and be accepted due to the lack of diversity within advert  further adding to the stereotype that creates women need to be toned, tall and white to be accepted as discussed by Gauntlett (2008). However figure 2 could be seen as an effective advert as it creates the desire to look like the models, to be a Victoria Secret Angle. However the contrast between the seemingly un-diverse selection of models and the use of ‘perfect fit, perfect comfort’ gives the impression that they cater to all women of different sizes and not just those like the models creating an interesting juxtaposition. Additionally the main issue with figure 2 is not the use of slim, seemingly perfect women as most women are happy with the way they look Walters (1998) but the failure to represent racial diversity within the advert as the majority go the models are white further adding to the stereotype that women have to look a certain way to be accepted.  In comparison with figure 1 the main focus of figure 2 isn't necessarily the physic of the women within the advert which creates a less shocking message meaning many women are not s offended by figure 2 than figure 1. 

Figure 3 (Hugo Boss) uses black and white to heighten the  masculinity within the advert as it highlights the toned features within the model which men are likely to respond to as discussed by Sheekan, K. (2004). The placement of the logotype in the centre represents the brand and becomes a secondary focus despite its placement due to the striking image of the models which is created through the use of black and white within the image and advert as whole. Additionally the use of a serif typeface within the  logo creates a classic and sophisticated impression on the audience highlighting the underlying message of the advert which is selling an ideal to be like the model and not necessarily just the product. Consequently showing the pressure on men to look a certain way as they buy into the ideal sold within the advert. In comparison figure 3 puts men under the same pressure both figure 1 and 2 put on women to be tall and slim in order to be accepted and also creates the desire to look like the model in a similar way to figure 1. additional it could be said that this impact id greater on men than women as discussed by Walters (2008) only 4% of men think they're attractive unlike the 80% of women who are happy with there appearance. Consequently the stereotypes place on men seem to have a greater impact than those placed on women as men are not supposed to be effected by stereotypes in the sae way as women. However it could be argued that the use of a strong male within the advert is the best stimulus to attract men to purchase Hugo Boss as men only tend to respond to masculinity in adverts sole aimed at them as discussed by Sheekan, K. (2004) as they are denied feminine objects at a young age. Therefor may be less responsive if another approach was use.

Overall it could be argued that both men and women respond differently to adverts based on the stereotypes used and the industry in question. However the impact appears to be becoming greater on men rather than women as more and more women are beginning to accept the way they look Walters (2008).  

   

Figure 1

Figure 2

Figure 3

Initial Triangulation and Referencing essay

Throughout this essay I plan to discuss stereotypes within advertising and the effect these stereotypes have on both men and women and to what extent. 

Sheekan, K. (2004) discusses in the Controversies in Contemporary Advertising, how men and women react very differently to advertising due to the way they think as men think linearly and respond to the primary message whereas women see multiple clues within a message to build up further meaning based on music, tone of voice and text used within advertising. Consequently men and women’s adverts often feature very different stimulus usually based on the stereotypes of men and women however women also respond to masculinity in adverts aimed towards them however men don’t respond to femininity in the same way. However despite this many adverts feature gender stereotypes based on old fashioned believes that women should be home keepers despite societies developments meaning that around 50% of the workforce are women. This can be linked to the to Bartsch et al (2000) study conducted in 1998 which looked at 750 tv adverts which indicated women where twice as more tinkly to appear in adverts featuring domestic goods than men. According to Sheekan this is all based on the way men and women are portrayed in advertising as the current representation of men and women doest necessary accurately represent societal developments since the 1940’s which is where many of the common stereotypes of men and women stem from. 

Sexist stereotypes as discussed by Gauntlett (2008) in Media, Gender and Identity indicated that stereotypes are still prevalent in advertising today, however this is not always the case as advertisers have realised some stereotypes can offend their target audience by using stereotypes so have attempted to address the use of stereotypes within their adverts. However this isn't necessarily a reflection of advertisers taking note of social issues but more trying to attract the most consumers to their product and not damage a brand image. Throughout many adverts aimed at both men and women it can be said that the ideal representation of women is that women must be slim and beautiful in order to be accepted. This can be seen specifically in the beauty industry which teaches women at a young age that they need to rely on makeup and skincare to be beautiful in order to be accepted. Consequently this is further highlighted by the increase in plastic surgery so women can become a mediated ideal as discussed by Gauntlett (2008). In recent years it’s no longer accepted to just be beautiful women now have to be toned and heathy in order to be desirable, however this can also be said for the ‘ideal’ man as well but arguably not to as greater extent.

Walters (1998) discusses the stereotypes surrounding the ‘ideal’ woman and the pressure that comes with it is not isolated to women as many men feel the pressure arguable more than women, to live up to the own ideals the media sets out for them. This can be seen in the study published in Mens Health in July 1996 stating that only 4% of men thought they where physically attractive and 13% would consider cosmetic surgery. Consequently indicating men may feel more pressure to live up to stereotypes than women as another study discussed by Walter (1998) found that 80% of women where happy when they looked in the mirror which when compared with the statistic that only 4% of men believe they are attractive seems to indicate men are more effect by physical stereotypes than women. As a result showing the wide spread nature of physical culture and how it effects both men and women of all ages as the pressure set out by the media is not limited to older men and women as a survey conducted of girls aged 12-14 discussed by Walter (1998) found that younger boys felt more pressure and anxiety in relation to fashion when compared to young girls, as boys felt the need to have the right football strip, the right trainers causing significant pressure and anxiety.

It can be said that both men and women react differently to advertising due to the way they think as discussed by Sheekan, K. (2004) as both women and men react to femininity within adverts potentially resulting in the widespread use of young attractive women in adverts targeted toward both men and women. However it can be said that men don’t react as well to femininity within adverts solely aimed towards them Sheeekan (2004) as they are denied feminim object at a young age as discussed by Walter (1998 p101-105). Consequently the use of young attractive females across advertising could be the reason for the increase in plastic surgery among women as discussed by Gauntlet (2008) as women feel the pressure to live up to an ideal stereotype portrayed by the media through advertising. In contrast however Walter (1998) discusses the effect of the medias portrayal of the ideal man which seems to have a greater impact on men with only 4% of men believing they are attractive whereas 80% of women are happy when they look in the mirror indicating that men are more heavily effected by stereotypes within advertising than indicated by Gauntlet (2008). Consequently indicating that the pressure to live up to ideals is no longer isolated to women as men feel the same pressure if not more so as they are supposed to be in-effected by such stereotypes due to the stereotypes of men portrayed in the media.

In conclusion, in relation to the effect of stereotypes on men and women today its hard to draw a definitive conclusion from these sources as they discuss information from different time periods. Despite this it can be said that stereotypes within advertising effect both men and women with men arguably being more greatly effect as despite supporting evidence being potential out of date thee pints discussed and research conducted have been with the last 20 years which is relatively modern as points discussed by Walter (1998( link to those discussed by Sheekan (2004) indicating the information is still relevant as it related. 

Study Task 1: Triangulation and Harvard Referencing

Research sources:

Whilst researching different topics that fall under my quote I have found it very difficult to find information on the expectations for men in society as most articles and research are heavily focused on women and equality between men and women. This may be due to the stereotype that men are supposedly not greatly effected by expectations set out by the media and male figures featured in the media. I also need to do further research to fine more sources about consumer societies and how they are effected by media. In addition I have also found it difficult to find information on what people find socially desirable and what different people perceive as attractive. I would also be interested in finding out if theres certain characteristics in both men and women and are collectively found attractive such as good physical health and why that is. 

LCA Library

1: Action Chick- Sherrie A. inneess
- not relevant no helpful information

2: Consumer Society: myths and structures- jean Baudrillard:

- Helpful but quite technical/hard to understand in some places. 

3: Representing women Myra MacDonald:

- not relevant.

Google Books (preview)

1:Ethnic Minorities & The Media: Changing Cultural Boundaries

By Cottle, Simon 
(might be out of date/ not relevant information)

2:Advertising and Societies: Global Issues - Page 93

3:Putting On Appearances: Gender and Advertising 
(potentially out of date and not relevant to modern society) 

Google Scholar

1:Gender Stereotyping and Under-representation of Female Characters in 200 Popular Children’s Picture Books: A Twenty-first Century Update 
- should be helpful however from 2006.

2: GENDER, RACE, AND MEDIA REPRESENTATION 

3: Does it pay to break male gender stereotypes in advertising? A comparison of advertisement effectiveness between the United Kingdom, Poland and South Africa 
(very scientific, small article didn't fully explain experiment)

Websites

1: http://socialpsychonline.com/2015/08/culture-gender-stereotyping-advertising/ (potentialy unreliable doesn't seem to be back up by hard fact/ could be opinion)

2: http://www.criticalmediaproject.org/cml/topicbackground/lgbt/ 

3: http://www.huffingtonpost.com/jessica-lovejoy/body-image-issues-are-not-just-for-women_b_5034285.html 

JStor

1: 8 Gender

pp. 114-127

From the Book

How the World Changed Social Media 

2:The Effect of Social Relationships on Psychological Well-Being: Are Men and Women Really So Different?

Debra Umberson, Meichu D. Chen, James S. House, Kristine Hopkins and Ellen Slaten

American Sociological Review

Vol. 61, No. 5 (Oct., 1996), pp. 837-857

3:Men's and Women's Consciousness of Gender Inequality: Austria, West Germany, Great Britain, and the United States

Nancy J. Davis and Robert V. Robinson

American Sociological Review

Vol. 56, No. 1 (Feb., 1991), pp. 72-84

Study Task 8

Final Outcome: Figure 1-4

After receiving feedback I’ve decided to produce a zine for my final outcome featuring illustrations addressing different stereotypes that are common within adverting today relating to both men and women as although companies are becoming more aware of stereotypes as discussed by Gauntlett (2008) in Media, Gender and Identity they are still very common as seen in adverts by companies such as Protein World and Calvin Klien. In relation to the issues stated in my original brief I’ve managed to engage students within Leeds through the satirical tone within the illustrations, as well as keeping the aesthetic of the zine simple and modern through the use of digital illustrations allowing the campaign to attract a youthful audience. Throughout the zine colour is used to additionally highlight stereotypes by using blue for female and pink for male as both men and women are equally effected by the ideals portrayed in advertising. Even though evidence discussed by Walter (2008) which suggested that men are increasing more effected by stereotypes  in advertising I wanted to target both men and women as I feel stereotypes for both need to be addressed equally as they cause similar issues for both men and women. Furthermore I feel this neutral approach to the campaign allows the zine to attract both men and women as each gender reacts to femininity and masculinity within advertising differently as discussed by Sheekan, K. (2004) in the Controversies in Contemporary Advertising. Overall I feel the zine effectively targets and engages students within Leeds as it will be distributed for free within student unions with the inclusion of stickers which students can place over certain stereotypes within advertising that effect them. However if I had more time I would produce working stickers to more effectively represent my idea. In relation to the layout of the zine the use of full page spreads for each illustration allows each stereotype to be conveyed clearly which is aided by the limited use of text thought the zine allowing students to come to their own conclusions about gender stereotypes within advertising which they can then express through the use of the stickers.

Figure 1

Figure 2

Figure 3

Figure 4

Study Task 7

Feedback
Zine: Figure 1

Figure 1

Upon receiving feedback many thought this was the strongest idea in comparison with the use of fly posters and stickers as it was seen as the most effective way to target and engage students within Leeds. The zine works well as the main focus for an awareness campaign as its something students are more likely to take notice of and keep due to the illustrative nature of the zine.  In relation to the placement of Ze on the cover many thought it was most successful in the top right corner. It was also suggested that some text could be added to the zine in order to show the zine was part of a campaign. Consequently I’ve experimented with the incorporation of text and found that featuring ‘say no to under stereotypes’ and ‘say yes to equality’ within the zine effectively represents the campaign whilst still remaining a mainly illustrative zine. I felt experimentation featuring gender awareness campaign could deter some students whereas featuring ‘Ze’ on its own would intrigue students to take a closer look as many people aren’t familiar with gender neutral pronouns. Within feedback many thought the distribution method of using student unions was a good way to reach students and the use of cheap materials produce would also achieve the objective of making the zine easily producible.

Stickers: Figure 2

Figure 2

In order to further develop my initial ideas I’ve received feedback which found that the stickers where an interesting approach to reaching students but may have limited effect as not all students would necessarily go out and use them despite how they may feel about specific stereotypes. However in relation to the stickers and illustrations themselves most people felt they worked successfully to covey the message even without the title as with the title they tended to look cramped and busy whereas those without looked more professional and clear. In relation to the use of colour I plan to stick with using blue and pink as this was many people thought this added to the satirical nature of the stickers and further highlighted the stereotypes themselves. Personally I feel the use of stickers is interesting however agree that they may fail to effectively engage students as the main focus of the campaign whereas a zine maybe more effective. However the stickers could be implemented within the zine in order to create a more powerful campaign as the zine would be the main output but stickers would re-enforce the campaign within the city as a whole instead on solely within student unions.

In relation to previous experimentations featuring fly posters I decided not to develop this idea further due to feedback that it was my weakest idea that left little room for development whereas the zine and stickers could be further developed to create an effective campaign.  

Study Task 6

Within this study task I've developed inital ideas and sketches in order which will be developed into different prototypes in order to best address the problems outlines in my rationale.

Initial Ideas and Sketches: Figure 1

Figure 1

In order to develop my initial ideas based on confronting stereotypes i’ve developed illustrations representing those stereotypes which could feature across my three initial ideas which include stickers, a zine and a how-to-guide. Throughout this process i’ve looked at confronting these stereotypes in a satirical manner in order to attract a younger/student audience as I feel this is the best way to engage my audience. Additionally I’ve looked at the colours I could use specifically pink and blue due to there associations with gender which has no scientific backing. Consequently this lead to the development of using pink for male stereotypes and blue for female stereotypes to represent that the impact on these stereotypes is universal and effects both men and women equally. Overall the illustrations have been kept quite simple in order to effectively demonstrate the stereotype which allows the satirical tone to be conveyed. Despite initial sketches experimenting with the use of typography as the main feature for some prototypes I decided an illustrative approach would better reflect the satirical tone I was trying to achieve. In relation to initial hand sketches shown in figures these helped visualise my ideas which I developed and experimented with digitally in order to gain a better reflection of how the illustrations would work within different prototypes. Consequently this lead to the illustrations being kept in the same colour across each prototype with the colour of the background only changing to represent gender as this allowed for continuous identity to be created.

Prototype 1: Figure 2

Figure 2

Gender equality awareness campaign in the form of an illustrative zine aimed at students within Leeds which would be distributed via student unions in the three main universities, Leeds university, Leeds Beckett University and Leeds College of Art. Within this prototype I’ve addressed how I can engage students through the satirical tone within the illustrations and the decision to distribute the zine within student unions for free allowing the zine to available to everyone. The title of the campaign ‘Ze’ which is a gender neutral pronoun supports the idea that both men and women are effected equal by stereotypes due to there unrealistic representations of people and gender within society and advertising. In addition ‘Ze’ will be the sole feature on the cover of the zine either placed in the top right corner or bottom right as it seem to create the greatest impact within these spaces during initial experimentations. The satirical tone within the illustrations takes a light hearted approach to tackling these stereotypes in order to show students within Leeds that they don’t have to conform to these ideals as the illustrations highlight the out-of-date opinions these stereotypes are based on. Throughout the zine there would be limited text to allow the illustrations to be the main focus however Helvetica would be used for the title on the front cover and any text inside in order to convey the message clearly and concisely without distracting from the illustrations. Overall I personally feel this is an effective way to engage students within Leeds as the zine would be easily producible using recycled paper and basic stable binding allowing it to be distributed at low cost and give to students for free.

Prototype 2: Figure 3

Figure 3

Illustrative stickers which could be placed over certain stereotypical advertisements around Leeds to highlight the unrealistic portrayals of men and women within advertising. Consequently these could be easily and cheaply produced and distributed within student unions for free. Therefor allowing students to have an impact on what they see within Leeds by drawing attention to certain stereotypes that particularly effect them. In relation to the design of the stickers I’ve experimented with the use of title on the bottom and without and plan to gain feedback on which is most successful. The illustrations have been kept simple so they can be easily understood with or without the title in order to easily convey the individual message when placed onto a specific advertisement. 

Prototype 3: Figure 4

Figure 4

Fly posters as part of a gender equality awareness campaign that could be place over stereotypical adverts or put around Leeds in student areas such as Student unions, by bars/clubs, in shopping areas to remind students that they don't have to live up to the ideals portrayed in the media. The posters would feature the same illustrations as the zine and could include the #Ze so students could look up the campaign and discuss certain stereotypes that effect them or others. The only potential issue with using the illustrations on fly posters is the use of pastel blue and pink may get lost in an urban environment when surrounded by quite vibrant gig/club night posters. Despite this issue the poster could also be produced quite cheaply using recycled paper and pasted across Leeds. This would allow weather damaged poster to be replaced easily to keep a solid identity within Leeds city centre. Another issue with using fly posters as the main aspect of the campaign is that they may fail to effectively engage students therefor not having a significant impact in a similar way that a zine or stickers would as they have nothing tangible to hold and take away. However overall I think fly poster would be an effective way to portray a campaign within a large city but may fail to specifically target students. 

Study Task 5

Across these three design boards I've conducted research in order to help develop initial ideas for studio brief 2 mainly looking at current campaigns aimed at addressing certain stereotypes.
Figure 1: Outlining contextual research

Figure 1

Existing Campaigns:
This Girl Can :
This campaign is based on getting women and girls to participate in sport and overcome the fear of judgement about how they look whilst being active. The campaign is funded by the National Lottery and backed by sports England in a bid to get more women and girls involved in sport. In addition the campaign takes a quite light hearted note to its adverts in a bid to combat the judgment many women feel through the use of rage lines such as ‘I jiggle, therefor I am’. Consequently the use of different tag lines on each poster allows the campaign to address different judgments women face across a range of ages. Therefor engaging a wide audience due to the simple use of typography and image within the adverts.

Like A Girl (Always) :
Like a Girl is a campaign by Always to change the perception of girls and the stereotype that there weak and cant participate in sport. This has been challenged by a powerful video ad featuring both men and women of all ages and asking them to perform certain task ‘like a girl’. There realisation at the end of the video about how insulting there preconceptions where to young girls allowed for the realisation that common stereotypes are false and that being a girl can be all kinds of things, your strong, your athletic, your smart etc.

Colour Theory:
In relation to colour theory blue can dated back to the ancient times when boy babies where lucky and therefor dressed in blue to ward off evil spirits. In addition in ancient China blue was seen as a rare and expensive colour and therefore more worthwhile to dress a son in blue whereas pink was readily available and inexpensive which was given to girls as boys where seen as more important as after marriage wife's would join there husbands family and look after his parents. Consequently giving light to why blue is for boys and pick is for girls. However within my research it also stated that there isn’t any real scientific evidence for such conclusions and it could be more closely related to societies stereotypes based on ancient myths than anything concrete.

Stereotypes:
In relation to my previous research both men and women are effected by unobtainable representation on mens and women in the media which a surprising number of men being more effected than first thought du to the stereotypes surrounding masculinity. Therefore I’ve researched further into specific stereotypes within advertising in order to be able address these unrealistic representations. Consequently I’ve discovered than many of the gender roles portrayed in advertising today are based on traditional family values that the man of the house is the provider and women must stay at home. This is despite the development in society in which just as many women go to work as men.
Common stereotypes surrounding women:
sex objects
domesticated
toned/perfect makeup
professional

Common stereotypes surrounding men;
the provider
extremely masculinity/strong
toned
no emotion

Zines: e.g. Nest
To further my research I’ve looked into existing zines aimed at students in particular Nest, which is run by students at Leeds College of Art. The small magazine is produced cheaply in house and is distributed for free across Leeds in order to make it easily accessible to students which is a key influence for my design. In relation to the design of Nest the simple layout which features single or multiple images per paged arranged in a spacious manner with minimal text is something I will take inspiration from when developing my awareness campaign as I want the visuals to solely portray the message.

Figure 2: Outlining target audience

Figure 2

Geographical:

‘of or relating to the natural features, population, industries, etc., of a region or regions.’

In relation to the geographical aspects of Leeds i’ve chosen to focus on the universities within Leeds as my campaign is aimed to students. Consequently I’ve looked at the student population within Leeds focusing mainly one the three main universities:

University of Leeds (fig 1):

- 33,221 students:

- 30,653 full time students 

- 2,568 part time students 

Of which: 

- 24,164 are undergraduates 

9,057 are postgraduates

From 151 countries 

Leeds Beckett University (fig 2):

We have students from 144 countries 

26,025 in 2014 (no recent figures on enrolment) 

Leeds College of Art (fig 3):

Students: 1,320 (2015/16)

Undergraduates : 1,290 (2015/16)

Postgraduates: 30 (2015/16)

Overall the large target population of students in Leeds means the campaign must be cheap to produce and will be distributed within student unions within these three main universities. This will allow for maximum impact upon my audience as its presented in heavily student populated areas for free.

Demographical:

‘relates to a particular structure or sector of a population’

In relation to my awareness campaign my chosen demographic is students in Leeds having focused on those at the University of Leeds, Leeds Beckett University and Leeds College if Art as these are the main three universities I discovered during my geographical research into Leeds. The large student population means the campaign can reach a wide range of people due to the mix of young and mature students and those from different countries who may have experienced the same stereotypes as young people within Leeds.

Psychographic:

‘the study and classification of people according to their attitudes, aspirations, and other psychological criteria such as life style, social class and personality’

Common stereotypes within advertising based on societies assumptions :

Men:

- can’t show emotion 

- have to be the provider 

- toned/six pack

- head of the house

Women:

- tall and slim

- domesticated

- must be clean shaven

- always look flawless

Figure 3:  Identifying and analysing relevant and related visual examples.

Figure 3

This Girl Can: Figure 1

This girl can campaign is an effective campaign due to the interchanging issues throughout the campaign itself. It manages to reference different  issues women face and common misconceptions about exercise in order to encourage more women to participate in sport. The use of different posters and tv ads each featuring either a different sport, issue or age allows the campaign to reach its maximum audience in order to create a greater impact. Women featured within the campaign are shown to break the very barriers and misconceptions addressed in the advert allowing women to see what there capable of and that they can do the same thing. Overall this is a very successful campaign due to the information and support provided on there supporting website which shows women how they can get involved in different sports in a similar way to those feature in the posters and tv ads. In relation to the design of the campaign the continuos use of the logo and interchanging slogan create an easily identifiably identity which when paired with the use of photography and film across the campaign create a powerful and effective impact on the audience.  

Like a Girl: Figure 2

The Like a Girl campaign by Always is a powerful approach to how people perceive women at different ages by asking both men and women of varying ages to do things ‘like a girl’. The main aspect of this campaign is there adverts which features participants being questioned about there perceptions of doing something like a girl. The use of young girls towards the end of the advert showing people what it like to be a girl is a powerful contrast against the previous delicate and demeaning actions displayed by those at the begging. The realisation by those involved that their initial interpretation of ‘like a girl’ was demeaning has a powerful impact on the audience causing those who see the advert to question their own assumptions of ‘like a girl’. Overall this campaign is very effective due to the use of normal people within the advert and the confrontations of beliefs within the advert. In relation to the design of this camping it closely related to the brand image of Always due to the strong use of blue within the adverts. Additionally the inclusion of the young girls featured at the end of the tv ad on posters creates more of an impact on the audience as it questions what it means to do something like a girl in order to inspire young girls to be more confident in there abilities. 

Protein World:

Protein Worlds ‘are you beach body ready’ (see figure 3) ad highlights the common stereotype that women have to be toned and slim in order to be accepted. This advert had a very negative reaction from the public due to the implication that women needed to look like the model to be ‘beach body read’. Consequently this caused a lot of negative feedback for Protein World which overshadowed there adverts which was aimed at getting people in shape for summer. In addition this lead to vandalism of the adverts as well as other companies such as Carling (see figure 4) highlighting the issues in the advert within their own advertisements. The use of yellow creates an eye catching advert and keeps in line with Protein Worlds brand image however the use of yellow also seems to highlight the offensive tone of the advert create a great and more shocking impact on the audience. In relation to the Carling advert this satirical approach to the advert highlights its ridiculous nature by showing that anyone can be beach body ready which is an approach I might develop within my own designs in order to confront different stereotypes.