👥Race and Gender in Media Unit 8 – Race and Gender in Advertising

Key Concepts and Theories

• Intersectionality examines how various social identities (race, gender, class) interact and shape experiences of privilege and oppression
• Cultivation theory suggests repeated exposure to media messages influences perceptions of social reality over time
• Social learning theory posits individuals learn behaviors and attitudes through observation and imitation of media models
  • Vicarious reinforcement occurs when observed behaviors are rewarded or punished in media depictions
• Objectification theory argues media's sexual objectification of women leads to self-objectification and negative psychological outcomes
  • Internalization of observer perspective causes women to view themselves as objects to be evaluated based on appearance
• Symbolic annihilation refers to underrepresentation, trivialization, or absence of marginalized groups in media
• Racial formation theory views race as a socially constructed identity shaped by historical and political forces rather than biological reality
• Hegemonic masculinity describes idealized masculine gender role emphasizing dominance, aggression, and heterosexuality

Historical Context

• Early 20th century print ads often depicted racial and ethnic stereotypes (Aunt Jemima, Cream of Wheat chef)
• Post-WWII economic boom and rise of television advertising coincided with idealized portrayals of white nuclear families in ads
• Civil rights movement of 1960s led to increased but limited representation of African Americans in ads, frequently in subservient roles
• Women's movement of 1970s challenged sexist depictions of women as homemakers and sex objects in ads
  • National Organization for Women (NOW) launched media activism campaigns targeting sexist ads
• 1980s and 1990s saw greater diversity in ad representations but persistence of stereotypical portrayals
  • Benneton's controversial United Colors campaign featured diverse models to promote multicultural unity
• 21st century digital advertising relies heavily on user data, raising concerns about algorithmic bias and discriminatory ad targeting
• Ongoing lack of diversity in advertising industry contributes to misrepresentation of marginalized groups in ads

Representation in Ads

• Women are often portrayed in domestic roles (mothers, homemakers) or as sexualized objects in ads
  • Emphasis on youth, beauty, and thinness in depictions of women
• Men are frequently shown in positions of power and authority in business or professional settings in ads
• People of color are underrepresented in ads relative to population demographics
  • African Americans often depicted in stereotypical roles (athletes, entertainers) or as background characters
  • Latinx and Asian Americans frequently absent or portrayed through narrow stereotypes in ads
• LGBTQ+ individuals are rarely depicted in mainstream ads, and portrayals often rely on stereotypes when present
  • Lesbian and gay characters in ads are predominantly white and gender-conforming
• Disabled individuals are seldom represented in ads, and depictions emphasize disability rather than full personhood
• Intersectional identities (queer people of color, disabled women) are especially invisible in advertising representations
• Older adults are underrepresented in ads, and depictions often promote anti-aging products or stereotype elders

Stereotypes and Biases

• Gender stereotypes in ads associate women with domesticity, beauty, and passivity while linking men with power, athleticism, and action
• Racial stereotypes depict people of color as dangerous or less intelligent (African Americans) or as exotic and submissive (Asians)
  • Stereotypical imagery in ads (natural hair on Black models) can subtly reinforce racist associations
• Ads often depict LGBTQ+ individuals as flamboyant, hypersexual, or defined solely by sexual orientation
• Portrayals of lower socioeconomic classes in ads emphasize struggle and lack of sophistication
  • Depictions of poor and working-class people of color often rely on "welfare queen" or "thug" stereotypes
• Disabled individuals in ads are frequently shown as pitiful or inspirational based on disability alone
• Accent and language stereotypes in ads mock or exoticize non-native English speakers
• Ads depicting families overwhelmingly feature heterosexual, same-race couples with biologically related children

Impact on Society

• Underrepresentation in ads symbolically annihilates marginalized groups and implies they are not valued by society
• Stereotypical portrayals in ads reinforce and normalize prejudiced attitudes toward oppressed groups
  • Sexualized depictions of women in ads contribute to rape culture and sexual violence
  • Depictions of people of color as criminals in ads fuel racist policing and mass incarceration
• Lack of diverse representation in ads negatively impacts self-esteem and self-image of marginalized populations
  • Ideal body types in ads promote eating disorders and body dysmorphia, disproportionately impacting women
• Heteronormative and gender-normative depictions in ads erase LGBTQ+ identities and experiences
  • Absence of same-sex parents and queer families in ads stigmatizes non-traditional family structures
• Dominance of white and Eurocentric beauty standards in ads devalues and erases diverse racial phenotypes
• Portrayal of traditional gender roles in ads discourages men from active parenting and promotes unequal domestic labor
• Ads promoting consumerism as path to happiness particularly target economically disadvantaged populations

Case Studies and Examples

• Dove's "Real Beauty" campaign featured diverse, non-model women to challenge narrow beauty standards in ads
  • Critics argued campaign was hypocritical as Dove's parent company Unilever also owns Axe, known for sexist ads
• Pepsi's 2017 ad with Kendall Jenner co-opting imagery of Black Lives Matter protests was widely criticized for trivializing social justice movements
  • Ad pulled within 24 hours of release due to intense backlash on social media
• Old Navy faced praise for featuring interracial family in 2016 ad, but also received racist attacks on Twitter
  • Incident highlighted both progress in representation and persistence of racism in public reactions to ads
• 2014 Honey Maid ad celebrating diverse families, including gay dads and mixed-race couples, attracted homophobic and racist comments
  • Honey Maid created follow-up ad printing out hateful messages, shredding them, and reshaping them into word "Love"
• Burger King's 2009 "Texican Whopper" ad featured small wrestler in Mexican flag cape next to tall cowboy, playing on stereotypes of both cultures
• Victoria's Secret long resisted body diversity in ads, only featuring thin, predominantly white models as "Angels"
  • Company announced rebranding in 2021 after years of declining sales, replacing Angels with diverse ambassadors

Ethical Considerations

• Advertisers have a social responsibility to avoid perpetuating stereotypes and to represent diverse populations in ads
  • Ethical frameworks (utilitarianism, deontology) can guide evaluation of potential harms and benefits of ad content
• Ads targeting children raise ethical concerns due to kids' developmental vulnerability to persuasive messages
  • Child-targeted ads often promote unhealthy foods and gender-stereotypical toys
• Digitally altered images in ads distort reality and promote unattainable beauty standards
  • Labeling retouched photos in ads is not consistently required or enforced
• Objectification of women in ads commodifies female bodies and contributes to gender inequality
• Stereotypical depictions of marginalized groups in ads uphold white supremacist heteropatriarchy
  • Brands and ad agencies have an ethical duty to challenge rather than capitalize on oppressive social hierarchies
• Representation of diversity in ads must be authentic, not tokenistic or reliant on stereotypes
  • Consultation and collaboration with marginalized communities is essential to ethical diverse representation
• Advertisers must consider potential negative social impacts of ads, not just effectiveness in selling products

Future Trends and Challenges

• Increasing consumer demand for authentic, diverse, and inclusive representation in ads
  • Majority of younger consumers report ads with diverse representation are more persuasive
• Growing backlash against brands and ads perceived as inauthentic or exploitative in diversity efforts
  • "Woke washing" accusations target shallow attempts at social justice messaging not backed by brand actions
• Brands pledging to invest in anti-racist actions, including more diverse hiring in advertising industry
  • Accountability and sustained commitment beyond initial statements is an ongoing challenge
• Rapid pace of digital advertising makes monitoring and responding to unethical targeting and content more difficult
  • Need for proactive auditing of ad algorithms and commitment to ethical data practices
• Increased representation of non-binary and transgender individuals in ads, challenging rigid gender roles
  • Backlash from conservative groups against LGBTQ+ inclusion remains a concern for brands
• Emphasis on body positivity and health at every size in ad imagery, resisting unhealthy beauty ideals
• Portrayals of diverse family structures (single parents, multiracial families) gradually becoming more common in ads
• Brands and agencies will need to invest in long-term relationships with diverse communities, not just surface-level representation