ADVERTISING AND IMAGE
by Ann Jones
Introduction ·
Question ·
Background Info ·
Individual Roles ·
Group Process
Rubric ·
Conclusion ·
Teacher's Guide
Introduction ·
Question ·
Background Info ·
Individual Roles ·
Group Process
Rubric ·
Conclusion ·
Teacher's Guide
Introduction
What's the truth and who says so? What is real? What is illusion?
Advertisers try to convince us that their version of reality is the truth. How many of us have become paranoid when looking at the images of males and females in advertising when we don't measure up? Women are 'supposed' to be sleek, slender and slim. Men are 'supposed' to be muscular and trim. But - very few people naturally possess this desired physique.
Increasingly body image is becoming an issue among young people. Most media advertisements tend to build up unreaslistic images which young people aspire to. Steroid use by young men and eating disorders among both men and women are becoming particlularly dangerous.
Knowledge is power and this quest is designed to help you develop an awareness of how gender representation in ads can affect self esteem and to realise that the images we see are only versions of reality and not the truth.
The Question
The main question you will be asked to find an answer for is:
Should there be a law to make advertisers present a more realistic picture of men and women in ads?
You're going to explore the topic of advertising, illusion, image and self esteem. You will also consider to what extent gender representations in ads are a threat to individual's image and self-esteem.
Complex topics can be looked at from various perspectives and you will be required to formulate and support an argument from one of these. Each person on your team will be a member of a Task Force which will make recommendations to the government about a policy on fair advertising practices.
You will have to consider the key issues and as part of your role define 'your' perspective on the issue. Then you'll have to come back together to discuss and debate the issues with your Task Force. You will need to work towards a concensus to be able to write a policy on advertising.
You will be assessed on:
1. Your presentation of how different media represent gender in advertisments.
2. Your responses to the discussion questions.
3. The detailed point of view (supported by relevant evidence) that you present to the Task Force.
4. The extent to which you participate effectively in the Task Force discussions and your ability to work with the team to reach a concensus opinion.
5. Your own advertisment.
We want you to do a good job, so why not read the evaluation rubric for this WebQuest?
Before becoming an expert on one aspect of this topic, we'd better make sure that everyone on your WebQuest team knows the basics.
EXPLORE SOME REPRESENTATIONS OF GENDER IN VARIOUS MEDIA
Individuals [or pairs - link with someone in another group looking at the same medium] will need to explore one of the perspectives below. Before you decide on television, radio, internet or magazine ads, you need to consider the following:-if you choose radio ads , you need to have access to a radio/tape deck to tape some ads.
-if you choose tv, you need to have access to a vcr to tape a commercial.
-if you choose internet ads you will need internet access at home or have sufficient time available at school to complete the task.
-if you choose magazines, you need access to a variety of good magazines. (You may need to ask your group to contribute too.)
-if you choose newspapers make sure you have access to at least one weekend paper.
Your task:
Find two advertisements which promotes typical gender stereotypes (one male, one female) and two that challenge the stereotypes and present us with a more realistic image. Be prepared to share with the class your explanation of why you chose these ads and how they present real/unreal images.
EXPLORE THE LINKS BELOW TO EXTEND YOUR UNDERSTANDING OF:-the techniques that are used to manipulate the audience.
-the emotive appeals that are used.
Discuss the following questions with your group before completing the final task:
1. How do you feel when you see some of these images of men and women in advertising?
2. How could we make advertising less sexist?
3. What would you change about these images in advertising?
4. Do you think there is a lot of pressure on young men to be tough and aggressive? Is it peer pressure or a result of the images of the 'true man' portrayed in advertising?
5. Is there overwhelming pressure on both young women and men to have a body that corresponds to the image insisted on through advertising imagery?
6. What do the clips say to you?
7. Is there an attainable, perfect body image?
Complete one of the following tasks:
1. Write a detailed response to the questions in your journal.
OR
2. Create a mind map or concept map using a program like Smart Draw, Mindman or Inspiration to present your ideas on one or more of these questions.
OR
3. Negotiate an alternative with me.
SITES TO EXPLORE
The Perfect Body
Male ad from 1940 Search adflip for other gender images past and present
Am I fat ?
Photo Gallery
Advertising and Body image
Masculinity and Violence in Advertising
Women in Ads
Thinness Statistics
Images of women in Advertising
Happiness and Advertising: Who should you be?
Sexism in TV, Advertising and Movies
What do Advertisements Tell Us about Being a Man or Being a Woman?
Recognising Appeals and Claims
Advertising Images of Girls and Women
Culture and Body Image
Now that you have some overall background knowledge, it's time to return to the main question for this WebQuest. Questions this big and important are better answered when a few people are working on it at one time. Things work even better when a group of you decide to look at the question from different perspectives. This way team members can become experts on different aspects of the question and then come together to pool their learning. This is where team work pays off.
So are you ready to divide and conquer this question: Should there be a law which makes advertisers present more realistic gender images in advertising?
To answer this question you will be come a member of a Task Force which will make recommendations to the government about whether there is a need to develop a policy to restrict some advertising practices. A Task Force is a group of concerned and informed people. They are selected to consider all sides of an issue, consider their own view and that of the group, and recommend how the governemnt shoulddeal with the issue in question.
INSTRUCTIONS
1. Choose your role on the Task Force. [If there are only 4 people on your team, you will need to decide which of the roles should be left out. Be able to justify your choice.]
2. Review the relevant background materials and the links below.
3. Meet with the others in the other teams who share the same role as you. Work out how you will define your perspective on the issue.
4. Consider the key issues and be prepared to focus what you've learnt into one main opinion with substantial supporting detail.
5. Make notes to facilitate the group discussion. These will need to be handed for assessment.
You are concerned with the need for your business to increase its market share and to make a profit for your shareholders.
Use the links below to learn more about your role. Specifically, look for answers to the following questions:
1. How extensive is the image problem in young men and women?
2. What restricitions on advertising currently exist?
3. Are they effective?
4. What would be the benefits (if any) of a more restrictive policy?
5. What problems might it cause for businesses?
- Advertising Images of Girls and Women
- Company secretary
- Marketing Manager
- AFA code of Ethics
You are concerned with the effects of poor body image and self esteem on children, teenagers and adults. You are also aware of the huge social and economic costs to society.
Use the links below to learn more about your role. Specifically, look for answers to the following questions:
1. How widespread is the image problem in young men and women?
2. What is positive self esteem?
3. Why is it important for the well being of young people?
4. What illnesses are a direct result of 'poor' body image?
5. What mental conditions can be linked to 'poor' body image?
6. Does there need to be a more restrictive advertising policy?
7. Who should be responsible for ensuring that advertisers follow the new guidelines?
- Children and Advertising
- The Price of Happiness
- Social Worker
- Advertising Matters Legislation
- Boys to Men
- AFA - Code of Ethics
- Social Worker Aus
You are concerned with the need for magazines to be priced to sell. Without advertisers the cost of magazines would be so high that consumers would not buy them. You believe there are sufficient guidelines already in place and strongly oppose limiting the freedom of advertisers in this area.
Use the links below to learn more about your role. Specifically, look for answers to the following questions:
1. How extensive is the image problem in young men and women?
2. What restricitions on advertising currently exist?
3. Are they effective?
4. What would be the benefits (if any) of a more restrictive policy?
5. What problems might it cause for businesses?
- Newspaper Advertising
- Draft Legislation
- This is Me - Body Image
- Body Image and Self Esteem
- Australian Federation of Advertisers - Advertising to Children
- Marketing Co-ordinator
- Company secretary
- Marketing Co-ordinator
- Advertising Executive
- Advertising Manager
- AFA Code of Ethics
Your major concern is to balance the views so that an acceptable compromise policy can be developed. As an elected parliamentarian you are also aware of the need to pay attention to public opinion.
Use the links below to learn more about your role. Specifically, look for answers to the following questions:
1. How extensive is the image problem in young men and women?
2. What restricitions on advertising currently exist?
3. Are they effective?
4. What would be the benefits (if any) of a more restrictive policy?
5. What problems might it cause for businesses?
6. Who would be responsible for ensuring that advertisers follow the new guidelines?
7. Is advertising a concern of the voting public?
- Common Advertising Tactics
- Media Content and Legislation
- Draft Legislation
- Advertising Matters Legislation
- Advertising Images of Girls and Women
- Body Image and Self Esteem
- AFA - Code of Ethics
- Political Scientist
You believe that the gender images used in advertising promote unhealthy body images and contribute to eating disorders and other mental health problems. You strongly support limiting the freedom of advertisers to use unrealistic images.
Use the links below to learn more about your role. Specifically, look for answers to the following questions:
1. How widespread is the image problem in young men and women?
2. What is positive self esteem?
3. Why is it important for the well being of young people?
4. What illnesses are a direct result of 'poor' body image?
5. Does there need to be a more restrictive advertising policy?
6. Who should be responsible for ensuring that advertisers follow the new guidelines?
- Social Worker
- Eating disorders
- Draft Legislation
- Images of Overweight Taboo
- Australian Federation of Advertisers - Advertising to Children
- Women's Body Image
- AFAm Code of Ethics
Congratulations! Your team is now full of expertise. Each person on your team has become an expert on the topic of advertising. But guess what, gathering useful information isn't the same as truly understanding a topic. What experts in the field of learning suggest is that you now use that information in a new and challenging way. Then you'll really know about this topic.
So with the other members of your Task Force, you need to discuss and debate the key issues before developing your policy on advertising:
1. Read about Consensus Decision Making and Strategy for Analysing People's Opinions on the Topic(see below) to help you reach a concensus.
2. Use information, pictures, movies, facts, opinions, etc to convince your teammates that your viewpoint is important and should be part of your team's response.
3. See where you all agree and where differences arise. (Remember a Venn Diagram is a useful tool.)
4. Your Task Force team should then write out a policy recommendation that everyone on the team can live with.
5. Publish your recommendations on the school website.
6. Send a copy of your recommendations to a Member of Parliament.
7. Complete a detailed Group Evaluation outlining the contributions made by each member of your team/s. Support your opinion with examples.
8. Complete a self evaluation outling your own contributions.
Consensus Decision Making
Strategy for Analysing Opinions on a Topic
Venn Diagram Maker
Real World Feedback:
At the beginning of this activity, you were asked about image and reality and the effects of advertising on self esteem. Did you discover the answer? Was there only one?
There's a lot to discover about gender images, stereotyping, the media and illusion. Very few people naturally possess the physique presented as diesirable. Our self esteem is tied up in how we look. We can't feel good about ourselves until we truly accept our body shape and learn to love who we really are. Most of us are ordinary people with bumps, bulges, fat and little muscle tone. This doesn't make us inadequate or worth less than anyone else.
Hopefully you are more aware of the ways advertisers manipulate gender images and can defuse it with the truth. One way we can promote self esteem is to value the differences of others. What have you done today to make this happen?
ADDITIONAL CHALLENGE:
Design an ad which parodies an exisiting ad OR create a 'reality' ad to demonstrate your understanding of the way advertisements manipulate our view of ourselves. Aim to make the audience more aware of the manipulation of advertising. These will be published on the school internet to allow feedback from parents and the community.
Useful resouces:
Creating Your Own Ad provides a more detailed outline of the task
http://website.education.wisc.edu/rla/ADSITE/linkpgs/task3.htm
Parody Ads http://adbusters.org/spoofads/fashion/
How To Create Your Own Print Ads
http://adbusters.org/spoofads/printad/
How to Read an Ad
Interactive. Can be downloaded as a slide show.
http://website.education.wisc.edu/rla/ADSITE/graphics/ReadAd/index.htm
Recognising Appeals and Claims
Interactive. Can be downloaded as a slide show.
http://website.education.wisc.edu/rla/ADSITE/graphics/CLAIMS/index.htm
Advertising Strategies
http://www.media-awareness.ca/eng/med/class/teamed2/adstrat2.htm
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created by Ann Jones email: ann.jones@education.tas.gov.au http://www.web-and-flow.com/members/ajones1/advertising/webquest.htm |