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Women Sterotypes in Advertising
This is research done for a research project in my JOMC 50 class.

Introduction

Throughout history, advertisements have tried to place an image upon American women. Even today women in television commercials, for example arestereotyped. They are usually attractive, slender women. These images do not reflect the diversity of American women.

I am currently a senior advertising major, seeking a career in advertising. Through my research, I want to find information about the history of these stereotypes and in comparison how they have changed. I think this curiosity exists among many female college students, especially those majoring in advertising. Therefore, female college students in advertising are my intended audience.

Books and Non-print sources:

Cortese, Anthony Joseph Paul. Provocateur: images of women and minorities in advertising. Lanham, MD: Rowan and Littlefield Publisher, c1999. Davis HF5823.C5977 1999.

Kitch, Carolyn L. The girl on the magazine cover: the origins of visual stereotypes in Amercan media. Chapel Hill: University of North Caroina Press, c2001. Davis P94.5 W652 U655 2001.

Lazaurs, Margaret, producer and director; Jean Kilbourne, writer. Still Killing Us Softly [motion picture]: advertyising's image of women. Cambridge Documentary Films, 1987. UL Nonprint 65-J217.

E-indexes and databases:

Cichy, Rose M. (1999, October 15). Deadly Persuasion: Why Women and Girls Must Fight the Addictive Power of Advertising. Library Journal [Online], v124 i17, p.90. Available: Infotrac [2002, May 28].

(Spring 1999). College age women unaware of harm of advertising stereotypes. Media Report to Women [Online], v27 i2, p.1. Available: Infotrac [2002, May 28].

Foote, Jennifer. (1988, January 25). The ad world's new bimbos; after years of portraying women as half-wits and sex objects, it's turning those stereotypes on men. Newsweek [Online], v111 no 4, p.44. Available: Infotrac [2002, May 28].

Lauerman, Connie. (1999, January 13). Exhibit takes a look at how advertisers reflect and influence women. Knight-Ridder/Tribune News Service [Online], pk7365. Available: Infotrac [2002, May 28].

(1997, December). Messages reinforce sexual stereotypes. USA Today [Magazine], v126 no 2631, p.3. Available: Infotrac [2002, May 28].

Olson, Todd. (1996, March 8). Images of women: should we all be like Kate? (Supermodel Kate Moss). Scholastic Update [Online], v128 no 11, p.11. Available: Infotrac [2002, May 28].

Web pages:

Title of Web page: Gender Stereotypes
Web address: http://womensissues.about.com/cs/genderstereotypes/
Brief description: Gives information on a variety of topics concerning women, one of them being gender stereotypes. This page gives an index of resources and sites that address gender stereotypes and how to overcome them. It is a useful site to gain general knowledge of the stereotypes of women.
Source of Web site: unknown

Title of Web page: Advertising Images of Girls and Women
Web address: http://www.childrennow.org/media/medianow/mnfall1997.html
Brief description: This web page gives a series of articles which discuss different aspcts of media and their effects on children and advertising images.
Source of Web site: Children Now

Title of Web page: The Effects of Television on a Child's Development: Advertising
Web address: http://www.richmond.edu/~psych/tvadmain.html
Brief description: This web page discusses the effects of advertising as well as topics such as gender/ethnic stereotypes. The page is easy to follow because there are many subheadings.
Source of Web site: University of Richmond

Title of Web page: Television and the Perpetuation of Gender-Role Stereotypes
Web address: http://www.aap.org/advocacy/sign298.htm
Brief description: Gives news and publications concerning children's health. Specifically has page that addresses how television perpetuates gender-role stereotypes.
Source of Web site: American Academy of Pediatrics

Title of Web page: Girls, women & media project
Web address: http://www.mediaandwomen.org/
Brief description: Page explains their purpose to increase awareness of how women are portrayed in the media. Also provides ways to become media literate, consumers being responsible regarding the media.
Source of Web site: unknown

    

Internet Mini-Essay

Online Shopping: Convenience and Safety
(Topic Area: Net Trends and Trivia)

Online shopping is one of the growing trends of the Internet. Many of the Internet's users find it more convenient to shop from their homes or businesses. The number of online shoppers are expected to grow over the next five years, from 66 million people to 132 million, according to a study by Jupiter Media Matrix, 30 percent of new online shoppers by 2006 will be 50 years and older. (1) Yound people are not the only users who are Internet savvy, older people are beginning to use and become comfortable with the Internet. Alsom the income of the average Web shpper in 2001 was over $70,000. By 2006, the study says the household income wil drop to less than $65,000. (1)

In response to the older less affluent consumers, Internet merchants will have to modify their selling strategies and products sold. Jupiter Media Matrix predicted apparel, kitchen products, and prescription drugs will see an increase in sales. (1) Merchants will sell more of these products because women are the consumers, and they traditionally purchase kitchen items and clothing. Also, with the increase in older shppers, prescription drug sales are expected to increase. Merchants will have to adapt to be able to meet the need and demand of these products.

With the increasing trend of Internet shopping also follows a concern for the privacy and safety of Internet shoppers. Shoppers are often weary about giving out their credit card number, afraid it will be distributed to another party. According to McKinney, to be safe while shopping online, users should:

1. Be cautious about giving out personal information, such as one's mother's maiden name.
2. Make sure the vendor site is secure.
3. Use a secure browser.
4. Never give out one's password to anyone online.
5. Look for the company's physical location.
6. Check refund and return policies.
7. Make sure shipping chareges are clearly stated.
8. Keep records of one's online transactions.
9. Check one's monthly credit card statement.
10. Do no allow children to shop on the Internet without supervision.

Notes:
(1) Bartlett, Michael. (2002, March 4). Online Shopping Population Growing, Changing- Study.Newsbytes [Online], pNWSB02064008. Available: Infotrac [2002, May 29].

(2)McKinney, Robbie A. (1999, November 26). 10 tips for safe Internet shopping. Memphis Business Journal [Online], v21 i30, p.66. Available: Infotrac [2002, May 29].

Web sites:
Title of Web page: How to Protect Yourself: Shopping on the Internet
Web address: http://legal.firn.edu/consumer/tips/internet.html
Brief description: Gives safety tips to consumers about how to protect themselves while shopping on the Internet.
Source of Web site: The Florida Attorney General's Office

Title of Web page: safeshopping.org
Web address: http://safeshopping.org
Brief description: Provides safer, smarter ways to shop online, such as what one should know about the seller, or how to maintain one's privacy.
Source of Web stie: American Bar Association

Title of Web page: e-Shopping
Web address: http://www.consumer.gov.uk/consumer_web/e-shopping.htm
Brief description: Advises consumers how to enjoy the convenience of Internet shopping with simple tips along with solutions to problems that may arise while shopping.
Source of Web site: unknown

This page was last updated on June 17, 2002.
Email me at Kiersten Fox.
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