WOMEN AND ADVERTISEMENT

Workteam: Professor:
HABIBI Sarah
IGUIOUCHBAR Malika BADRANE Noamane
ELOUARRAK Tabitha On the:
CHAKIR Sanaa 08.12.10
 PLAN
 Introduction

I- Advertisement
1.definition
2.key words
II- Forms of advertisements
1.the Digital advertisements
2.the Physical advertisements
III-women and TV ads
1.use of women in the TV ads
2.negative effects of TV ads on women

 conclusion
 I- INTRODUCTION

 Nowadays, advertising is omnipresent in our

lives, and has a really strong influence in our
decisions as consumers. The aim is no longer to
inform us of a new product and its use, it is more
to create a wish to possess a product. Moreover,
advertising has become a centre of attraction.
 II- ADVERTISEMENT

1.definition

 Advertising is a form of communication intended

to persuade an audience to purchase or take
some action upon products, ideas, or services. It
includes the name of a product or service and
how that product or service could benefit the
consumer, to persuade a target market to
purchase or to consume that particular brand.
 2.key concepts

 The marketing mix has been the key concept to

advertising. The last P stands for Promotion which
is the process of reaching the target market and
convincing them to go out and buy the product.

 Advertising research includes pre-testing and

post-testing of ads and/or campaigns. pre-testing
is done before an ad airs to see how well it will
perform and post-testing is done after an ad airs
to determine the in-market impact of the ad or
campaign on the consumer.
III- FORMS OF ADVERTISING

 AS WE SAID BEFORE ADVERTISING IS THE

PROCESS OF PERSUADING POTENTIAL
CUSTOMERS TO BUY PRODUCTS OR
PROMOTE ITS SERVICES. THE PROCESS OF
ADVERTISING INVOLVES A VARIETY OF
STRATEGIES AND MEDIA. ADVERTISEMENTS
MAY APPEAR IN MANY FORMS, INCLUDING
NEWSPAPER AND MAGAZINE ADS, RADIO
AND TELEVISION COMMERCIALS, DIRECT
MAIL CAMPAIGNS, AND VARIOUS OTHER
FORMS. WE CAN DIVIDE THEM INTO TWO
CATEGORIES : THE DIGITAL
ADVERTISEMENTS AND PHYSICAL ONES .
 1.THE DIGITAL ADVERTISEMENTS

a) Television Advertising

 TV commercials are a popular way to mass-

market messages to large audiences. Although
this medium has the ability to reach a high
number of potential buyers, it is also one of the
most costly forms of advertising. For example,
one 30-second TV commercial during the Super
Bowl cost about $3 million in 2009.
b) Radio Advertising
 Radio commercials are an effective way for businesses to
target a group of people based on location or similar
tastes. For example, a local night club seeking college
student clientele would probably consider advertising on a
local pop station. Likewise, a country and western bar
would choose a local country station.

c) Online Advertising
 Online advertising is a form of promotion that uses the
Internet and world wide web for the expressed purpose of
delivering marketing messages to attract customers.
 There are many forms of online advertising. Banner ads are
image ads displayed on web pages. Google AdWords is
another popular form of online advertising that matches an
ad to an Internet user's search inquiry.
 2.THE PHYSICAL ADVERTISEMENTS
A)Press advertising
 Press advertising describes advertising in a printed medium
such as a newspaper, magazine, or trade journal. This
encompasses everything from media with a very broad
readership base, such as a major national newspaper or
magazine, to more narrowly targeted media such as local
newspapers and trade journals on very specialized topics.

B)Billboard Advertising
 billboards are large structures located in public places
which display advertisements to passing motorists. Most
often, they are located on main roads with a large amount
of passing motor and pedestrian traffic; however, they can
be placed in any location with large amounts of viewers,
such as in shopping malls or office buildings, and in
stadiums.
g)In-Store Advertising
 In-store advertising is any advertisement placed in
a retail store. It includes placement of a product in
visible locations in a store, such as at eye level, at
the ends of aisles and near checkout counters, eye-
catching displays promoting a specific product.

h)Word of Mouth Advertising

 While some may argue that word of mouth is not
advertising because it's free, this form of promotion
is one of the most credible and priceless assets of
any business. Even if business owners can't buy
word of mouth advertising, they can encourage
their customers to tell their friends and family
about the great product or service they purchased.
3.WHICH TYPE OF ADVERTISING IS BEST?

 The best type of advertising depends on the

business or organization and its particular
needs. If a company needs mass-market
exposure and has the capital, television
advertising is probably a good fit. For a local
company on a budget, a customer referral
program to stimulate word of mouth might be
the best option. The best advertising campaigns
typically involve several forms of media to
effectively gain maximum exposure.
IV- WOMEN AND TV ADS
1.use of women in the TV ads
 The USA live in a sexually oriented society .Ever since
the sexual revolution of the 1960’s, sex has become
more accepted and sex or sexual images in the mass
media has become more widespread. Magazines,
television, and the internet display this quite well by
constantly portraying pencil thin models with
impossibly long legs, perfect complexions, enhanced
breasts, and incredibly thick tresses.
 These women are then illustrated in sexually
provocative poses for the purpose of selling
something as ordinary as shoes. They are also shown
scantily dressed and sprawled in positions of bondage
just to sell a product such as lipstick.
 There are many different stereotypes of women in
advertising. Throughout history there have been
many studies that proved women were mainly
portrayed on television advertisements as housewives
or occupations that are subservient to men.
 Studies also show the disproportional ratio of women
to men in TV advertisements. (next slide)

 Though this was an increase percentage wise from

previous decades, gender inequalities still are
rampant. This fact is proved a study conducted by
Professors Daniel J. Bretl and Joanne Cantor of the
University of Wisconsin (1995) which found that 90%
of voice-overs used in advertisements were male,
despite some of the products were aimed
predominantly to females. 
 This is how advertisers have become the single
largest contributor to the continuation of female
degradation and sexual bias in our society. The
way these women are portrayed and most of the
messages these advertisements illustrate are
both damaging to women and are affecting their
bodies, dieting, and sexuality. Through mass
media advertisers sell beauty; they create an
unattainable ideal woman, compelling other
women to attempt to transform themselves into
the model. Advertisers make it clear that their
products are capable of that transformation
 2.Effects of TV ads on women

 Advertising has many effects on society as a

whole. As a result of not being in as many
commercials, at very young ages boys and girls
conclude that girls are valued less than boys.

 The commercials that females are mostly in, are

ones that portray them as thin and beautiful
while some how also being subservient to men.
The negative effects of advertising on women
fall into a huge range of problems. The most
common effect would be the constant increase
of women’s struggles with dieting and eating
disorders.
 As, Wilson and Blackhurst point out:
“…fifty-six percent of all women are on diets (Pipher,
1995) …and eighty percent of girls have dieted by the
time they reach eighteen (Brown, 1993).”

 Unfortunately as girls were raised, they were always taught

to be submissive and dainty. It almost seemed like they are
told their opinions don’t matter and that they should just
sit there look pretty or be fragile like glass dolls.

 Many ads use this to their advantage. They make girls think
that the only thing they should do is work on their
appearance, because their opinions don’t matter. This
results in several girls falling into depression or developing
eating disorders. The inner struggles of keeping the pain in
cause some girls to want to commit suicide before wanting
to be fat.
CONCLUSION
 Advertisements are everywhere. They have
been there for a long time. Advertisers try to
display an image of the product in the
consumer's mind by describing it with artistic
and linguistic elements. But they also use
values to promote their products.
unfortunately women are a part of this, and
we hope the awareness of this issue will raise
by the future.
Thank you