There are Six codes and
conventions of advertising that are commonly used to portray men and women:
1.
Superiority
and Domination: men are shown in dominant positions. Women are
physically
portrayed in subordinate poses.
2.
Dismemberment:
Parts of the body such as legs, chest, etc. are photographed, rather
than the
full body.
3.
Clowning
and Exaggeration: Women are shown in positions that make them look
contorted or
foolish while men appear in positions reflective of thought an intelligence.
4.
Male
approval: Males desire and women and desired. Women are shown as
recipients of
male approval.
5.
The
voice-over authority: male voices are used as voice-overs in commercials rather
than females.
6. Irrelevant
Sexualisation of women and girls: Women’s bodies are used to sell products
even if the product has nothing to do with sex.
These
codes and conventions affect the messages of the ads and our attitudes about
gender. These codes and conventions are expressed through both image and copy.
An example of ways in which women are represented in the media is by the photographs taken by Terry Richardson, who portrays women in a very sexual way:
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