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Boots_2012_autumn_ad1.pptx

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Representation of family and gender roles In Boots 2012 Autumn advert

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Overview Representation of families in traditional advertising How this advert subverts the image of women Arguments to suggest that it does not subvert the image of women Howe men are represented and the ‘new man’

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Traditional family representation “ From the call of women to the workplace during WWII to the endless unpaid work of housewives in the 1950s and the return to the workplace in the 1970s and 1980s, women’s magazines have evolved alongside many of the major social forces shaping women’s status in America” (Robison and Hunter 2014 :466)

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Representation of Mothers “...commonly uses four different components to describe gender roles - trait descriptors, physical characteristics, role behaviour and occupational status - each of these has a masculine and feminine version” (Eisend 2012:188) Modern representations of women are often more masculine when it comes to characteristics, and they include busy, confidant in control and successful traits (Gauntlett 2008: 83) For example, the army motifs in this advert such as marching and organisation

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Self surveillance “ Surveillance has extended from bodily properties, such as weight and muscle tone, to performing feminine behav- iors, such as grooming, attire, and posture, to more inter- ior, psychological labor. Women are now asked to surveil their performance as a mother, a friend, and a lover” (Windels et al 2019:20) Women are encouraged to change their actions and looks based on advertising - but by disguising it as choice it feels more feminine For example the direct use of words like ‘feel good’

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Importance of beauty “Advertising too is based on evoking emotion, but not directly, only through the promise of evoking pleasure” (Williamson 1978: 51) This advert still highlights the importance of still using certain products to obtains a specific kind of beauty even though it uses ‘normal’ people Beauty grouped in with health care - seen with equal importance

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Representation of fathers “We have begun to see calls in women’s magazines ‘to abandon the old attitude that men and domesticity do not mix”(Marshall et al 2014: 1656) “Husbands and fathers in commercials are, for the most part, passive, incompetent, or dependent on their wives” (2014:1657)

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Conclusion At first this advert appears modern in its approach But there is plenty of reasons to suggest that the new representation of women often still heavily draws in the expectations of women by society Men are appearing further and further away from the screen - is this the result of changing images of what family is, as well as a change in the role of mothers

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