Is it Time for a Shift in Advertising?

Over the past several years advertising has been heavily under attack. Print advertising is being closely examined under a microscope more so than other media outlets due to the strong stereotypical representations of femininity and consumption displayed in ad contents. From an analysis of advertisements published in the magazine Vogue, three of the principal problems we as consumers are facing are: idealizing body types, an image-saturated society, and chronic consumerism.

Vogue magazine has been around for decades. It first came to life in 1892 and has continually grown and expanded worldwide. While it remains the number one women’s fashion publication it is also heavily criticized for reinforcing stereotypical representations, advertising controversial products as tobacco, and depicting racist images. African American basketball player LeBron James and Brazilian supermodel Giselle Bündchen appeared in 2008 April’s cover of American Vogue. Writer of Slate, Wesley Morris, sees the resemblance between the cover shot and the scene in King Kong where the ape takes the white woman up the Empire State Building, “The cover captures James dribbling a basketball while holding onto Bündchen. His face is in mid-roar. His arm is around her waist. He appears to be 10 times her width…” but he says the race card is getting old while other critics like Naomi Klein, known in the advertising industry for ad busting, would take this ad more seriously.

More recently other magazines like GQ have also caught heat with provocative covers like the rapper Travis Scott and scantily clad Kylie Jenner. Critics heavily commented on the portrayal of the woman being half naked, while the man is fully clothed. Sexually suggestive ads have prevailed over decades. Brands like Carl’s Jr. has moved away from their commercials with celebrities devouring burgers in a suggestive way. Brands like Nike and Pepsi have both faced consumer backlash for advertising social issues. With the evolution of digital tools, consumers can take a stand and quickly promote or tarnish a brand. Do you agree with the industry in continuing to objectify women, use race imagery and social issues to spread awareness or start conversations or do you think it is time for a shift in advertising?

References
Morris, Wesley. “Monkey Business“ Slate (March 31, 2008): http://www.slate.com/i
d/2187797/ (Accessed April 13, 2008).
Jhally, Sut. “Image-Based Culture: Advertising and Popular Culture” from The World and I
<http://www.worldandilibrary.com> article 17591 (July 1990)
Weber, Caroline. “Fasion.” New York Times. (December 3, 2006):
http://www.nytimes.com/2006/12/03/books/Weber2.t.html?_r=1&ei=5070&en=5d41225b4b63d0e4&ex=1170133200&adxnnl=1&adxnnlx=1170023780-fGHT0CkuDT8kD6V6f4J6Nw&oref=slogin (Accessed April 13, 2008).