https:\/\/itsabugsworld.wordpress.com\/2014\/04\/24\/advertising-from-exploiting-women-to-empowering-women\/<\/a><\/p>\nWhile I was surfing on the Internet, I came across this Van Heusen advertisement which immediately caught my eyes. There are many elements that stand out in this Van Heusen advertisement.\u00a0 First, there is gender imbalance in the husband-and-wife relationship. As portrayed in the advertisement, the wife is kneeing down on the floor to serve his husband.\u00a0 \u00a0Through his smiling and relaxing postures, he seems to be pleased for his wife\u2019s and obedience and humbleness. This is definitely not a typical husband and wife relationships but a servant-and-master relationship.\u00a0 Thus, this advertisement is trying to spread gender stereotyping ideas:\u00a0 women are subordinate to men and men have the dominating power in the family.\u00a0 Those ideas restricts women’s capacities and limits their freedom because they define the proper behavior or conduct of women. Those gender stereotypes forces women to stay at home and to take care of the families. The same gender stereotyping ideas are reinforced with terms, such as “man’s world” and “man talking.”\u00a0 Collaboratively, they are trying convey an important message – the world is controlled by male, so women must obey their male counterparts.<\/p>\n
This advertisement depicted how western world (more specifically the society and the market) have used popular culture to create gender stereotypes. These gender stereotypes are found everywhere (across cultures).\u00a0 Gender stereotyping is found in many countries, including\u00a0Asian countries. One good representation is China’s three obedience, found in \u201cFour virtue and Three Obedience.\u201d Three include they include obeying fathers as good daughters, obeying husbands as good wives, and obey sons after widowhood. It was built in ancient China to depict the proper behavior of women within and outside of the houses. Those portrayal is very influential because it is consciously influencing people\u2019s perception of women, and its impacts is still witnessed everywhere, especially in many Asian countries. For example, in my family, I was taught by my mother that women had to respect men. Growing up, I have always doubted why my mother had to do all the house work; on the other hand,\u00a0 my father was sitting on a sofa to watch television.<\/p>\n
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Jammed Picture<\/p>\n
To redesign the advertisement, I have used two editing software: Paint and Pixlr. I used Pixlr to jam three pictures together and used Paint to change slogans. First, in terms of the slogans, I have erased the slogan at the bottom and changed the term \u201cman\/men\u2019s world\u201d to \u201coppressive world.\u201d Through these changes, I want to convey to all women that \u201csex differs from gender… Social institutions produce observed social differences between men and women (Fausto\u2010Sterling, 2005, p. 1493).\u201d\u00a0 Gender stereotypes are not born naturally but were socially constructed by\u00a0male-dominated societies and the market so that men\u00a0 can take advantages of women. For example, women can become reproductive machines and servants for men.\u00a0 \u00a0Often time, the society manipulated women’s cognition through various methods, such as popular culture and education. Those effects are long-term because media and education system consciously and unconsciously implanted\u00a0 gender discourse on women, and eventually, women cognitively adopted those beliefs. Thus, it is important to\u00a0 reinforce the fact that we, women, are not born with gender stereotypes.\u00a0 Doing so, I hope to increase awareness about sexism.<\/p>\n
Next, I have jammed three pictures and added slogans, such as \u201cobey and accept\u201d and \u201cfight for liberation. Through this, I want women to visualize how badly their lives will become if they do not fight for Liberation. Women have two choices. First, by obeying their husbands, women are telling the society that they agree with the oppression, so they have to accept their fate \u2013 being treated like an animal. On the other hand, if they choose to fight for their own liberation, they can have a whole new life. This part, I am aiming for women empowerment. I want to spread the fact that women are power with the phrase “We can do it.” Both men are women are equally powerful so it is inappropriate for anyone in a relationships to dominate over the other. Wives and husbands ‘ relationships should be balance. At the end,\u00a0 I want to urge oppressed women to take action. Even though the process may be challenging, women can fight for what they want!!!<\/p>\n
References<\/p>\n
Correa, V. (2015).\u00a0 A male view on how women have overcome oppression throughout history<\/em>.\u00a0Retrieved from\u00a0http:\/\/girltalkhq.com\/a-male-view-on-how-women-have-overcome-oppression-throughout-history\/<\/p>\nFausto-Sterling, A (2005). “Bare Bones of Sex: Part I, Sex & Gender.<\/a>”\u00a0Signs<\/em>, 30 (2): 1491-528<\/p>\nNapikoski, \u00a0L. & Lewis, J. J. (2017). Oppression and women’s history: Women’s history definition<\/em>. Retrieved from\u00a0https:\/\/www.thoughtco.com\/oppression-womens-history-definition-3528977<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":"
Picture taken from https:\/\/itsabugsworld.wordpress.com\/2014\/04\/24\/advertising-from-exploiting-women-to-empowering-women\/ While I was surfing on the Internet, I came across this Van Heusen advertisement which immediately caught my eyes. There are many elements that stand out in this Van Heusen advertisement.\u00a0 First, there is gender imbalance in the husband-and-wife relationship. As portrayed in the advertisement, the wife is kneeing down on […]<\/p>\n","protected":false},"author":57504,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"_links":{"self":[{"href":"https:\/\/blogs.ubc.ca\/yingjunruan\/wp-json\/wp\/v2\/posts\/3","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blogs.ubc.ca\/yingjunruan\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blogs.ubc.ca\/yingjunruan\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/yingjunruan\/wp-json\/wp\/v2\/users\/57504"}],"replies":[{"embeddable":true,"href":"https:\/\/blogs.ubc.ca\/yingjunruan\/wp-json\/wp\/v2\/comments?post=3"}],"version-history":[{"count":15,"href":"https:\/\/blogs.ubc.ca\/yingjunruan\/wp-json\/wp\/v2\/posts\/3\/revisions"}],"predecessor-version":[{"id":23,"href":"https:\/\/blogs.ubc.ca\/yingjunruan\/wp-json\/wp\/v2\/posts\/3\/revisions\/23"}],"wp:attachment":[{"href":"https:\/\/blogs.ubc.ca\/yingjunruan\/wp-json\/wp\/v2\/media?parent=3"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/yingjunruan\/wp-json\/wp\/v2\/categories?post=3"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blogs.ubc.ca\/yingjunruan\/wp-json\/wp\/v2\/tags?post=3"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
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