Unformatted text preview: 2. Ads = society’s “idealized” version of reality Marketers efforts to accurately portray women 1. “Real Beauty” campaign by Unilever’s Dove 2. Combat narrow definitions of beauty a. 13% satisfied with bodies b. 2% consider themselves beautiful c. Golden Lion Award Advertising Women of New York (advocates of women in communications careers) 1. The Good: Dove, Kodak, American Express a. Grand Good: “Running Away” ESPN 2. The Bad: Axe, La Perla, GoDaddy.com 3. The Ugly: Carl’s Jr. and Paris Hilton Guys are also narrowly portrayed UnderArmour- target young women-Hard work, goal attainment, progressive, not eye candy Heineken Draughtkeg- most sexist beer commercial-Reduced ½ the world to man-serving beer taps...
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- Fall '07
- Erving Goffman, 1960s womens liberation, Feminine Mystique Betty