INTRODUCTION TO WOMEN’S STUDIES

Media Assignment:  Analyzing Gender Messages in Advertisements

OBJECTIVE:  To recognize the gender messages put forth by the media that influence how women are viewed in our society.  As Jean Kilbourne discussed in her Killing Us
Softly series, images of women are used in all forms of advertising.  People are subjected (consciously and subconsciously) to 3,000 ads a day; such pervasiveness is
powerful in its impact on society’s beliefs, values, attitudes and behaviours.Take a look at this 1970’s sexist ad:http://genderbend.blogspot.com/2011/08/sexist-ad.html
ASSIGNMENT DETAILS:This assignment may be done in pairs or individually.  If done in pairs, only one submission is needed but make sure both names are on the submission, and that the
person not submitting the assignment sends an attachment through the Dropbox indicating their partner’s name.For this assignment, you will be analyzing printadvertisements (not commercials on youtube) to identify stereotypical gender messages as discussed in Module 2,
“Gender, Culture and the Media” and explored through readings and visuals.REQUIRED:1. BAD AD:  Find a print ad that you feel portrays women negatively; please chose one that has not been used in our course. This must be a current ad, not one
from another decade.  Using the ad, discuss the following:• What product is being advertised?  Discuss whether the ad is effective in advertising that product.  • Discuss what you find problematic about the ad and why, so why you chose this ad for the ‘bad’ ad.  This will require detail and depth of discussion. Be
specific about what you are critiquing and why you find it to be problematic, providing details with reference to course material, specifically Module 2.• Are any stereotypic images used?  How? Why? We looked at many different stereotypical ways of showing women especially in Killing Us Softly 4. Discuss.• Why do you think the advertiser used the details that were used in this ad?  What is the purpose of these images and details?• What do you think is the message of this advertisement?  There may be a few messages:  obvious (intended) and not-so-obvious ones.  Ensure this answer
addresses the idea of‘controlling images’ (from module 2) and how they relate to our patriarchal society.
2. GOOD AD:  Find a print ad(again, current) that you feel positively portrays women and, using the ad, consider the following, providing written answers for
each. NOTE:  Dove Ads are not to be used.• Is the ad effective in advertising the product?• Discuss why you chose this ad as the ‘good ad’.  This will require detail and depth of discussion. Be specific about what you are critiquing and in what way
you find it to be positive.  Site specific details.• Discuss how the ad dispels or contradicts stereotypical portrayals of women.• Why do you think the advertiser used the details in this ad that were used?  What was the purpose of these images?• What do you think is the message of this advertisement?  There may be a few messages:  obvious (intended) and not-so-obvious ones.
3. GENDER-BENDING AD: A ‘gender-bending’ ad is one that blurs the differences between the sexes.  There are some examples on television today as described in this
website below.  A gender-bending ad would show a man (or a woman) in a typically female (or male) role or situation.  For example, a man would be staring into a mirror
looking at his gray roots when the hair colour ‘genie’ appears to save the day with her magic colour wand.  Or a woman is shown in an adventurous or professional
manner (without being portrayed as a ‘bitch’).  These are gender representationswhich we don’t see much in ads today. Normally men and women are shown in very
different and separate roles/ways.http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=145748
Now that you have had a few opportunities to start looking at ads critically, you will be creating your owngender-bending advertisement.  You will create this ad by
using some type of poster-creating program, onethat allows you to use text, art, your own pictures and images found on the web to create a ‘poster’ (though it need not
be as large as a poster is usually).   Here are some options for programs you can use, but if you are more comfortable with another program which will do the same thing, then please go ahead and use it.
All that is required is a good ‘product’ that you can submit as part of your assignment, either right in your assignment or as a link for me to go to when marking:a. Microsoft Word.  Here’s a link to a ‘how-to’ demonstration which shows you exactly how to make a poster using that program:  https://www.youtube.com/watch?
v=eSYiW9XP3G8
b. Another option is creating a padlet.  If you’ve done this before, you’ll know how easy this program is to use to create really anything.  Here’s a link to
padlet:  https://padlet.com/   And here is a link to a video explaining how to use padlets:   https://www.youtube.com/watch?v=N3KlH6ZA_ik
c. Glogster is another option which you may be familiar with.
d. Once you have created this advertisement, discuss the product your ad is ‘selling’, the ad, why you chose the details you chose, why this is a gender-bending
advertisement, etc.
4. SUBMISSION CRITERIA• It is expected that discussions reflect insights developed through the course, especially the information on media and gender, and that discussions be
thoughtful and show a depth of understanding of what you are analyzing.• Proper spelling, grammar and punctuation are required.  Double-space, please.• All visuals, the good and bad ads and the poster you created, must be included in the assignment.• Refer to Rubric (below) for Marking Criteria• All assignments are to be submitted through DC Connect Dropbox..GNED 1427:  Introduction to Women’s StudiesMarking Criteria for Advertising Analysis AssignmentCriteria Excellent Fair Requires Improvement MarkAppropriateness of Ads:  were the ads suitable for the ‘Bad Ad’/’Good Ad’ discussion? Ads chosen were appropriate for category. Chosen ads showconsiderable thought
and consideration and reflect course material understanding.  Gender stereotyping issues evident.
2 Ads chosen show some thought and consideration but the ads don’t exemplify as well the course material. Some gender stereotyping issues evident.

1 Weak ads.  Limited thought and consideration used in choosing the ads. Ads do not show any gender stereotyping.
Analysis of Ads Detailed, in-depth, insightful.  Analysis and critical thinking skills are appropriate.  Analysis reflects thorough understanding of course material.

8 Analysis is limited to a few relevant areas.  Critical thinking skills are used but limited; more depth needed.Some understanding of course material shown.
6 Insufficient discussion of analysis of ads.  Limited to no critical thinking skills used. Shows lack of understanding of course materComments:Gender Bending Ad—creative aspect Creative use of resources.  Shows  considerable thoughtfulness and effort in creating the ad.  Reflects ‘gender-bending’
definition.

5 Limited use of resources.  Created ad shows some effort and/ or thoughtfulness.  Ad reveals limited understanding of ‘gender-bending’ definition.  Some
creativity used.
3 Ad fails to apply ‘gender-bending’ criteria.  Shows little effort, thoughtfulness and creativi
CommentsGender Bending Ad—explanation and discussion Explanation and discussion of ad reveals accurate understanding and application of course material.Thorough and thoughtful  analysis.
/3 Explanation and discussion of ad reveals limited understanding of course material. Limited analysis.
/2 Explanation and discussion of ad does not reflect understanding of course material. Weak analysis.
Comments:Clarity, coherence, completeness Discussions are clearly expressed, easily understood, and seem to include all relevant information.  Well-written, error-free.
/2 Discussion is usually clear but lacks coherence at times and/or seems incomplete.  Some writing errors.

Discussion is unclear, incoherent or incomplete.  Too many writing errors  detract from message.