Women in Advertisement.An Analysis of the Image used in Pond’s print Advertisement.

In diser Hausarbeit analysiere ich auf sprachwissenschaftlicher Ebene die Werbeanziegen der Kosmetikfirma Pond's bezüglich ihrem Männer-/Frauenbild. Die Studie ist diachron und vergleicht das Bild, welches in der Werbung gezeichnet wird mit der Realität.

Introduction:

Does advertisement reflect social change? This is the central research question of my term paper. The relationship between advertisement and society and their reciprocal influence is not a new field of research. Especially, gendered stereotypes appearing in the media have been topic of several studies...

...My study will come to the conclusion that the Pond’s campaigns reflect the two big waves in feminism at first glance. However, the two aims of looking beautiful in order to find a man for life is accredited to women nowadays as it was before. Furthermore, a bias between visual and linguistic level can be seen: Although women have got a more powerful position in the advertisements, they have become less active as well. In addition, today’s female consumer is more emotionally addressed than ever before.

All in all, the analysis will demonstrate a development of the female image from the more rationally thinking, natural, socially adapted but active housewife to an emotionally driven, healthy looking individual who seeks for personal fulfillment.