advertising and covert marginalization animated
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Advertising and CovertAdvertising and Covert
MarginalizationMarginalization
An investigation of advertising inAn investigation of advertising in
popular womens magazinespopular womens magazines
By Cierra Olivia Thomas-Williams
Indiana University
Department of Gender Studies
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HistoricalHistorical
AdsAdsRacismRacism
AnimalizationAnimalization
&&
StereotypingStereotyping
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EXOTICISMEXOTICISM
inin
Historical AdsHistorical Ads
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TOKENISMTOKENISM
inin
Historical AdsHistorical Ads
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Advertising
TodayIs it still racism?
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AnimalizationAnimalization
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How does the ad make you feel?
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What does the ad make you think?What does the ad make you think?
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ANIMAL
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What does the
ad say?
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What does the
ad say?
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How accurateis the content?
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Animal
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EXOTICISMEXOTICISM
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How is the ad
constructed?
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StereotypingStereotyping
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WhatWhat
lifestyles,lifestyles,
values, andvalues, and
points ofpoints of
view areview arerepresentedrepresented
in or omittedin or omitted
from the ad?from the ad?
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StereotypingStereotyping
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TokenismTokenism
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MarginalizationMarginalization
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African
Americans are
just 6% of the
total images in
the top sellingmagazines in the
United States.
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How is bodyHow is body
language beinglanguage being
utilized?utilized?
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TokenismTokenism
oror
Marginalization ?Marginalization ?
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A two-page ad . . .
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Tokenism,Tokenism,
Marginalization, orMarginalization, or
Homogenization?Homogenization?
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Every person in the United
States is exposed to at
least 15,000 commercial
images per day and willspend three years of her
or his life watching TVcommercials.
Americans are exposed to
more advertising than any
other population in any other
country.
The United States spends 57%
of the worlds advertisingdollars, yet only makes up 10%
of the world population.
Is advertisingimportant?