David Gauntlett's Theory of Identity Essay

David Gauntlett’s theory of identity suggests that we are now living in a world where the meaning of gender is increasingly open.

To what extent do you agree with this hypothesis in relation to print advertisements in the UK?

To some extent I agree with David Gauntlett’s theory of identity that the meaning of gender has become more open. However, in many cases, there are still strong stereotypes of gender within adverts.

I have chosen a Budweiser advert from the 1950s in order to show gender stereotypes in the past. The man is in the foreground of the print advert and is portrayed as a helpful handy man as he is holding a hammer and has a variety of other tools in front of him. The woman is in the background and shown as a minority; she is serving the male because he is seen as the better sex. Women were expected to serve the men; she is pouring his drink for him as if he in incapable of doing so, but we know that this was the ideology at the time the advert was created. The dominant males’ facial expression is significant as it shows he may be slightly frustrated with the woman behind him. Her demeanour, however, is light and giddy- this could show she is potentially oblivious to the male figures’ emotions and is focussed on getting the jobs done for him. The idea of gender stereotypes is reinforced within this advert as the male sex is seen as the stronger, more useful and more dominant figure.

Another advert I thought was significant in showing that gender has become more open. This advert is from the 1960s and is a propaganda poster stating that the ‘soldiers need our help!’ referring to American women. The slogan placed in the centre at the bottom of the advert is significant in showing that women were ‘minorities’ in society. This is an example of a gender stereotype in advertising because is portrays the idea that the men in society have found a ‘use’ for women. It objectifies them in a patronising way by using the phrase ‘the soldiers need our help!’ which mimics the ideology that women were made to serve men and do as they say.

Whilst researching adverts through different decades, I came across this advert from the 1970’s for a server appliances company. The advert uses an extreme close up of a glamorous woman with fair skin and wearing red lipstick. Alongside the image of the woman, is a caption that reads ‘Don’t feel bad. Our servers won’t go down on you either.’ A statement that is clearly objectifying women and portraying the view that women were commonly sexualised within adverts. It also conveys the view that women were, again, expected to serve their men and do as they say.

In today’s society, the meaning of gender I feel is increasingly open, with the LGBTQ community on a rise and with the legalisation of gay marriage in all parts of the UK in 2020. Young people today have become much more open-minded about gender roles and it shows up in their attitudes about pronouns, politics and sports. In the past few years, men choosing to wear makeup has become increasingly popular and brands have catered for this new audience shown through their advertising. Both Ways Cosmetics is a unisex cosmetics company owned by Marnie Simpson and her boyfriend Casey Johnson. The brands personality reflects through Marnie herself - a bisexual woman in the public eye and shows that sexuality and gender in society is more accepted. However, it can be argued that because it still needs to be ‘announced’ that this can be used by men, and that specific brands and products have been created for men to use, that society has not fully conformed to this and there is still ideals within.