Graduation Year

2015

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Media Studies

Reader 1

T. Kim-Trang Tran

Reader 2

Nancy Macko

Rights Information

© 2014 Samira Cohanim

Abstract

The purpose of this paper is to understand and criticize the representation of women in advertisements. I examine the opposing yet similar ways that women are portrayed in Dove and Axe advertisements, two brands of Unilever. This paper analyzes the way in which brands market their products in such a way to appeal to a gendered audience. I also explore the history of how women have been depicted in art movements such as Surrealism, detournement and culture jamming, corresponding with my project of digital mixed media advertisements. I examine the way in which the prevalence of the male gaze in the media hinders progression to a less dependent, inferior, and sexualized view of women in advertising.

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