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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

&&

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?