The representation of women in photography and advertisements has drastically changed over the years. Early advertisements portray gender stereotypes that reflect the expectations of a woman’s role in society. Companies uses these stereotypes to sell their products such as household appliances and children’s toys because of their expected role. The stereotypes in the advertisements derive from women being seen as an object through a male gaze. This dissertation aims to explore how women are presented through photography and the effects this has on the way she views herself, specifically looking at advertisements from brands such as Calvin Klein Jeans, Covergirl and Frigidaire. In addition, this paper will discuss the work of Juno Calypso who addresses the male gaze and stereotypical ideals in her photography from a female’s perspective. The research of this dissertation concludes that the male perspective of women in photography has infiltrated the way women see themselves which enforces unrealistic expectations of the female body and a woman’s role in society.
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