Check your figure faults for real figure beauty...
Kay Goodson, operated from a shop in Auckland offering professional corsetiere and figure specialist services. This advertising sign was found in a cupboard at Auckland Museum by a curator. Women's bodies are like icons, representing what society judges to be the standard beauty of the day. Kay's sign identifies all the "faults" that she claimed her corsets could address.
Advertising is designed to be persuasive, so it is no surprise that it influences our ideas of reality. Plus, its pervasiveness plays a big role in constructing identities, particularly in relation to gender. Despite wider gains in equality, intensified or stereotyped gender portrayals in advertising have survived – thanks, perhaps, to the simplicity of the message they represent.
This has helped to sustain old-fashioned gender interaction and sex roles in society. Both women and men, girls and boys, need to see better and more complex gender role models, which more closely match what they see in their daily experience.
How the media copes with the fact our Prime Minister is a woman?
Last August, within 24 hours of Jacinda Ardern being appointed leader of the Labour Party, she was asked about her plans to have children. Many people pointed out, no one asks this question of male politicians and that there was a clear double standard at play. Spinoff journalist Madeline Holden wrote " in case it’s not obvious, asking Ardern about her plans to have children implicitly reinforces the sexist notion that a woman’s primary role is motherhood, no matter how accomplished she is in other areas." Since then Ms Ardern has become Prime Minister AND had a baby - becoming only the second woman in the world to do so. The media world is obsessed with her but also with the existing obsession with the personal lives of female politicians – "remember how often Helen Clark’s childlessness was used as a barb against her, supposedly rendering her unfit for everything from legislating about child welfare to understanding the plight of “ordinary” (read: parenting) New Zealanders?"