Gender Stereotypes

Due to the way that gender stereotypes are perpetuated, dictates how children, young teenagers and even adult look at their selves, their interests and behaviours. These are both perpetuated in the “Pink Sparkle,” perfume ad by Kylie Minogue and the “California Girls” video clip by Katy Perry as they both continue with the stereotypical aspect that women are shown in. However, the truth is that these...“Representations do not reflect or mirror the real word; they are selective constructions or textual choices.” Both of these advertisements; explain why.

“Pink Sparkle,” by Kylie Minogue, is a stereotypical advertisement, found in the 2010 September issue of Marie Claire, perpetuating the female stereotype.

The font used in the top left hand corner is a signifier as to the elegance of women. Bold, straight lines really emphasise who is selling the product, whereas the cursive writing of the fragrance, “Pink Sparkle,” which perpetuates the female stereotype best.

The perfume bottle, “Pink Sparkle” is positioned in the foreground of the advertisement, giving it a 3-D effect. A baby pink colour is used to promote this product and clearly the shape of the bottle is a signifier as well. The shape of the perfume bottle was chosen as it symbolises a champagne bottle, whilst the unique wire pattern around the glass is inspired by the traditional bottle opening. The elegant theme continues into the golden cap that is easily recognised as a feminine version of a classic champagne bottle, incorporating a delicate wire ring. As the ultimate finishing touch, the bottle is engraved with the fragrances name in a striking handwritten font. These are all great reasoning’s as to how the bottle of “Pink Sparkle,” mirrors the feminine female stereotype and their love of champagne.

Kylie Minogue is a celebrity used to promote this product. She is given height by the creative use of wooden crates. These crates are representations of champagne crates, which go with women, hand in hand. Stereotypically, women like wine or champagne, while men like beer. So it can be easily identified why they went with the champagne crates.

Blonde hair, a long dress, delicate hands and height heels; these are all trades of a stereotypical women. Kylie is given height with her legs stylishly placed on the crates, wearing stunning silver, sparkly high heels. The pink, bubbly and frilly dress is worn and her posture perpetuates the, I’m not confident pose associated with women. Hands gently placed on her legs and right cheek, next to her gorgeous wide smile, makes this a weak pose. Her blonde hair is loosely up in a bun with her fringe just poking out next to her open blue eyes.  This is a great product for Kylie to promote as she is known to be so kind, caring and elegant which are perfect trades exposed by this advertisement and which would clearly appeal to women who associate with this stereotypical image of women.

The second advertisement is a film clip by Katy Perry’s most recent and popular song, “California Girls,” that clearly and hypothetically shows the classic stereotypes for women.

Within this clip, Snook Dog is the player of the game that Katy is trapped in and the girls are the playing pieces. Katy overcomes many obstacles; like helping her friends get out of bubble gum, jelly and a chocolate rapper and crossing chocolate rivers. Snoop Dog and the gummy bears, battle Katy and her girls, she screws aerosol whipped cream cans to her breast and wipes them all out, leaving Snoop Dog to surrender. Katy is also seen licking an ice-cream cone, wearing cupcakes on her breasts and floating naked on a cloud of cotton candy.

Katy’s target audience are of young adolescents are exposed to these clothing that give the message that all women need to look beautiful and skinny. As the clip shows numerous outfits including short skirts and shorts, stockings, high heels, accessories, long glamour wigs and a few scene’s where she appears to be wearing nothing at all, is nothing in comparison to reality. In reality, some girls wear simple shorts, singlet or shirt along with some “trendy” thongs.

The lyrics of “California Girls,” are appealing to a male audience as Snoop Dog raps about girls being, “toned, tan, fit and ready,” promising a sexual gratification. As well as ... “kiss her, touch her, squeeze her buns.” Do males really believe that this is what ALL women should be like? Because this is definitely not what we want younger generations to think is acceptable for the way in which guys see women. As Katy states, “Yes, it’s a man’s world, but girls need to stick together and use their wits, their strength and their sexuality in order to succeed and even triumph.”

In conclusion, stereotypes need to change for women as they need to feel comfortable and accepted without plastering themselves with make-up, which is the message shown within the advertisement and the video clip. As explained above, both of these advertisements are both stereotypical as they contradict the real world, where girls to meet the standards of a stereotypical women; which isn’t what is happening in our society.