Impact of Art and Advertising on Gender Stereotypes

The assignment discusses how art and advertising have contributed to the stereotypical nature of males and females. It highlights how artists have differentiated between nude and naked themes, with nudes often being presented as beautiful female figures. The assignment also touches on how aberrant decoding in individuals can be influenced by these stereotypes.

Visual Communication

Table of Contents
TOPIC 3: ENCODING AND DECODING: RECEPTION AND THE AUDIENCE....................3
Aberrant decoding........................................................................................................................3
TOPIC 4: ADVERTISING AND CONSUMER CULTURES: ELEMENTS OF SIGNS..............4
Characteristics of consumer society.............................................................................................4
TOPIC 6: Symbol, metaphor and irony: Towards modernity.........................................................5
Analysing the image being presented in Henri Cartier Bresson’s photograph............................5
TOPIC 8: Political and religious signs: Towards global culture....................................................6
Meaning of cultural imperialism and ways in which it has contributed to visual culture...........6
TOPIC 10: The gaze and the other: Advertising signs and sexual signs: Gender imaging...........7
Reason for representing gender difference in depiction of nude in art........................................7
REFERENCES................................................................................................................................8

TOPIC 3: ENCODING AND DECODING: RECEPTION AND THE
AUDIENCE
Aberrant decoding
It is the concept that is generally applied in the field of communication and media studies,
journalism. This is the subject that describes interpretation of message from sender to receiver. In
every communication, sender encodes message into set of signs and when receiver receives this
message, then decoding is done (Clark and et.al, 2017). This decoding helps in understanding
actual meaning of the message. In order to make effective communication, this code system is
being shared between sender and receiver. For example, thoughts are encoded into words, when
communication is done to the other person and Receiver receives this message and decode the
words back into thoughts. When interpretation of the message is different from the actual
meaning, then it is called as aberrant decoding. This occurs in the situations where culture,
language and believes of two people are different from each other (Clos and et.al, 2014).
Sturken and Cartwright have discussed the concept of aberrant decoding. They have
explained that if text has been decoded by using different codes that are used in encoding, then
actual meaning of message will get changed, this is the aberrant decoding. This concept explains
that it is very important for the sender and receiver to use similar code system (Aberrant
decoding, 2017). If there are different codes used in encoding and decoding, then actual meaning
can get differed. The people those who do not know about languages can get failed to translate
the message in an accurate manner. For example: John Fiske has declared that aberrant decoding
takes place with iconic codes which refers with some visual messages. Researcher has seen
prehistoric cave painting of animal as graceful and moving. Whereas Margaret claimed that this
painting is of dead animal (Clos and et.al, 2014). Thus, it is shown that if culture of two
individuals are different and if they are using different code, then it may change the meaning of
message. Person who lives in the place where living animals are being valued they look at the
picture of animal with respect; on other hand, if the person who does not give respect to animals,
then they will look at the pictures from different perspective. Another example of aberrant
decoding is TV broadcasting whereas many companies give their information but it is interpreted
in different ways. Thus, communication is highly depended upon the media who receives the
message and how they interpret this content (Aberrant decoding, 2017). If there is big difference
between languages of two people, then they cannot coordinate well with each other. Sometimes,
3

words used in one culture have different meaning from the words that are used in other cultures.
In such condition, whenever communication held between two different cultural people, then
there are high chances of misinterpretation because meaning gets changed completely.
TOPIC 4: ADVERTISING AND CONSUMER CULTURES: ELEMENTS
OF SIGNS
Characteristics of consumer society
Consumer society is the place where buying goods and services are considered as
essential thing for the people's lives. Concept of consumer society has been developed with the
development in modern capitalist society (Baudrillard, 2016). Industrial revolution, mobility and
discretionary are the main areas that have created concept of consumer society. Sturken and
Cartwright explained that there is high demand of new products in the market. Companies are
continuously focusing on increasing their production due to which these firms now have become
able to meet with the needs of consumers. Social and economic condition of the person
encourage them to buy goods and services (Gauthier, 2016). Industrial revolution has enhanced
demand but with the increasing demand, companies have started producing mass products. This
has led to economic crises due to over production. Supply of goods have been increased beyond
the demand. In such crises situations, companies have started advertising their products in order
to enhance spending of clients (Fyfe, 2001).
Consumer society term applies in the modern societies where consumptions of goods are
increasing with the rapid speed (Berger, 2015). Earlier, where there was economic slowdown at
that time, spending of people have been decreased to great extent. In such condition, consumers
were preferring to save their money but as now economy has been improved thus, consumers are
capable to spend good amount to buy products and services. Development in technologies have
helped in enhancing brand name of the company and now, firms are able to run their business
nationally and internationally (Advertising, Consumer Cultures & Desire, 2015).
Characteristic of consumer society
 The main characteristic of consumer society is that consumers are surrounded by variety
of goods and services. There are availability of mass goods that can meet with the needs
of customers to great extent (Baudrillard, 2016).
4

 Another feature of this concept explains that demand of new products are increasing with
the rapid speed. With the increasing demand, entities are making marketing efforts so that
demand can be enhanced.
 Consumer society concept explains that there are social and physical distance between
manufacture and purchaser (Gauthier, 2016).
 This concept believes that companies have to provide goods to the consumers that can
meet with their needs. Consumer products are being offered to the clients for fulfilling
their emotional and self needs.
Modern purchaser look at their needs and accordingly, they buy products and services.
Some people have different values and culture. They have certain attitude towards particular
products and services (Advertising, Consumer Cultures & Desire, 2015). If company is offering
them satisfactory goods, then they prefer to buy it otherwise, they move towards other brands.
Companies concentrate on the fact that rising income sources are making people able to fulfil
their needs. Consumer society is the fundamental change in the community, diversity of urban
population, industrialisation have emerged the concept of consumer society. In the recent time,
widow shopping has become popular among customers. This conceptual framework has
supported in increasing demand for new products and this has helped in fulfilling needs of
customers (Berger, 2015).
TOPIC 6: Symbol, metaphor and irony: Towards modernity
Analysing the image being presented in Henri Cartier Bresson’s photograph
Cartier Bresson’s have been regarded as the pioneer of candid and street photography. He
is also known for his successful attempt on photographic portrait of Paul Sartre and Leonard
Bernstein to Marilyn Monroe and Malcolm X. The spontaneity of images increased overtime for
which he called it to be “A decisive moment”. He was also brought closure to momentous events
and different sites of modern history straight from liberation of Paris from Nazi occupation to
interesting story of assassination of Mahatma Gandhi as well (Denzin, 2016). Visual history have
been quite effective in terms of development of art of snake and visual photography of other
animals indicated that there is certain message behind each and every picture being taken by the
photographer, Cartier Bresson. The symbol of snake conveyed fear, evil, original, sin and
sexuality, etc. Further, it enhanced the symbol of purity, good, evil, lust, life, death and birth.
5

The interpretation of crumbled clothes has been made by Cartier Bresson in the form of art,
which represent disarray or disorder. It is the metaphor that has been attached to the art being
presented in the painting being prepared by the photographer. Further, it has been explained that
symbols are universal measurement of certain aspects. The example may be taken of white lion,
thunderbolt and the cross, which is the representative symbol of courage, purity, Christianity and
Zeus. These elements are also taken into consideration to represent modernity and architecture
work being initiated in a building. Geometrical and various visual framed being used in the
representation helps in identification or reproduction of technology and culture centred images in
order to perpetuate visual cultures, defining modernity. It is generally constructed with the aim to
make representation of certain cultural or symbolic aspects
TOPIC 8: Political and religious signs: Towards global culture
Meaning of cultural imperialism and ways in which it has contributed to visual culture
Cultural imperialism includes various cultural aspects of imperialism. Imperialism refers to
maintaining unequal relationship between various civilisations, who are being involved in
favouring some other civilisation who have been more powerful than them. Hence, it is
considered as a practice of imposing or promoting culture. The imposition is generally performed
by a politically powerful nation over some less powerful society. This term has been able to get
adequate place in history so as to provide the analysis of post-colonial set up and cultural studies
with respect to it. Cultural imperialism has right to take various forms, with respect to formal
policy, attitude, military actions, etc. The realism that has been used by various people in the
earlier century have been able to be a clear representative or depiction of God or Gods (Harrison,
Welch and Adler, 2012). Visual communication of culture has been considered as the most
common method that helps in exploring spiritual aspects of various locations. In the early
century, sign language and themes are symbolic representation of visual imaginary aspects being
taken into considered by visual representor. The art can be representation of coded use of
photography, architecture and various designs of flag, uniforms, maps plus other military
considerations. The visual history has effectively been able to communicate various dimensions
of art in the form of representation of Goddess arch types which has appropriately being placed
in visual history. There are various types of symbols that has been represented, presenting
political, spiritual and cultural representation, clearly signifying various aspects of history.
6

Globalisation have been able to play an important role is disclosing these cultural concepts
to all, in the form of nationhood, political symbols attached to national borders and narrow
mindedness to a particular culture. Concept representation of global village also helped in
representing cultural aspects that are linked to globalisation and was used to be present in that
scenario. It helped in developing an understanding regarding appropriation of national industries
where various components have been taken into consideration with respect to what has actually
being represented to the audience (Harrison, Welch and Adler, 2012).
TOPIC 10: The gaze and the other: Advertising signs and sexual signs:
Gender imaging
Reason for representing gender difference in depiction of nude in art
The representation of naked and nude have been quite different in terms of history, while
making a presentation of art. It is due to availability of gender stereotypical thinking in that
scenario, the depiction being made with respect to gender biasness in art has been quite different
in earlier period. The depiction of male in art have been quite active and that of female have been
quite passive in nature. Whore or goddess depiction have also been different as per the visual art
breaks with the imaging. The fine art stereotypes of males and females in television and
magazine culture has been derived from the stereotypical nature of males and females
(Bloomfield, 2015). Image construction of body was also differentiated based on the gender
throughout the art history. Hence, its impact on visual culture of individual have also been
noticed. The advertising and commercial depiction of gender roles have also been clarified and
demonstrated differently as per the current art practice.
The distinction was actually made based on naked and nude theme of art representation,
where, art shifted to representation of male and female body being presented in a different
manner to the viewer. Good naked has generally been conveyed as nude. Art have been quite
critical in representation of naked and nude in painting and other visual arts. This stereotypical
thinking was initiated and enhanced from that age through paintings and differentiation being
made based on the introduction of each gender being given. Nudes are generally presented to the
male audience so that they can look beautiful lens (Grisard, 2014). Various artists have stated
that it is more difficult to prepare a naked figure rather than a nude one. Nudes are generally
referred to as women where emphasis is made on anatomy and ignore and eliminate all kind of
flaws that may be present in it.
7

REFERENCES
Books and Journals:
Baudrillard, J. (2016). The consumer society: Myths and structures. Sage.
Berger, A. A. (2015). Ads, fads, and consumer culture: Advertising's impact on American
character and society. Rowman & Littlefield.
Bloomfield, E. A. (2015). Gender role stereotyping and art interpretation. The University of
Iowa.
Clark, C. N. & et.al. (2017). Music models aberrant rule decoding and reward valuation in
dementia. Social cognitive and affective neuroscience.
Clos, M. & et.al. (2014). Aberrant connectivity of areas for decoding degraded speech in patients
with auditory verbal hallucinations. Brain Structure and Function. 219(2). pp.581-594.
Denzin, N. K. (2016). Searching for Yellowstone: Race, gender, family and memory in the
postmodern west. Routledge.
Fyfe, G. (2001). Art, power and modernity: English art institutions, 1750-1950. A&C Black.
Gauthier, F. (2016). Religion in consumer society: brands, consumers and markets. Routledge.
Grisard, D. (2014). History of knowledge, terrorism and gender. Historical Social
Research/Historische Sozialforschung, 82-99.
Harrison, S. D., Welch, G. F. & Adler, A. (2012). Men, boys and singing. In Perspectives on
males and singing (pp. 3-12). Springer, Dordrecht.
Online:
Advertising, Consumer Cultures & Desire. (2015). [Online]. Available through
<http://ilearned.weebly.com/uploads/2/6/2/5/2625833/week_8.pdf>.
Aberrant decoding. (2017). [Online]. Available through
<https://www.revolvy.com/main/index.php?s=Aberrant+decoding>
8