Level 4 HNC Graphic Design: Female Representation Essay Analysis

This essay analyzes the representation of females in visual communication design across a century, focusing on how women have been depicted in various forms of media, including posters, magazines, and advertising. It explores the evolution of gender stereotypes, the influence of feminism, and the impact of semiotic theories on the portrayal of women. The essay references key concepts from John Berger, Roland Barthes, and others, examining how visual communication shapes perceptions of women's roles in society, from the early 20th century through to the present day. It discusses the shift in media's portrayal of women, the rise of feminist movements, and the ongoing challenges of gender stereotyping in visual culture. The essay also looks at the impact of technology and innovation on media representation, and how this has altered the perception of women in various roles.

Representation of females throughout a century of visual communication design

Table of Contents
Are Representation of females throughout a century of visual communication design...........3
References........................................................................................................................................6
Are Representation of females throughout a century of visual communication design
Visual communication design or graphic design is collaboration of creativity, visual arts
and technology required in order to communicate. From centuries there has been great

contribution of females in visual contribution. By controlling the colour, type, motion, images
and symbols a talented designer can transformed into beautiful visual communication. This
method in earlier period is mostly used in describing the advertisement through the posters.
John Berger's has described in his book Ways of Seeing which starts from descriptive
information about the the communication. This information was related to 'Art'. They explained
in terms of communication as Always see before you say. It means creating a description about
the idea from looking and then approaching to the final words. Gender plays a great role in
advertisement purpose. Advertiser need to concentrate on the gender relationship in order to
make the communication at glance. Through this they can easily demonstrate their theme and
idea. Female behavioural intention a showcased clearly through the transformational message.
Feminism is has been used in the battleground as the campaigned in the posters and newspapers.
The Imperial War Museum has also demonstrated the roles of women in many places like in
branding, packaging and advertising. The main reason behind using the feminine role so that
without being in contact they can easily influence more and more people.(Hall, 2013. )

According to Hall, “Representation is the production of the meaning of the concepts in
our minds through language. Also Robert Barthes in his books describes about the Langue and
parole means language and speaking as the important factor in communicating with the people.
Sterotyping is the negative term used to refer the misleading representation of the society. Media
uses this stereotypes to so that thier idea scan be easily underdstood by the explorer. This also
helps them to culturalism can also be covered. There is great impact of the adopting such
principles in the communcation. Media portray women in order to attract more costumers.
(Hall, 2013. )
According to the historical analysis in 20th centuries women started appearing in the magazines.
This transformed the ideology behind the female to used as form of advertisement. Semiotic
theory is used to describe more clearly about the using the interpretation made by the interpreter.
Using referent, object and the meaning the interpreter explains his ideas. Morris have described
the semiotics as the sign and meaning in 3 different ways these are:
 The person able to understand about the sign.
 Then person can analyse the sign and his response towards that sign
 The actual response.
In Communication semeiotics theory, the sign, its creation and how it depicts the meaning of
communication to people.

Over 15-20 years now the role of the media has changed due to more technology and
innovation. Television is using the feminine power in order to convince and influence the people.
Media has utilized this sources in many ways. They new that feminine power is more influential
than man. In 21st century also women are required to promote about many things. “I’ve been in
this field for more than 30 years,” said co-anchor of Today Ann Curry. “I’ve heard a lot of
stereotypes.”(Asher and Fatima, 2014)
Gender stereotypes examples are given below. It can be based on the personality traits,
this depicts shyness , passiveness and submissive behaviour of the women. As women are well
organized then the men so expected role of convince goes to the women. Domestic behaviour;
there is special attachment of every person to the good behaviour of the person. Women are
easily understood while men are tough in describing the ideas. Occupation; this mentality that
women works at hone and does not earn money has been changed through this promotions and
advertisement. At last comes the physical appearance; women are more attractive then the men
so more influence on the public is due the women.
Gender stereotyping is related to does not relate all such aspects which are faced by the women.
They are considered equally at the work time. Feminist movement in 1960 gained large

supporters in order to avoid the gender discrimination. The social and the economic supported in
order to feminist movement. This is created in order to reduce the women inequality and improve
the traditional gender stereotypes concept. Through mass media many people are conveyed this
massage to million of people. Reinforcement theory describe more about the media. This is
related to thinking of the person his mentality and possible behaviour at that
situation(Han,2015. ).
Semiotics model:Semiotic is a study of signs. Where with the help of this study person
should be understandable signs and object languages. Semiotic model is communicate what signs
and objects indicates in society. Sign concept is a way to drawn from semiotics a sign is anything
that for something else in the production of meaning. It may includes words, photographs sounds
and gestures. Sign , object and interpreting where these elements are helpful to represents signs
actions. In the context of this report women are treated in past era as like slave where man are
forcing for doing job and women have to followed their instruction. In past era men are being a
rough guy where they harass women and miss behave with her. in historical time women does
not have any authorities women is very week in past years so men are treated her like objects.
According to this report in past era women have no choices and they have to being a slave. In
past era women poster is visualized as a slave and object. Which can be able to fulfill their men
need. After some time men are realized women is the only one where it can fulfill their needs. So
in that situation men are providing better treating women as much as they can. John Berger is
saying women has been to be born within an allotted and confined space, into the keeping men.
Which means only men is only one who guy where supporting women and keep them into some
boundaries(Mazur, 2013. ).
As per the context of Rolland Barthes the men and women both have the enthusiasm for
each other, their attraction between them is a natural thing which can not be avoided by any one
of them. But he believes that women can be only in the home, she can not work independently,
for her family or for herself. So many people have this kind of thinking but one the other hand
this is also true that each person have to pay for their things and transaction of each things is the
need of life(Modleski, 2014.).
John Fiske has stated that there is a theory of strong textual emphasis and there are 3 points
from which the person can be influenced. First is studies about British culture, the another one is

film theory of feminist psychoanalytic and the 3rd word is established in 1970 as movement of
women. This theory have a strong vision and critical interest in women's culture.
In after some times women are comes in factory where they can able to work with mens.
When they had came to the factories, the local people shown their anger on them, they have a
mentality that the woman are slave and they can with them whatever they want. The woman did
so much work for them and the people who are in the senior authority of those factories, had
criticized the woman with a bad manner. They had treated the women like a slave. The condition
of a women in past time was so bad, they had not any rights to hold their self-respect between the
other people(Nicholson, 2013.).
In context of women power is based on of working efficiency of women. Where she can able to
step ahead with men to men. She will do any kind of work in their home or else workplace. In
present era women make some innovations and creatively doing their job. She build up increase
performance capabilities. (Kumari and et.al., 2016). According to current year women and men
both are the equally treated. Other people were visualize her like in positive manner. where in
present era poster visualization is aid to spread information of women empowerment in society.
Which can be create render impact on the public . Dependent women have build respect in
current marketplace with the help of their working efficiency.
According to past era, this time is good for women where in present year women have
provide freedom to their job and also provide choice of chosen job where it can able to do their
job or not. In current era women are self dependent and their is nobody can control over their life
and other people should have to respect their job and values(Wilson,2016.).
References
Asher, S.N. and Fatima, S.K., 2014. SocioPolitical Empowerment of Women through Micro Fina
nce. The Journal of Humanities and Social Sciences. 22(3). p.67.