ther ad is by Savvy, a jewelry company who's slogan is "be Brilliant" depicting unclothed female bodies with an example of their jewelry draped on them. Not only does it remove the humanity in the picture, it gives the impression of women's brilliance radiating only from the stones that they must wear. Another example is the Liz Claiborne clothing ads that equate style with life literally. Again and again the female society is pelted with the images of women's self worth derived from their outward appearance. The final concept that I observed was that of tokenism. The working women of the 90's is becoming more and more accepted , but magazines still cannot seem to divorce themselves from the concept that the work place is just another medium in which their consumers can display themselves. They feel obligated to include the token working article, but it is often in the form of the latest style of working clothes, like the article in Cosmopolitan titled "the Great Little Office Dress" Little being the operative word in that sentence. They promote the importance of not conforming to a man's world by dressing like a man and the necessity to maintain a feminine image, yet the image they depict as desirable is one of short skirts, sleeveless tops, and high slits up the front and back. The advertisements that were not utilizing gender stereotypes seemed to fall into any of the following categories. First is the values surrounding the home, the family, children, the elderly, and what ever else in normally included with those ideas. Second is the use of patriotism, and the good ol' all-American life. Somewhat included in this previous idea is the use of "reality" as meaning every day hardships, problems, "facts-of -life" as an attention grabber. Another depiction is that of the dismissal of biology, especially in the avoidance of aging, illness or unhappiness.Examples of advertisers exploiting these values and institutions aboun...
