Much of what we know about ,care about and think is important is base on what
we see in the media. These social institutions present to us and help install in us the
values,attitudes and beliefs shared within our culture.In other words,much of the
content produced by the media reflects the society's dominant
ideologies.Thus,media as an advertisement and all that industry in America,
better or worse, affect our perception of others and particular groups and even can
reinforce our stereotype and prejudice of gender or race.Through our demand as
consumers,the use of advertising in television ,news papers and especially magazines
relay to the public an erratic system of stereotypical information.The system of
information relayed through photographicimagery in advertising directly affects the
thoughts of society,on how women shood look and feel.Thus, mixing stereotypical
women of delicacy and grandeur with sex and sexuality.The mass media has
undeniably become the most influential public consciousness-shaping tool.
Unfortunately, as media plays a prominent role in highlighting situations in our
society, media stereotypes become inevitable.One of the most notable negative
impact that advertisement has to audience is enforcing gender representation
,musclinity and feminism.
Here,I examine the women appealed in patent medicine advertisement in the late
nineteenth century-a good example of advertisement refelecting a social ideology.
One scholary jornal shows the woman ,Lyndia Pinkham who had invented full of folk
remedies among them a cure for female complaints.She officially organized The
Lyndia E.Pinkham Medicine Company in 1876,with her son Will Pinkham as the
official propietor and Lyndia making medicine.She also answer the letters , wrote the
early advertising copy and wrote four-page "Guide for Women".Then Dan wanted a
picture of a...