Are men and women equal? Do we see them the same way in photography? After all, women are from Venus and men are from Mars, right? Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an Original Essay In this essay I will discuss what gender is and how gender equality has progressed and developed in recent years. I will talk about what feminism is and I will also talk about how I think gender has an effect on advertising and fashion photography and what effect this has on society and how we see ourselves because of the photography that is put out there. exposed to the public eye. The topic of gender is an extremely strong topic as many people have very different views on how the two sexes should live their lives and how they should associate with others throughout their lives. Gender in advertising photography today is how we unconsciously influence people within society and create a false stereotype in their minds where they feel the need to exceed. While the use of female models in advertising photography practice is very common, male models are now common practice among advertisers. A very important topic within advertising photography is how it influences the world's youngest women on how they should look, this topic has created so much conflict around the world about how advertisers should not use "unreal" looks to advertise their products. But what we don't keep in mind is how these images equally affect the men around us. Advertising dictates what modern man should be like, how he should treat women, how he should be successful, they have the same effect on women as they do on men. After doing a lot of research on multiple different topics, such as suicides within the famous industry, the specifics of being a model, the uses of models in the fashion advertising industry, the number one cause of all of this is photography and the way it gives society an image of “how you should be.” they are two different forms of gender signaling, the first is feminism. After doing research on the topic I found this website https://www.forbes.com/sites/kathycaprino/2017/03/08/what-is-feminism-e-Why-so-molte-donne-e- men-hate-him/. The website helped me understand what feminism is. Feminism is when a person does not agree that both sexes should be different, believes that a woman should be completely equal and have equal rights than a man. Feminists believe that feminism will create equality. There is also a society dominated by the idea of ​​patriarchy, this is a male dominated society, communication is filtered through men and therefore means that in this idea men are in control. What effects does photography have on society? Photography is a form of expressing emotions through people's eyes. Everywhere you go you will always see some form of photography, whether in a newspaper or on a billboard. I personally think that images have become a way for people to escape reality into a sort of dream world. As Ansel Adams once quoted: "In photography there is a reality so subtle that it becomes more real than reality." What influences society? I think the answer to this question is photography, photography influences modern society. Everywhere we go there are photographs advertising certain products and services, I have the feeling that this pushes people to dress and look likemodels in advertisements. For example, if someone sees a picture of a man or woman wearing a new coat, they are immediately attracted to the coat and feel like they should buy it. Another example is when people see a picture of a car advertisement, they feel they need the car to look "cool" and attractive. If advertising didn't contain photographs, people would buy the products as much as they do. What is an audience? An audience is a group of people to whom you are trying to advertise your product or service. By finding out what these people like and appreciate, you can advertise your product to them very effectively. What is advertising photography? Advertising photography is a photograph used to promote a product or service, by doing this correctly many people will want to purchase the service you are trying to sell. How do these two topics connect? When doing any form of advertising photography, whether advertising a car or advertising a make-up, your audience is obviously the main subject. You want to impress these people with the photographs you use to advertise a product. So what is gender equality? In principle, gender equality is one in which men and women have equal rights, equal responsibilities and equal empowerment. Gender equality is trying to alter the structures of society, for example women are sensitive and weak and should work in a domestic environment, while men are strong and powerful and should work in industrial environments. Unfortunately, even for us today, Men and Women Women still have stereotypical views, which still makes them unequal. The fight for equality between men and women has been an important issue for years. But there was a time when men and women were very unequal, the biggest difference was when women didn't have the right to vote. Obviously, deference between men and women has been a big problem for years and years, but in the end, women have gained. the courage to start fighting for their equal rights against men. It all started in 1848, many women and even some men decided to get together and discuss issues related to women's rights. After much discussion, they decided that women were individuals who deserved to have their own opinions and rights, including the right to vote. When the Civil War began things stopped, but after the war ended the discussion about women's rights was resumed. raised again, along with the right to vote for black men. In 1869, a group called the National Woman Suffrage Association formed and began fighting for an equality amendment between men and women. After years of trying to fight for the right to vote by saying "men and women are equal because they were created the same", they decided to change their strategy and fight for the right because "women are different from men". This argument helped many political agendas, for example temperance advocates wanted women to have the right to vote as they thought it would activate a massive voting bloc on their behalf. In 1867, John Stuart Mill designed an amendment that would have given women the right to vote on the same terms as men, but unfortunately it was defeated by a vote of 194 to 74. move forward and fight for what they wanted. After 1888 women gained the right to vote in numerous small council elections. On August 18, 1920, the 19th Amendment to the United States Constitution guaranteed women the right to vote. On November 2 of that year, more than eight million women in the United States voted for the first time in the election. It took more than 60 years for the other 12states passed the 19th Amendment. Mississippi was the last to achieve this, on March 22, 1984. While this was a huge step in history, it was also a big step for photography as photography captured the entire process of empowerment and women's rights. This means that women started to appear more prevalently in photography, which means that types of photography such as fashion photography started to be produced more often. Gender is something we see in photography all the time, but it may not initially register in our brains as to how much of an impact the gender in the photo has on it as a whole. When we look at images it is normal for us to see women in heels and beautiful dresses. And seeing men in suits and ties. But obviously gender influences all genres of photography in different ways. In the 21st century, advertisers have exploited the differences between men and women to create conflict and create sets of persuasive images for audiences. Not only do advertisers themselves view men and women differently, they also bring different aspects to advertising photography, as having a man in the image versus having a woman in the image has a completely different meaning. There have been many studies done to try to claim that women are "better" than men. There were also facts that showed that women were better than men in some aspects, such as stamina, but the studies mainly focused on the differences between women and men, rather than similarities. It is very normal these days to see a beautiful and attractive woman appear in an advertisement for male customers or a perfect and flawless woman in an advertisement for a women's product. Many magazines often divide the audience into female readers and male readers. There are separate magazines for boys and girls, and their content and language are often gender stereotyped (Willemsen, 1998). Some famous magazines like Elle and Bazaar provide famous fashion for women all over the world. It seems that magazines like Playboy and FHM have excluded female readers and focused only on supposedly male interests. With the development of mass media, the focus has shifted from advertising in newspapers and magazines to advertising on radio or television. Images, music, characters and elaborate plots can be very effective persuaders, while language remains fundamental as a communicative device in human society. Previous scholars have conducted quantitative studies on gender. While doing my research on some advertising photographs, I came across a photograph called Jo Uriarte. Uriarte has produced a series of images in which he names 'Men under the influence'. This series of images shows heterosexual males dressed in their partner's clothes. When we initially look at these images they obviously don't seem "normal" to us as the men are not dressed in men's clothing, but why do we think this way? It's because we've been told for years that men and women have certain types of clothes they can wear, so when we see someone wearing something that doesn't conform to this it seems unusual to us. Below is an image created and shot by Jo Uriarte. In this photo, he got a male figure dressed in women's clothing and the setting of the image is in a kitchen. I feel like this image is trying to fight against stereotypical views about men and women as most people believe that women should be in the kitchen. I have the feeling that the photographer is using this image to try to push forward the idea that men and women can do the same jobs and that there shouldn't be anyjobs assigned to a certain genre. Below is another photograph, this photo was taken by Rion Sabean, the name of the image is "Men-Ups!". In this image, we have a man holding power tools, which is stereotypically classified as a "man's job." But the twist in this image is that the man doesn't have a very masculine pose. The man's posture is very feminine, which once again makes me think that this image was created to try to contradict the "stereotypical" vision that society has. I feel like both of these artists decided to go against stereotypes in advertising. They both did this successfully and I feel like their images are quite powerful and have a lot of meaning to them. A very famous fashion photographer who believes that gender has a big impact on his images is Richard Avedon. The very famous American fashion photographer, was known for breaking the boundaries of photography in the world of fashion and politics. Ranging from work found in Vogue to the New Yorker, Avedon managed to capture the raw emotion and a unique essence of his subjects that many other photographers have failed to do. Many of Avedon's works consist of fashion photographs advertising many dresses, as you can see in the image above Avedon used an attractive young woman to advertise this flowing, flawless dress. When we initially look at this image it seems normal, a woman advertising a dress. But why can't we have a man advertising a dress? I think this is because the woman is classified as elegant, so she is there to work perfectly to advertise a beautiful dress. Richard Avedon was passionate about photography and dedicated his life to capturing the reality of his subjects. He is one of the most famous photographers of all time thanks to his revolutionary photographic techniques and drive to transform photography into more than just images by expanding the world of fashion and transforming the photographic genre into a unique art form. Another famous fashion photographer is David La Chapelle. Who is Lachapelle? David Lachapelle is an American photographer best known for his unusual commercial fashion photographs, such as Angelina Jolie. His work is often full of humorous observations and are often very provocative. Lachapelle often uses a high amount of nudity in his advertising images. Helmut Newton added: “A lot of the nudity is just gratuitous. But one who makes me laugh is David Lachapelle, I think he's very brilliant, very funny and good." Being an enthusiastic user of pop culture, Lachapelle also draws inspiration from art history, happily using iconic compositions or poses in his images. His images are featured in the collection of the Los Angeles County Museum of Art, the National Portrait Gallery in London, and many other famous art galleries around the world. As you can see from the image above, David Lachapelle's images contain bright, colorful subjects and backgrounds that make the images stand out from any other fashion photography I've seen before. In the image I selected you can see Cleary has used a woman and child as subjects in the image. The background created in the image is what looks like a residential complex. I feel like this image uses a lot of connection created by stereotypes, using a woman in a domestic setting. In the pictures both girls are wearing pink, I feel like she used it because the color pink is "classy" as a feminine color. Above is another of Lachapelle's images, but this image is the exact opposite of the first image I showed. The woman in the image is wearing very feminine and revealing clothes. But then he has one in his hand.