Cop2 - Essay Question Research

For my essay question I knew I wanted to go down the route of advertising as this is what I'm interested in, I also knew I wanted to challenge stereotypes within advertising for example gender roles, sexism etc...

Before jumping ahead of myself I need to establish my question before going straight into the practical element of CoP2. 

I started to research into women stereotypes looking at this idea of how women are degraded to sell products within advertising. 

This past advertisement with the caption 'You mean a women can open it?' is very degrading as it's basically saying women are weak and they wouldn't be able to open a bottle of ketchup... which isn't true. 

Lynx as many people know is a product for men selling toiletries. Quite a recent advertisement this is very degrading showing the women dressed in a swimming costume with the caption 'the cleaner you are, the dirtier you get'. In my eyes this is degrading to women as it is not only sexualising females but it also uses them as a product. 

I guess the use of headlamps is also referring to the woman's breasts within the advertisement, also there is no need to use the breasts within the advertisement as the advert is about a car trader, the breasts are there to attract attention.