This is not to say that men are never objectified in advertisement because they too are captured with a woman concentrating on a certain body parts rather than the man himself. These images might be funny to see at first glance but either way there is no right in objectifying any human being. We, as consumers, buy these products because we believe in the messages these products, in essence, send off. We become obsessed with turning our bodies into the body of the bikini model on the cover
The majority of modern society’s advertising conveys an oppressive message to American women. In advertisement campaigns, women are typically only considered and marketed as beautiful if they fit a very specific mold that society has created. Women who don’t fit this mold of being feminine, thin, and pretty are shamed and encouraged to change. However, it isn’t just the “ugly” women who are shamed in the media. There is a consistent message that runs throughout advertisements that suggests that women are lesser than men, and that they exist solely for the benefit of men.
Is this really how we want advertisements to make us feel? When you think of the western world, objectification and insensibility should not be the first thing that comes to your mind but by promoting the sexist advertisements, this concept is not uncommon. Most of the models in ads are shown as sexy and leave little for imagination, and this can result into women thinking they need to be alluring in order to get attention. It is not unusual to see naked body parts often even without a face, which wants to show a women’s body is more important than their ideas, knowledge and talents. Women are already not well-represented, and partly due to these ads, they have to fight extra hard against the idea that they do have brains behind their bodies.
In today’s business world, women are used as an object to attract consumers’ attention to the products that firms sell. They are exploited as a marketing instrument in a wide range of firms’ activities. Womenappear as a sexual object in any kind of advertisement or as an attractive material standing nearby a product. Sometimes firms use sexual sales women to facilitate the sale or to attract consumers’ attention to the firm or product. Particularly, it is very common to use sexually attractive women in advertisementsregardless of the product is related to sexuality.
I am disgraced by the number of sexist ads that are displayed by the advertising industry in this society. Advertisement is multi-billion-dollar industry which is ever growing and over evolving. However, the way in which advertisers display their products and message still hasn’t changed. In this society, we strive for gender equality, but we are still bombarded with advertisements that are fixated on the objectification and sexualisation of woman. These ads violate the code ethics that state that ads can not discrimination or sexualize a group of people.
Nowadays, not only in the advertisement industry, but everything has sexy appealing and everywhere. For example, on television, the internet, magazines and poster. In the article, “ master of Desire: The Culture of American Advertising” Jack Solomon agreed, “ Sex never fails as attention-getter, and in a particularly competitive, and expensive era for American marketing, advertisers like to bet on sure thing” (172). The aspect of advertising can be anything and there are no limits. Men and women are sexy exposed to advertisements, and weather people think they are or not.
However, there is a world of difference between the objectification of men and that of women. The most important difference is that there is no danger for most men, whereas objectified women are always at risk” (Kilbourne 467). When a woman becomes an object, there is an increase for her to be violated through domestic violence and rape. In seeing a woman as an object rather than a person puts her in a position powerlessness. Kilbourne later explains “In the Diet Coke ad, for instance, the women are physically separated from the shirtless man.
In advertisement and marketing, you are supposed to make people think “Wow, that is interesting” or compose publicity that is appealing to the eye, in order for the product to sell. If you have great displays, then the more buyers you get. What people who work on advertising companies are trying to do is to captivate you, draw you into their publicity, even fascinate you. Every so often, this posters they use for publicity are offending to a certain social group. They are offending different races, certain social classes, men, and most commonly and what has been happening the most, woman.
Now, being 2017, the time of male dominance is over, therefore, this old habit of portraying women only as sexual objects should be stopped. Undoubtedly, female objectification in your commercials has significantly negative effects. Among the list of repercussions, there are depression, body shame, appearance anxiety and eating disorder. Female objectification in your ads has made not only women but also girls feel pressured to follow the beauty standards of our culture and willingly change their faces and bodies. When women and young girls internalize an observer’s perspective of their bodies, they live under the imaginary third person’s standard and this is very unhealthy.
This could be the rough preview of the intended audience of the ad, or the type of consumer the advertisement would correspond with. In these ways the gender stereotype is clear as it’s assumed that the men would work with chainsaws, proving them to be the tougher sex, hence showcasing the true toughness of the consumer which is the glamour cast by the product itself. The same correlation could also be made with the portrayal of culture once again. The male in the picture states that the Arab society is male oriented, and if the advertisement were a real life scenario, the woman would be found inside the tent. Another hint which leads to a connection with culture stereotyping would be the rug which the man is kneeling upon.