It seems that for centuries women have been used by men. Some of the world’s most powerful sources, like the Bible, even suggest that women were literally made for men, which makes it no wonder that media advertisements today objectify women. One of the worst offenders of sexualizing and objectifying women is the fast food industry, particularly Carl’s Jr. One of their most ignoble ads is the “Borderball” commercial. It depicts a women’s volleyball game occurring over the Texas-Mexico border because the two teams are settling a disagreement over a burger’s identity: Texan or Mexican.
After watching Kilbourne’s video clip, I would have to say that I agree with her critique. The advertisements show in television and magazines depict a certain image of how men and women should act within our society. Men are supposed to be more aggressive and strong and muscular while women are supposed to be slim while still having big butts and/or breasts. Take a commercial for Victoria Secret, most of all the women being showcased are slim giving an impression that only slim women can be sexy. Even when certain advertisements present what they consider to be “curvy” women, those women don’t even come close to what is a real world “curvy” or ordinary woman.
Alyssa Sardelli Gender and Sex Roles Angels Trias-Valls 6 February 2015 Ad Analysis Assignment The advertisement I have chosen to analyze is from BMW, the car company, which was released in 2002 (Lixil Graphics Ltd.) in Italy (MayDream, INC.). The advertisement is of an undressed man and a woman wearing only a black bra, in a bed, in which are clearly engaging in sexual intercourse. The man is on top, and the woman is on the bottom. The advertisement, other than blatantly using sex appeal to attract the public to the advertisement, has caused a lot of controversy over the fact that the woman has a magazine with a BMW vehicle, which is printed across a two page spread, completely covering her face.
Various forms of media is present all around us. One of the social cultural aspects particularly influenced by the media is body image. Most of society, with the majority being young women, develop their body image in accordance with the ideas portrayed by the media. The media promotes an ideal image of both men and women and how subconsciously they promote messages that encourage the sexualization and dehumanization of women, while asserting dominance of men through violence. Advertising contributes to people’s attitudes about gender, sex, and violence.
In the present day, women are seen in an exceedingly overwhelming majority of advertisements and the media. we are able to see them obtaining degraded, dehumanized and Marginalized through the media. thus I accept as true with the above statement. The Canadian documentary “Miss Representation” reveals the negative and limiting images and women and ladies, significantly in media. It attacks the objectification of women in advertisements.
In the Sixties sexism was a widely accepted part of society but not in modern times. Commercials still stereotype women today but not nearly as much as in the Sixties. In the 1960’s Folgers Coffee commercial, the husband’s attitude towards the wife, Papa Eddie’s interaction with the woman, and the woman’s reaction to the men reveal the sexist attitudes of the time period. The husband’s attitude towards the wife gives an example of how women were perceived at the time.
Images of women have been used to sell products and send subliminal messages since we could remember. Today, it has become apparent that the way these women are photographed and used for advertisements is creating a concept that women are just objects. Over the past few centuries the objectifying of women has only increased. When television was first invented in the 1950’s families would come together and spend time watching their favorite shows. One thing the shows on TV during the 50’s has in common in are the stereotypical gender roles with no sexuality application.
The media's misogynistic portrayal of women is hard to ignore. When we turn on our TV, walk down the street, plug in our earphones, and the images bombard you. In our society, women are portrayed as highly sexualized beings that evoke feelings of fantasy and desire that are shown in all aspects of media. Our culture damages girls and women from a young age and makes them believe that being strong, smart and accomplished is not enough. This causes women and especially young girls to see themselves and use their bodies as objects.
The commercial that DEVOUR made called lunch spank is a commercial that features comedy in a controversial aspect. The man talks to his food intimately and in a sexual way talking about how good it is supposed to entice the customer talking about just how good it is. It also grabs a target audience such a millennials because of the wackiness of the commercial itself. The weird but attention grabbing humor aspect is something that most millennials are enticed by. It is quite effective in persuading customers to buy the product because of the mixed comedy, questionability, and weirdness.
Selling and advertising have always been a huge part our economy and its importance cannot be overemphasized as it contribute to production and distribution. Of keen interest is how advertising is done and this analysis measures up the use of gender roles in today’s media to carry out advertisement. Femininity has been used to convey beauty, class, attention to detail while masculinity is on the other hand used to show protection, strength and maybe power. Those are just few example, marketers have gone in to exploit the roles and customize it to their product. The target market and choice becomes the deciding factor.