Particularly, it is very common to use sexually attractive women in advertisementsregardless of the product is related to sexuality. The use of sexual women images in advertisements is so widespread that such images are found in the advertisements for most product types from clothing to motor cars, from cosmetics to furniture. It is an interesting choice to expose a women’s body when trying to promote a hamburger. This type of advertisement is a way of downgrading women and objectifying them. As Bai states “The Guess advertisement from Maxim has the women aware of being wathced and posed to reveal her sexual prowess.
It is at the discretion of advertisers to undertake more moral responsibility in relation to the portrayal of females in advertisements. Consumers are often unable to view the product or service being advertised as the focal point centres around a semi naked female protagonist. It has been proven that sexual advertising grab’s consumer attention and marketers will push the boundaries to sell a brand. The investigation discovered that young, educated women accept the objectification of women, where previously this demographic was the most critical of such practices. Objectifying women has become socially acceptable and most consumers will not find these adverts surprising, alarming or dangerous (Zimmerman and Dahlberg
Killing Us Softly In today’s society, according to Jean Kilbourne, equality between men and women seem to be almost non-existent. As shown in Kilbourne’s talk series, it is widely believed that this is a man’s world, which had valid points. We are so used to seeing degrading images every day and degrading images of women that we simply overlook these things, which becomes normal in our lives. Advertising agencies surround us with this stuff day in and day out. Also seen in advertisements is sex portrayals which not uncommon to find.
It is also becoming more popular to see commercials containing sexually explicit content, which often target woman. These commercials show women being objectified and taken advantage of by being presented as a “fantasy object.” One very casual use of women is found in the industrial market where they’re taken as calendar girls and other forms of brand advertising. The increasing popularity is proof enough that sex sells, but the question that lingers is why sex sells and what audience sex appeal mainly targets.
Advertising is displayed all around the world for everyone to see and it sometimes gives a bad message to the viewers. Advertisements tell us that there is only one dominant way to be feminine and only one dominant way to be masculine and if you do not conform to these gender codes that is not considered normal. Unfortunately, I have caught myself following these gender codes that are shown in advertising, it has affected me with the way I see people and myself. By using a sociological perspective I have started to look into the advertisements that I see and understand how women are portrayed as helpless and weak while men are portrayed as powerful and dominant. I also looked into how advertising supports hegemonic masculinity, which is the idea of masculinity being dominant.
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.
In this society, the equality which stands between men and women is almost non- existent. It is widely believed that we live in a man’s world. Even something as common to our culture as the English language stands guilty to the possession of a rape content. With the “language of rape” surrounding our everyday lives and yet still being ignored as an issue seeking attention, it is common for many people to overlook the equally degrading images in which advertising agencies surround us with day in and day out. “Advertising contributes to people’s attitudes about gender, sex, and violence,” states Jean Kilbourne in her article, Two Ways a Woman Can Get Hurt With advertising agencies standing by the notion that “Sex Sells” it isn’t uncommon to find sex tied into a number of advertisements seen everywhere on a daily basis.
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.
I cannot imagine the kinds of effects it will have on the next future generation if it continues this way. These advertisements are giving men the wrong idea that they have complete control over woman’s bodies, and for woman that there only purpose is to look good and desirable for men. Our society has to change before it gets worse for our next generation of
“Sex sells”. Human beings have priorities; food is one, and sex is another. During the entire history of advertising, brands have used sexualization and objectification in their ads, which could lead to self-esteem issues and eating disorders. As said before, sex is one of the human’s priorities, so it is not for it to be attracted by these types of advertisements. Because of this, we know that banning this would be nearly impossible.