Sexism In Advertising

714 Words3 Pages
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. The first advertisement that should be withdrawer is the Pamela Anderson for Peta ad. The Peta ad features Pamela Anderson with dotted line dividing her into sections which are labelled with…show more content…
In the ad, Pamela is seen in a small two-piece swimsuit, posing seated on a flat surface with her legs bent, leaning back on her hands and pushing her chest out, while her facial expression is empty and seductive. Through the way in which Pamela is portrayed it provokes the idea of sex and sexuality. This is seen as the ad focus on being sexy and seductive through the way in which Pamela is half naked and is sitting in an attractive and sexy position. By also linking the objectification with the way she is sexualised, it can clearly show that the woman is a sexy piece of meat which can be bought. Through the features and construction of this ad it is seen that it has violated section 2.4 of the adverting Code of Ethics. Therefore, this peta ad should be removed due to it sexualisation and discrimination through…show more content…
The advertisement features and naked woman, covered in pink ribbon and bows, sitting cross legged with a large bottle of perfume between her legs. This advertisement is clearly using the use objectification and nudity to sell it products which is violating section 2.1, 2.2 and 2.4 of the code of ethics. The Bonbon advert firstly breaches section 2.1, through objectifying the woman. This is seen through the way in which she wrapped in ribbon, which indicates that she is an object or a gift that can be consumed or unwrapped. Through this, the advert plainly degrades the role of women is our society by implying that women are possessions, rather than real humans. The Viktor & Rolf’s advert is also in violation of section 2.2, through the use of a naked woman. This is offensive and exploitative as the woman is being treated as an object for sexual desire. It is clear that by using a naked woman, the advertisers are using sexual appeal to sell the product. Lastly the advert breaches section 2.4, as it features a naked woman. Through the use of nudity and the position of the perfume, it is clear that the ad is being treated with sexuality. Therefore, this advertisement should be removed from the public eye due to its discrimination against woman. Therefore, I am I’m deeply disgusted by the way these ads portray woman and even more that were realised to the public. The degrading and
Open Document