Sexual Objectification In Advertising

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Introduction The following study will examine whether there is sexual objectification of women in international marketing communications. The author will focus on several academic papers related to the sexual objectification of women in advertising including: ‘The Sexual Objectification of Women in Advertising: A Contemporary Cultural Perspective’. ‘The Effect of Thin Ideal Media Images on Women’s Self-Objectification, Mood, and Body Image’. ‘Women as Sex Objects and Victims in Print Advertisements’. An Alternative View. A scrutinisation of the documentary ‘Killing Us Softly 4’ by Jean Kilbourne will be made. A critical evaluation/conclusion will also be produced. According to Heldman (2012), sexual objectification can be defined as “the…show more content…
The research found that respondents agreed women are portrayed as sexual objects in advertising in both studies but were less offended in the 2000 survey than the 1991 version. Their viewpoint on the advertising had little effect on their purchasing intention in stark contrast to the earlier survey. The women’s movement was revived in the 1960’s, which has consistently led to criticisms of scantily clad women on display in television, magazines, and personal computer advertising. Female models and actors are used to promote every type of consumer product or service. From the 1980’s it became impossible to escape the world of sex. Sexual imagery began appearing in magazines and advertisements with suggestively dressed women continuously placed on prime time television, movies, music videos, and commercials. Cosmopolitan magazine were responsible for containing hundreds of half naked women, sexual anecdotes and Kama Sutra instructions, an ancient art of sexual intercourse (Zimmerman and Dahlberg…show more content…
The study carried out explored the effect, magazine adverts containing thin females had on a group of women aged 18-35. There is serious pressure on Western civilisation women to have the ideal thin body in order to be considered beautiful. Body dissatisfaction is prevalent in young women who seek to pursue weight loss. The mass media are considered to be the most persuasive tool in creating the thin body ideal. It is believed that fashion and beauty magazines are the most culpable in encouraging the thin ideal in women. A lack of diversification of body types suggests that being thin is the norm and any deviation from this suggests an abnormality (Harper and Tiggemann
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