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
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.
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.
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.
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.
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.
“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. “Sex in advertising is pornographic because it dehumanizes and objectifies people, especially women …” (Kilbourne, 271). The objectification of women in our society is more prevalent than many would like to believe. Women being portrayed as passive, easy, innocent, needy, submissive and dependent beings create an understanding that women are less human than men. “Turning a human being into a thing, an object, is almost always the first step toward justifying violence against that person” (Kilbourne,278).
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.
Gender stereotyping continues to boom in society today. The advertising and media world play a chief part in perpetuating the nature behind gender roles and it is society as a whole who choose to receive it as a norm. A wide scope of portrayals of men and women exists in advertising, however masculine imagery traditionally depicts athleticism, strength, activity and competitiveness whereas feminine images suggest submissiveness, beauty, dependency and sensitivity. The Britax Decathlon’s car seat advertisement and the Californian beach-estate property advertisement both exemplify the stereotyped representation of gender roles in society: the female toddler dresses up in pink, is only concerned with her accessories and plays inside, where as
There are so many images of men and women in the media today that it certainly has an impact on the viewer’s thoughts and sense of identity. I’m going to solely focus on how femininity is represented in contemporary advertising. Types of Stereotypes in the mass media Commonly in the mass media, such as movies, TV shows and advertising women are generally portrayed with certain stereotypes. Women are often stereotypically shown as playing dependent roles to men, lesser beings to men and as sexual objects. According to research carried out by Steve Craig, in commercial advertisements women can be portrayed in several different variants.