In today’s society, consumers expose themselves to thousands of advertisements every single day; yet, many fail to realize the effects that these products being sold by advertisements have on certain groups in our society, particularly women. Specifically, advertisements today do not just sell products; instead, they sell the impression that women are objects of men, especially in a sexual sense. As a result, it is important to understand that the constant sexual objectification of women in advertising has led to a change in our society by creating a culture that strives for the unobtainable image of beauty that consumers see on advertisements
Longaker and Walker identify how dehumanization effects emotion by discussing, “The Nazi pogrom, Jews were often made to do disgusting things—scrub toilets, relieve themselves publicly—to make them seem less than human and more deserving of cruel treatment and even mass extermination” (212). Similarly, advertisements can dehumanize individuals, like women, by portraying them in grotesque situations or environments. As a result, a society lessens respect for these individuals and creates a mentality that fosters abuse. Kilbourne tries to illuminate this issue by presenting various advertisements that are suggestive of women, and elaborates on the effects these advertisements have on society. For instance, alcohol companies tend to target women with advertisements like, “A chilling newspaper ad for a bar in Georgetown features a close-up of a cocktail and the headline, ‘If your date won’t listen to reason, try a Velvet Hammer’”
“Two Ways a Woman Can Get Hurt,” written by Jean Kilbourne, who is an award-winning author and educator, is best known for her lectures on the effects of media images on young people and specifically young women. In this essay, Kilbourne discusses the ways advertising constantly uses images that make sexual and violent situations against women and children increasingly normalized in our society. In order to support her argument, the essay is heavily filled with images of these particular advertisements that portray the sexual exploitation of women and children. Overall, the author uncovers that these advertisements do not promote self-love or confidence. In fact, these constant messages invoke self-hatred and open contempt among young women.
Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
Dehumanization is the process through which someone asserts control and power, treating the person as an inanimate object with no dimension or surface; becoming an object means being acted upon rather than being the active subject. It is easier to be violent to someone who one already feels power over. Dehumanizing women and men is similar to pornography, where either violence or status (men over women) promotes “power over other” (Kilbourne 420). According to Jean Kilbourne in her essay, “‘Two Ways a Women Can Get Hurt’:Advertising and Violence”, advertisement is portraying women’s body as objects that both lead to dehumanization, violence, and mistreatment toward women. Considering the opposing characterization between males and females, femininity refers to submissiveness and vulnerability that is often depicted in advertisement.
Women are known to be beautiful people, but ads take the beautiful and makes it all sexual. Women aren’t treated as people they are used as objects, their bodies are turned into things, all for what the company
Position of Women in Advertisements The average American will spend around a year and a half of their lives watching television commercials (Kilbourne 395). Presently advertisements are controlling our everyday lives. In Jean Kilbourne’s article: “Still Killing Us Softly: Advertising and the Obsession with Thinness”, she discusses how advertisements negatively portray women.
As well as feeding off of the sources and material presented earlier in this paper, the analysis to come will also use Erving Goffman 's categorisation of gender to analyse how the women (and some men) are depicted on the front covers of Playboy and Good Housekeeping within said timeframe. In his study Gender Advertisements (Goffman, 1985), Goffman gathered hundreds of advertisements from magazines in various positions and poses and analysed poses and how they portrayed masculinity versus femininity. His way of analysing advertisement differentiates itself and makes a broader distinction of what is considered sexist or not, by showing much like the Heterosexual Script earlier on in the paper, what was considered appropriate roles for men and women. In Goffman 's ' analysis of advertisements, he suggests several variables used when analysing a depiction of both men and women.
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.
For almost a century, advertisers have appealed to and or contributed to women's insecurities in hopes of being able to sell them the product. An example of this is in 2009, an Olay ad for its ‘Definity Eye Cream’ showed a former model who was 62 years old, looking wrinkle-free and a whole lot younger than her age after using this Olay beauty product. Turns out the ads were retouched. Digitally altered spots were made in the ad, creating not only a bad misrepresentation of Olay products, but the ad's potentially gave a negative impact on people's body images(Sweney).
“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.
Advertisements sell values, images, love and sexuality. Over the years advertisements have attempted a wide variety of advertising approaches like humor, sex, emotions. Advertisers use one of these appeals to ensure that the targeted audiences receive their message. The media’s framing of women in highly restricted and negative ways is a global phenomenon that cuts across all cultures and has endured a long passage of
Advertising in America slowly became part of our culture. It started off small with pamphlets promoting local candle makers to now, with multimillion dollar ad campaigns for McDonalds. From high end fashion labels assuring “sexiness” to the latest cellphone company promising “sleeker designs,” the media bombards society with ridiculous advertisements. As my generation grows and learns, we see our environment flooded with ads saying the same empty words. Even though we have become cynical towards the propaganda, we still give into it and buy materialistic objects to fil the void.
In this essay I will be discussing how femininity is represented in contemporary advertisements. Evolution of Female Roles in Advertising
Introduction Contemporary advertising surrounds men and women from every angle. Brands target consumers in magazines, on television and on the street. In a digital age, they have relished the opportunity to promote their products and services on social media apps and streaming sites. The idea of mass communication indicates a transfer of information to a large group of people. However, today’s advertisements are intent on purporting specific roles and social groupings that are gender specific and rigid.
Understanding gender and sexuality as socially constructed categories is important because it helps people understand a certain group. Gender and sexuality is expressed in many categories and people must be careful not to mix people in the wrong category. Simply because one expresses their sexuality different from another person does not mean they should be bashed or treated differently. Sometimes it does not matter what you identify as, who you identify with, people will always judge you, so its best people just do what they want. Putting gender in a category helps others not stereotype them as something they are not.