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The objectification of women in advertising
The objectification of women in advertising
Advertising and its impact
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Analysis of Two Advertisements
One of the massive international industries in the world is
advertising. The money that it makes is inestimable because it
successfully sells, and attains most the aims of their business. It
promotes ideas and products to people using the media. A lot of people
feel overwhelmed by the huge number of ads that bombard them everyday.
It saturates every media around to meet its target. Adverts now appear
not only on television; they also appear on radio, billboards,
Internet, cell phones and numerous other ways. It can be argued that
they have a profound effect on people’s appearance and our society.
Advertising in my view is a competitive industry. Advertisers are
fierce to sell their products and work extremely hard to get the
attention from the specific audience they try to target. To do this,
advertisers need to create ideas that would interest their audience.
If a product were to be sold to a woman, advertisers would have images
or texts to show mainly femininity and also include freshness, erotica
and purity. However, products advertisers sell to men portrays that
they are powerful, muscular and in control of their environment. The
advertisers successfully sell their products making both genders
create a standard image or a fixed idea of how their appearance could
be. It is believed that generally ideas that appeal to woman will not
appeal to men in the same way. This is the reason why women appear as
objects, making themselves desirable and adored. Men however appear as
subjects, looking dominant and in control.
In this essay, I intend to examine two advertisements I have chosen
and studied. ...
... middle of paper ...
...eate our views of paradise, and sets us to live up to
unrealistic, high standards. We tend to generate answers, and create a
new image of ourselves by buying specific item.
In conclusion to this essay, the two adverts I have chosen has made it
clear how the media sell their products. They reinforce stereotypes
and successfully help men and women change their appearances. To do
this they need to create ideas or build up an image that would
interest their target audience. They make women obsessed on how to be
attractive or adored, whereas in men’s case, they would make them
obsessed on how to appear commanding and dominant. Overall, as
mentioned in the beginning, women in the advertising industry are
known as objects whereas men are known as subjects. This is how
products in our society are effectively and easily sold.
know beauty in any form”(86). We are so conditioned to see female beauty as what men
There is no denying that women are given high standards when it comes to their appearance. Advertisements make women look flawless and always perfectly groomed; no matter what she is captured doing in the advertisement. Skyy vodka, especially in their July 2010 Maxim magazine advertisement, is guilty of discriminating against woman. At a first glance upon this hypnotizing ad, the white, flawless, perfectly groomed female appears to be in a dress with a matching background. At a closer look, the girl with luscious locks of orange hair is simply lying naked in a bed, under what is safe to assume, her man or any man’s sheets. Male dominance in our society is still a major problem. Males either create or are exposed to advertisements
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