Sexism Advertising

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Mass Media Mass media is a string agent of socialization. In our society, the use of sexism is one of the most successful advertisement campaigns. Although sexual content can be directed towards both genders, we primarily see sexism advertisements objectifying women. These advertisements are used to grab the attention of the targeted audience, also known as men. Sexism advertisements are used at differing levels, from nudity to sexual innuendos, to sell their product and create a fantasy element for men. Advertisements can be used as sexual innuendos. As seen from the Burger King advertisement, a young girl is used to show a form of sexual content in which promotes Burger King’s product. This young girl is used to draw attention to the advertisement …show more content…

The association between young women and alcohol is often seen together in today’s culture, which is seen in this advertisement in attempt to bring attention to the alcoholic beverage. The alcohol industry has increasingly expressed scandalous women in their advertisements which exemplifies that sexual relationship that is obtained through alcohol. Women’s bodies are used to sell alcohol, specifically SKYY vodka. The focus of this SKYY vodka advertisement is the female despite the makers of this advertisement trying to sell their vodka. Notice that the face of the male figure in this image is purposefully absent from the image and quite frankly unimportant to the message of the advertisement. The female figure serves to attract the male eye and reach the end of bringing attention to SKYY’s new product in hopes of selling their product. The intended audience of this is clearly the male beneficiary who happens to be in control of the amount of alcohol that is given to the female.Not only is the man in control of how much alcohol is given to the woman, but also that the man is standing over her, which can be seen as him trying to establish his dominance over her and essentially acting on behalf of (generalized) men, thus continuing to establish their dominance over women. The use of female sexuality as well as the use of alcohol has continued to confirm the “theory” that women are portrayed as sex objects/symbols in which they are or can be consumed

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