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theories on gender stereotyping
the relationship between media and society
the relationship between media and society
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In an advertisement published in Vogue Paris in February 2009, Steven Klein photographs fashion model Lara Stone in a manner that brought much controversy to the world about women and violence. In the photograph, a fashionably clad woman in lingerie is forcibly held down by a naked man, while a police officer poses suggestively on her legs and points a gun in her face. This advertisement seems excessively violent for a fashion magazine that young girls and the majority of the mainstream world idolize. By condoning and making the type of violence that is popular in fashion magazines ‘cool’, people begin to recreate the scenes in these photographs in real life because they are constantly exposed to it. Furthermore, this constant exposure to violence …show more content…
With so much exposure to this type of media, it is easy to become desensitised to it. With America becoming numb to the violence in these advertising tactics, domestic violence is an increasing problem as brutality against women has become trivialized. Jean Kilbourne 's “‘Two Ways a Woman can get Hurt”: Advertising and Violence’ argues that violence in advertising profoundly affects people in a skewed physiological manner, leading to violence against women. Kilbourne insists that “...violent images contributes to the state of terror...” felt by women who feel victimized by men who “...objectify and are disconnected...” from the women they mistreat (431). She furthers her argument by dictating that “....turning a human being into…an object, is almost always the first step towards justifying violence against that person” (431). So much of the media that America consumes is centered on dehumanizing women into an object of male enjoyment. It is difficult to have empathy toward a material object. Because of this objectification, men feel less guilty when enacting brutality upon women. Violence becomes downplayed because it is seen everywhere - in advertising and media - and this has contributed significantly to the cases of domestic violence in America. America has become numb to violence against women in advertising, leading to an alarming increasing domestic violence in this
Jean Kilbourne’s “Two Way a Woman Can Get Hurt: Advertising and Violence” is a section of a book titled: “Deadly Persuasion: Why Women and Girls Must Fight the Addictive Power of Advertising” that was originally published in 1999. It is about the images of women that advertisements illustrate. The central claim or thesis of the document is that: “advertising helps to create a climate in which certain attitudes and values flourish and it plays a role in shaping people’s ideas” (paraphrase). The author wants people by all genders and young children to acknowledge a right attitude towards what is shown in the advertisements so that the standards of behavior will not be influenced. As a result, it enables the negative contribution from the advertisements to be limited or eliminated.
In a brilliant update of the Killing Us Softly series, Jean Kilbourne explains the dangers of advertisements and how they objectify women. Advertisements intelligently portray women in a sexual and distorted way in order to attract the consumers’ attention. Media sets a standard on how young women view themselves and puts them at risk for developing an eating disorder. Kilbourne’s research has led her to educate those who have fallen victim to achieving the “ideal beauty” that has evolved in today’s society.
Domestic violence advertisements regularly appear in today’s media. The topic is a live issue in the world, causing various messages to be produced. Advertisements can evoke multiple responses: Emotional, thought provoking, or ethical reactions. Advertisers use rhetorical appeals to capture its audiences’ attention. Three rhetorical appeals commonly used are Ethos, Pathos, and Logos. In a photo shopped CoverGirl ad, an argument is presented concerning CoverGirl’s continuation to be the beauty sponsor of the NFL. The only change in the new ad is the model’s makeup design. Now the model looks to have been hit. This is directed towards the NFL’s controversy about Ray Rice and other football players having committed domestic violence. Each of the
Instead, women are being discriminated and treated as inferior due to the stereotypes that are portrayed in the media. The media creates and reproduces ways of seeing that at a minimum reflect and shape our culture. We can look at the media to understand more about a culture’s values and norms, if we realize the limitations of looking at the media. For example, one may ask, does the news based in the United Sates represent what the American culture is like, or only what stands out from everyday American culture? The answer to that is no. Instead, the media represents what it thinks it will be able to sell and is supported by advertisements. This includes violent acts, the sensationally and inappropriate. Jhally reminds us that “it is this male, heterosexual, pornographic imagination based on the degradation and control of women that has colonized commercial culture in general, although it is more clearly articulated in music videos” (Jhally 2007). Therefore, “media content is a symbolic rather than a literal representation of society and that to be represented in the media is in itself a form of power—social groups that are powerless can be relatively easily ignored, allowing the media to focus on the social groups that ‘really matter’” (Gerbner,
Kilbourne, Jean. “‘Two Ways a Woman Can Get Hurt’: Advertising and Violence.” From Inquiry to Academic Writing: A Text and Reader. 2nd ed. Eds. Stuart Green and April Lidinsky. Boston: Bedford/ St. Martin’s, 2012. 459-480. Print.
Thus, we can assume that the audience itself, the members who believe in the content of ads and its sincerity, as well as, people who agree with the portrait of the women that is being created are the only prisoners in this particular situation. “To them, I said, the truth would be literally nothing but the shadows of the images” (Plato 868). On the other hand, according to the Jean Kilbourne, author of “Two Ways a Woman Can Get Hurt” what is not mention to the public is the fact, that many women from the very young age during the process of finding out the truth and being blinded by the “light” are fighting with depression, low self-esteem, eating disorders and sexual harassment. “I contend that all girls growing up in this culture are sexually abused – abused by the pornographic images of female sexuality that surround them from birth, abused by all the violence against woman and girls, and abused by the constant harassment and threat of violence” (Kilbourne
In “Still Killing Us Softly,” Jean Kilbourne points out that advertising and media are partly responsible for the behaviors and attitudes expected of women.
Kilbourne, Jean. “‘Two Ways a Woman Can Get Hurt’: Advertising and Violence” Free Press. (2000): Web. 27 Feb. 2014
The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
What would you have done if an important woman in your life couldn't have her voice be heard? Would you help fight for her rights? Would you be okay that her voice wasn't heard, and continued on with your life? Would you be against her having any rights that you would try to maintain the imbalance in society instead? Women in the 1840s had no rights. They could not vote, own property, receive an education or participate in any professions such as a doctor, lawyer, or politician. It was time that they finally took a stand when in 1848 Elizabeth Cady Stanton and Lucretia Mott organized the first national women's rights convention in Seneca Falls, New York. It would take about 72 years for the United States to
This further confirmed that more women fall victim to domestic violence at the hands of male attackers than any other cases of domestic violence. Yet the targeted audience was men, this advertisement was run during the super bowl where the primary audience is men. Along with men being the primary attackers in cases of domestic and sexual assault. They wanted them to see the pain behind their actions as well as provide them a way to become advocates against domestic and sexual
Advertisers have many subtle ways of presenting advertisements to sell products, but many of these advertisements may go way beyond the selling of products. Advertisements with regard to violet sexual scenes may actually be sending subliminal messages that violence is okay. Looking at these advertisements it is not hard to see that there is a deeper meaning behind them then to just sell a product. With Sexual and violent Advertisement we may even be able to make the statement that rape, sexual assault and violence is alive and thriving in our society. Many Americans and Europeans are being desensitized by the vast of amount of violent advertisements. Advertisements that convey startling portrayals of women being assaulted, killed or even abused in today’s ads have brought an altogether new meaning to the violence against women through advertising.
Ding! That’s the sound of the oven going off, signaling that the cookies are done. Wait, where is the oven mitt? Oh NO! The cookies, they’re burning, hurry! Hurry! OOPS, too late. One cannot simply be a female and let cookies burn, can she? Yes, she can. Throughout history women have been oppressed and confined to the kitchen and the house. Women who sought to get rights were seen as radicals and sometimes even blacklisted from their jobs for protesting. Since ancient times, women had served as the caretakers of the home, children, and husband, getting nothing in return. Society had made it an expectation that women had to be married at a certain age and at times, not even finish their education. It was frowned upon if a woman wished to do more, such as get a job, or not get married at all. During the late 1800s to the 1900s women’s rights activists such as Susan B. Anthony and Elizabeth Cady Stanton, to name a few, had stepped up and fought for women’s rights to vote and be heard as a valid voice. This had been the first step towards feminism and equality. After women were given the right to vote, there was given the issue of whether women should have a place in everyday society. They were
Imagine this, you're walking down the street in your favorite outfit feeling as confident as ever and then, suddenly, you're hollered by a man beside you or from across the street telling you how hot or fine you look. You no longer feel comfortable in what you're wearing because of his demeaning compliment. Obviously, you spend the day thinking of the unpleasant encounter you had and you think about heading back home to change. Men, boys should not make comments about women or girls on the street because it can vary as sexual harassment, it can make women self conscious of themselves and women can be offended by these comments.
Women have fought through torture, blood, sweat, and tears to help women stand strong in our