Mass media is especially harmful toward women because it constructs negative perceptions of women and reinforces a set of cultural norms for them to fit in society. This paper will address its focus on women and how the tools used by media shaped images of women, how they are represented and how their identity is perceived in society. Media influences their audiences in many ways, one of which is done through advertising. People prefer to believe that they are not being affected by advertisements however “advertising’s influence is quick, it’s cumulative, and for the most part, it’s subconscious” (Killing Us Softly). Advertisements are everywhere, found on televisions, buses, on the sides of buildings, on the Internet and in the magazines we read.
This rest of essay is going to argue that advertisements and media affect women’s social status in a negative way. The social role of women is subtly defined as “affiliated to men” in advertisements and other media. The tricky thing is that beauty ideals in Ad video clips imperceptibly convey the message that the roles of women are related to sex and submissiveness (Kilbourne, 2007) (this can be corroborated from the various ads), which are properties regarded as attractive to men. According to the Mere Exposure Effect, people tend to prefer things that are familiar to them. Thus with bunches of advertisement displays perceived by people every day, they not only consider the effectiveness or reliability of the products, but at the same time, they form stereotypes.
This has led to a public outcry against impossibly thin, airbrushed models and a demand for more honest advertising. The movement toward “body positive” advertising is a response to the damaging eff... ... middle of paper ... ...ove, it still rejects older and disabled women as beautiful. It also renders women with imperfect skin or tattoos as unacceptable. Although Skinnygirl claims to show the average woman in their advertisement, they still only represent a limited demographic. Although presented as body positive, Dove, M&S and Skinnygirl’s advertising campaigns using “real women” still subscribe to existing beauty standards to maintain firm body margins and reject certain body types as beautiful.
This advertisement gives off negative feedback on how the liquor makes the men act. This advertisement tells you Belvedere is easier to get down unlike sexual assault victims; they will put up a fight. It makes men that drink this liquor seem lifeless and disgusting, the way the advertisement shows what happens when this liquor is drunk. I highly doubt that this advertisement would make companies want to buy this product for their own stores or bars. They would not want any issues with women being sexually assaulted, or them being accused for it.
Similarly, how are we supposed to teach girls that they have the ability to do anything that the boys do when they are exposed to such depressing values which undermines their gender? Thus, my organisation strongly suggests that Cosmopolitan filter out advertisements and over-sexualised cover pages that should not be seen in society. These types of advertisement will “promote beliefs and behaviour that have significant and sometimes harmful effects on the individual, the family, the society, and the environment” . Hence, we would like you to stop the hyper-sexualisation used frequently in your magazine in order to demonstrate to the young woman that they are not objects in subordination of the male gaze. Next time you use these appalling advertisements or settle on a cover page, we ask of you to consider the problems that they would cause to the young audience.
By pushing an ideal body type that is uncommon and untrue to life, girls strive, and struggle to obtain this image. When the mass media only shows one type of body as desirable, they are alienating every girl who does not fit into that category. Pushing these ideal bodies onto teenage girls at an important developmental time in their lives can be detrimental to their bodies and their self worth. By showing what a girl should look like, the mass media is damaging the body images of young girls, and unless awareness is raised, could become more and more adverse on young women today and tomorrow.
When women’s desires are less worthy of concern or not worthy of concern at all, it becomes evident that the hookup culture promotes women being used as a tool or a means to an end for male satisfaction. According to the Kantian moral theory, the culture is immoral because the woman is no longer being respected. The ambiguity of the hookup culture couple with societal effects of inegalitarian porn, according to Eaton’s “A Sensible Anti-Porn Feminist” and power imbalances in the sexes creates a culture that fosters rape. Women are placed in predicaments where they have to give in to pushy, coercive behavior by men who want to go further than the women intends to. Even if a woman feels liberated by participating in the hookup culture, that doesn’t mean she wants to go all the way, with every partner, every time.
As the mass media uses unrealistic models to advertise its products and services, this sets the idea that the “ideal” woman must been unhealthily thin and blemish free. Advertisements of these “perfect” women negatively affect the way women feel about their physical appearance and therefore affect women mentally as well. Advertising companies should strive to portray the “ideal” women as that of real women today and create the message that all women are beautiful. Should mass media chose to change the way they advertise and portray the “ideal” women? What if they used healthy, more realistic women to advertise products and services?
The distinction between girls and women is not whether they are smart or interesting; it is whether one is a ‘good’ girl or a ‘bad’ girl. 5. Females are dehumanized and looked upon as sexual objects because their value is measured in sexual terms; thus creating the concept of a slut. 6. Girls are expected to be sexual by pleasing the men around them; while at the same time not being sexual in order to please the men as well as the people around them.
A critical analysis of ‘Pornland: How Porn Has hijacked Our Sexuality’ Gail Dines in her article Pornland discusses the different ways in which pornography - gonzo (hard-core) porn to be exact - has negatively impacted men and women’s sexuality. Dine disagrees with the concept of porn and calls it out for its hypocrisy regarding its goal of giving men and women sexual liberty. She also notes how porn has filtered into mainstream media, for instance, Cosmopolitan, which requires women to fit a certain archetype of femininity that is found mostly in porn. Dines observes the consequences of porn on culture, sexuality and the relationships between men and women (262). Her article provides substantial points which support her conclusion on porn.