Sexual Objectification Analysis

As time evolves, media has become more prevalent. It has been designed to shape and influence the perceptions of the viewers. Women’s participation in the media began much later than men, who initially played the primary character. Even so, women’s roles have greatly been domesticated by popular culture, especially in advertisements. They have varied from cooks, maids, and as of the late 60’s, women have been exploited in the marketing world as sexual objects to sell products. This raised a cause for concern of the portrayal of women in the media (Shrikhande, 1). However, even since the 60’s until now, the objectification of women in the media has not simmered down, but gradually increased. A good example of this is the Carl’s Jr’s advertisement

magazine, sexual objectification is described as the process of representing or treating a person like a sex object, one that serves another’s sexual pleasure (Heldman). She also devised a Sex Object Test (SOT) to measure the presence of sexual objectification in images in the form of seven questions. Two questions that can be applied to this advertisement, “Does the image present a sexualized person as a stand-in for an object?” and “Does the image show a sexualized person as a commodity that can be bought and sold?” (Heldman) for which both answers will be yes. The model is used as stand-in for the burger that is only introduced at the end of the commercial. Although the advertisement makes it seem as though the model is the subject, she is merely degraded as a sexualized object to present the final commodity, which is the beef

has always been producing commercials that upraise the levels of commodification and objectification of women with a goal to increase the sales of their fast food products. It is very evident that the main focus of this commercial is the nudity and exposure of the woman in the advertisement. This has deterred from the purpose of the commercial, which is the introduction of Carl’s Jr.’s all new natural beef burger. By objectifying and commodifying women in all their commercials, Carl’s Jr. succeed in capturing their target audience, and also succeed in degrading the value of women. Women are not meant to be exploited as sexual objects, instead should be used in advertisements with a more positive