Women are underrepresented which implies that men are the cultural standard and women are not as important or appear invisible to everyone. Men and women are portrayed in stereotypical ways that mirror and endure socially endorsed views of gender. Relationships between men and women emphasize traditional roles and normalise violence against women.
In the media there is a lack of women, only about 5% of the women are television writers, executives and producers. There are commercials showing women as sexual objects, for example, consider the Ultra Tune (auto service centres) commercial which shows a car tilting side to side as well as having the windows fogged up and having a police car driving by thinking that the woman is having sex in the car. The policeman comes over and checks and she is just having trouble with the handbrake. Men are led to believe that the sexual image of women is what is important and what makes them "attractive". With this sexualized image that is being portrayed in the media, it becomes hard for women to be accepting of their own beauty and constantly compare themselves to images in the media which are...
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...and where women can be strong and sexy without negative repercussions.”
Popular film and television actresses are becoming younger, taller and thinner. Some have even been known to faint on the set from lack of food. Women’s magazines are full of articles urging that if they can just lose those last twenty pounds, they’ll have it all - the perfect marriage, loving children, great sex, and a rewarding career.
In conclusion the explicit use of unrealistic looking women to sell products is putting pressure on young girls to try to achieve these impossible looks so they will be more attractive to their male counterparts. Using a woman’s sexuality to advertise products creates a pure gender based way of capturing the market without any thought given to what is actually being advertised. Women should be portrayed as strong and powerful or at least, the equal of males.
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