The Objectification of Women in Advertisements Essay

The Objectification of Women in Advertisements Essay

Length: 1050 words (3 double-spaced pages)

Rating: Strong Essays

Open Document

Essay Preview

The objectification of women is a huge issue in society and is often led by advertising. However many men still believe that the adverts depicting women in a sexual and often passive posture are not very offensive but rather very funny or sexy. However how would they feel if it were their daughter or sister being advertised throughout the world as a sex object?

The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60. The advert seeks to get a cheap laugh from the target audience with the image of the woman in a sexual pose and the picture of the beer. The ad promotes the idea that beer is the most desirable thing in the ‘Far East’ and that beer is much more important than women. It also openly laughs at the South East Asian sex trade by putting a prostitute in the middle of the ad. The ad also implies that women in the ‘Far East’ are only good for sex (dressing in revealing, sexual clothes designed to make the woman in the ad seem more desirable).

From a technical point of view the ad works very well. There are four main signifiers, the woman, the beer the copy and the first and third place awards. The advert draws the attention of the reader with the large picture of the woman the reader would then view the picture of the beer and quickly read the copy and then move on to the first and third place awards. It also follows the Z formation of many effective ads. The ad clearly excels at a technical level.

However this advert was banned after it was deemed too offensive by advertising watchdogs when they received complains for offensive material. Clearly the ad is offensive to women and degr...


... middle of paper ...


...oke curiosity as to what it tastes like. For current consumers of Tiger Beer the logo on the bottle would remind them of when they last had a Tiger Beer and create a feeling of longing for Tiger Beer. This advert is very unlikely to cause offence like the previous one. It should also be able to reach its target market as long as it is advertised in the appropriate forums.

The objectification of women in advertising is far too common. Advertising has become so concentrated with images of passive woman wearing little clothing that it is now accepted to laugh at these sexist ads. The reason why some men find this ad funny is because within Australian society there are so many similar ads that it gives the impression that women in adverts are something to laugh at. The new ad is not offensive and should sell Tiger Beers without having to further promote sexism.


Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Using the Sexual Objectification Theory to Analyse Advertisements in the United States

- The Sexual Objectification of Women in Advertisements in the United States Introduction When was the last time a black head was seen in an ad intentionally. What about too much white skin, freckles, wrinkles, piercings, or fat roles. It can be guaranteed advertisers are not showing these things unless they have a purpose. Likewise, smooth, flawless, tanned skin with perfect bone structure, attire, sparling eyes, and more than enough sparkle and shine is the incapable goal of thousands of women in America....   [tags: Objectification of Women, Sexism]

Strong Essays
1793 words (5.1 pages)

Objectification of Women Essay

- On average we are exposed to around 3000 advertisements per day. The majority of these portray women in a sexualised way or being dominated my male figures. It may seem harmless to most people but in reality the media is used as a platform for the constant objectification and degradation of women, sending negative messages about how women should be treated. The phrase “sexual objectification” has been around since the 1970’s and has always been highlighted as a big problem yet nothing has been done to try and stop it....   [tags: advertisements, society, body image]

Strong Essays
1188 words (3.4 pages)

The Objectification and Dehumanization of Women in Advertisement Essays

- Everyday we expose ourselves to thousands of advertisements in a wide variety of environments where ever we go; yet, we fail to realize the influence of the implications being sold to us on these advertisements, particularly about women. Advertisements don’t just sell products; they sell this notion that women are less of humans and more of objects, particularly in the sexual sense. It is important to understand that the advertising worlds’ constant sexual objectification of women has led to a change in sexual pathology in our society, by creating a culture that strives to be the unobtainable image of beauty we see on the cover of magazines....   [tags: sexual objectification, advertising]

Strong Essays
1248 words (3.6 pages)

Essay about A Cause for Concern: Objectification in Culture and Society

- Imagine this: what if every woman depicted through the media was to swap scenarios with men. Instead of a scantily clad female gyrating in every background music video, there was a male in her place, doing as she was. The ratings on that video would undoubtedly hit the floor, with comments like, “tasteless,” and “inappropriate”. If we saw this happen in, for example, countless car and alcohol advertisements that use shots of women’s breasts, midriffs, and butt to promote their product, and turn use similar shots of men, some of us might start feeling a little awkward....   [tags: sexual objectification of women, music, video]

Strong Essays
1737 words (5 pages)

Objectification of Women by the Media Essay

- Objectification of Women by the Media        The objectification of women is commonly used to refer to the presentation of women in the media as an object. Women's bodies are routinely used as objects to sell various products. In certain pictures women are presented as being vulnerable and easily overpowered especially in ads were they have on revealing clothing and take on submissive roles. These images are found in music videos as well, where the focus is only a particular body part. Lyrics to some songs promote this objectification as well....   [tags: Feminism Feminist Women Criticism]

Strong Essays
1990 words (5.7 pages)

Essay on How Women Are Affected By Advertisements

- The text at the bottom of the ad chosen reads, “The lighter way to enjoy chocolate. HERSHEYS.” The left side of the image depicts the back of a larger African American woman who is not wearing any clothes. On the right we see rippling heresy’s chocolate syrup. Hershey’s is trying to make a correlation between the colour/shape of the women on the left, and Hersey’s chocolate syrup on the right. Throughout this paper I will be taking a look at how women are affected by advertisements that promote dehumanization, body shaming, objectification, and the negative portrayal of African American women....   [tags: African American, Black people, Shame, Syrup]

Strong Essays
712 words (2 pages)

The Objectification of Humans Essay

- Imagine this: what if every woman depicted through the media was to swap scenarios with men. Instead of a scantily clad female gyrating in every background music video, there was a male in her place, doing as she was. The ratings on that video would undoubtedly hit the floor, with comments like, “tasteless,” and “inappropriate”. If we saw this happen in, for example, countless car and alcohol advertisements that use shots of women’s breasts, midriffs, and butt to promote their product, and turn use similar shots of men, some of us might start feeling a little awkward....   [tags: media, women, physical appearance]

Strong Essays
1506 words (4.3 pages)

Objectification Of Women 's Body Essay

- I believe the objectification of women’s bodies has not only a huge effect on women and their self-esteem, but our society as well. By objectifying women we are not only teaching all young females that they are only as good as their bodies. We are teaching all of our young men that women deserve no respect, no peace of mind, and that we are nothing more than objects to use and to look at. As Jean Killbourne said, “turning a human being into a thing is almost always the first step toward justifying violence against that person” (Delaney, 2010)....   [tags: Gender, Woman, Female, Anorexia nervosa]

Strong Essays
2019 words (5.8 pages)

Gender Roles, Commodification and Advertisements Essay

- Advertising has a great deal to say about gender identity. Ads use visual images of men and women to grab our attention and persuade. They are really projecting gender display the ways in which we think men and women behave not the ways they actually do behave (Goffman, Erving.Gender Advertisements) Advertisements are apparently vested with only one basic interest: to sell and to sell more. What they sell is not the commodity per se; rather they sell hope, anxiety and imagination. While goods are manufactured in factories, the strategies to market them are cooked up in the ad rooms....   [tags: advertising, gender identity, marketing]

Strong Essays
1623 words (4.6 pages)

How Women Objectification Takes A Wrong Turn Essay example

- Tackling Women Objectification Takes a Wrong Turn The objectification of women in the media and women voluntarily subjecting themselves to this demeaning objectification is rapidly increasing in lieu of feminist ideals and a new age push for women empowerment. The media has long capitalized on women’s sexuality in everything from music videos to manipulative advertisements, appealing to the male gaze while simultaneously instilling a sense of longing in girls of all ages to look like these women....   [tags: Race, White people, Black people, Race]

Strong Essays
1297 words (3.7 pages)