Zack Molloy Professor Kranzler CMP 115 November 16, 2014 How Ads Objectify Women and Men According to Jean Kilbourne, in her article, “Two Ways a Woman Can Get Hurt: Advertising and Violence” women are objectified from ads; men are objectified also from the ads. Kilbourne talks about how the ads are a problem to women and men because they are provocative and objectify how men and women should be looked at. An ad for “Suit Supply” objectifies how women are looked at and how they can be treated. Women are advertised much different then men are. Ads objectify women by misrepresenting them.
The last decade has witnessed institutionalization and prevalence of body ideals and feminine beauty which display unrealistic body images. Having an influence on magazines, TV shows, movies and a spectrum of media, the fashion industry successfully impacts the aesthetic standard of modern population, very likely in a negative manner. By replacing normal standards with unattainable images, the industry has driven people, especially young girls into an abyss of pursuing 'ideals of beauty', contributing to the epidemic of physical and psychological sickness. Modern ideals of beauty may have a negative impact on the beliefs of body images. As mentioned, the media and advertisement shape unrealistic ideals of beauty which are usually attainable by average women.
Some clips negatively affect women’s image by showing that women are obstacles to the male protagonist’s development in the film. To look at the cinema, by manipulating the filmic elements, the director implies different characteristics and power between men and women as well. The reason behind the inequality is a complex, but cultural significance can easily answer this since Chinese men always dominating women since hundreds of years ago, it is called machismo. The Big Boss is a machismo movie, which focuses too much on male masculinity and undermines the significance of female. The unbalanced portion of scenes that are played by men and women indicates the inequality between genders.
People are spending more time making frequent trips to the mirror, and finding themselves quite unhappy with their self image as a result of the expectations of media and our culture. When you look at Covergirl’s makeup ads with super models, or a radio ad about not having large enough breasts, it all adds to the pressure of our self-proclaimed image. Everything from diet products, surgical procedures, trendy exercise regimens, and fashion must-dos muddle the minds of millions, all “starving for the same thing; a sense of belonging. This on-going struggle of self is also causing people to expend an incredible excess of monetary resources, especially in these harsh economical times. It used to be that the strife for ideal self representation would begin in adolescents in their early teens.
Woman are always portrayed as sex objects, waiting to be taken advantage of by men. This is extremely harmful to a woman because it makes her seem weak. However, the issue of body image and gender roles are not only a problem for females. Males also have a certain set standard of how they should look, and the characteristics they should embody. Schooler notes that “Men‘s strength and prowess are emphasized in the [media]” (Schooler, 745).
Advertisers use sex or sexual innuendoes in their ads to make a memorable impression on consumers. Unfortunately, many of those impressions are made on America’s children. Advertisers and marketers do not just create ads to promote their products; they also set a standard of what is attractive to the society. The public perceives sexuality as attractive and gives the attributions of an attractive person to advertisements with sexual images (Vega). Using sexuality to sell products has many ramifications to the companies and to the consumers themselves.
For example, whenever people turn on the television, open a magazine, or listen to the radio, they are faced with sexual advertisements. Hooters uses physical appearance to specifically attract men, car companies use attractive young families to promote their vehicles, and perfume ads use sexual seduction and influence to sell their product. The majority of these advertisements, if not all, are related to something sexual. People are not going to pay attention to waitresses dressed conservatively at Hooters, unattractive families promoting cars, or perfume ads rejecting attraction. Thus, all forms of media incorporate sex appeal as a strategy for selling their products.
By the time a person is 17 years old they have received over 200 thousand commercial messages throughout the media. Many men are becoming insecure about their physical appearance as advertising and other media images raise the standard and idealize well-built men. Researchers are seeing an alarming increase in obsessive weight training and the use of anabolic steroids & dietary supplements that promise bigger muscles and more stamina for lifting. Studies are finding that boys, like girls, may turn to smoking to lose weight. - Teens & Sex: Three out of four teens say ‘TV shows and movies make it seem normal for teenagers to have sex.’ Young teens (ages 13-15) rank entertainment media as the top source of information about sexuality and sexual health.
Society influences women, men and children into a manipulation process forcing them to examine flaws in the comparison of physical appearance. The depiction of “the perfect appearance” becomes an unrealistic and unattainable aim which women, men and children strive for in order to feel satisfied with their physical appearance. Key pieces of society greatly influence how the world perceives themself through comparisons, expectations and judgements. Stuck in a world of comparison, one is constantly comparing themself to others through examination of the physical beauty which is becoming more and more deteriorating year after year. One is pressured under the expectation to be perfect and to obtain the ideal beauty.
In “Male Body Image in America,” Luciano argues that men are becoming more feminine because of their looks “We are clearly witnessing the evolution of an obsession with body image, especially among middle class me, and a corresponding male appropriation of, in the words of feminist.” She argues that men are not men, because they are starting to care more about their looks just as women do With that in mind, what would women find appealing or even worth buying in a advertisement for weight-loss? Does this product burn just fat? The advertisement shows a customer before and after picture that has used Hydroxycut. To the right or her photo is her testimonial “I would choose Hydroxycut over and other weight loss product on the market today, I’ve experienced the result. Now I feel beautiful and fabulous!” This statement leads me to think if she has ever tried any other weight loss supplement.