Jean Killbourne Two Ways A Woman Can Get Hurt Analysis

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Sexy Sells Sex is everywhere in our society. It is on the television, radio, billboards, magazines, and basically everywhere you look today. Advertising has a great influence on what men and women buy, what they wear, and how they look, but is that always a good thing? "Pornography is more dangerously mainstream when its glorification of rape and violence shows up in mass media, in films and television shows,in comedy and music videos, and in advertising" (272.) Jean Killbourne, author of "Two Ways a Woman Can Get Hurt", has a very strong opinion of women being used for sex appeal, and that is that advertising has reached a point where bodies are portrayed as objects therefore normalizing attitudes that lead to sexual aggression. Although…show more content…
Focusing on the picture with the young woman lying against the man, this picture is posed like this to make women think that they need to not only look like her, but act like her as well to get the man. As Killbourne states, "There are two identical women looking adoringly at the man in the ad, but he isn't looking at either one of them. . . Clearly the way to get beautiful women is to ignore them, perhaps mistreat them" (272). The ad Kilbounre is describing is similar to the picture in the Bebe ad, and she is trying to make women see just how degrading these images are. The woman in the Bebe ad is very desperately attempting to get the man's attention by leaning on him and focusing her attention on him, but he doesn't seem interested. The image is posed like that to show superiority and power that men supposedly have over women. This teaches women that they need to constantly dote on the man, whether he pays attention or not. The companies designing these ads are using women as a tool in order to empower the advertisement to engage the consumer’s attention and to sell more products. The woman's image is being degraded because sex appeal in advertising is showing her that she is nothing more than an item, who needs the product in the ad to seem more beautiful and important to the man. This is totally wrong; they only are going to have…show more content…
Chances are, this stereotype continues to exist partially due to sexist advertising. In the Bebe ad, the man is in an expensive helicopter, while the woman waits outside with her jacket off to be invited in, or perhaps to be left behind. This ad shows that the woman needs the man, because without him she is stranded on a rooftop. The woman is merely a passive observer to the man's active presence. It could also be saying that the man is capable of flying the helicopter and the woman isn't, making her intellectually inferior to him. Advertisements showing women that they need a man because they are psychically, emotionally, and intellectually inferior teach women to depend on men, which only worsens the
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