Written Task [Type the date]
I wrote an opinion column targeting women on how different companies use advertisements to convince a male audience to purchase products and how this affects the men in our patriarchy. I used an informal and humorous tone to set a satirical mood to show the way mass media, in the form of advertisements, uses language to inform and persuade young men. In my article I used adult humor and verbal irony to set a satirical mood with phrases like, “Steps of cardinal hygiene and conversation overcome by most 15-year-olds are such an insult to your natural state of filth and social retardation that you need an expensive sports car to make up for it! Precisely!”. However, I used slightly sophisticated words and complex sentences by using phrases such as, “A recent study at the Columbia University has shown that sexist adverts promote hyper-masculinity”, similar to one we would find in a reputable magazine such as, “Cosmopolitan”. This task is used to disclose the sexualization of women in advertisements for men and how this affects the men in our patriarchy and addresses the topic option of power and gender and sexuality hence, the topic of a patriarchy under the umbrella of Language and Mass communication. I chose to work on this topic as a result of my personal interests towards equality of power and found this to be a good way I could explore and showcase my understanding of the topic and the format and layout of an opinion column that will allow me to freely discuss my views. Word count: 258 Who does sexist advertising really affect? Written Task Saturday, July 18, 2015 Yes, it’s true. We women do suffer the consequences of our, unfortunately, patriarchal society. The sexism in the mass media only fuels this tragedy and doesn’t help to change the power dynamics between the sexes. One example is the sexist advertisements we see on more than one occasion on a daily basis, whether it’s a drive to the local grocery shop or a television commercial. A recent study at the Columbia University has shown that sexist adverts promote hyper-masculinity. The adverts encourage the following: • Danger is exciting and manly • Toughness is a form of emotional self-control. • Violence is manly. • It's all right to be callous about women and sex. Does the image pictured above disgust you? It has sparked a lot of controversy, as it should! What in the world is going on in this advert? Seems as though the man has taken it upon himself to dominate and supposedly discipline this young woman who is dressed in lingerie and sprawled out across what looks like an expensive car. He has so gracefully wrapped his tie around her neck, which is what is pulling her towards him. Continued on page 2 3 (Continued) Written Task [Type the date] Correct me if I’m wrong but does she look like a dog that needs a collar? …show more content…
This is the very unfortunate reality of the ‘dominant’ and ‘submissive’ ideal as shown in the very popular trilogy, “Fifty Shades of Grey”. This book has led millions of women to believe that being dominated, being flogged and beaten for sexual pleasure is sexy and fulfilling to a woman’s life, when in fact this is a very sadistic view.
Based on this view, Duncan Quinn is attempting to advertise for a suit in an extremely objectifying manner while promoting violence as manly and praise worthy. Men are now conditioned to believe physically hurting the opposite sex is directly proportional to their masculinity.
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Oh but we can always count on health promoting adverts to give us a morally right image. Pictured on the left is a Reebok advert that encourages the point that it is all right to be careless about women. Cheating on your girlfriend? Perfectly all right! Cheating on your workout? Holy Mother of Mary, no! Yet again, we are suppressed, this time its fitness. Who would’ve known its possible?
1. The bright red standard Reebok logo is placed on the man’s black shorts, providing a good contrast, which captures the male youths’ attention. 2. Along with the slogan, “The sport of fitness has arrived.” 3. Cluster used to frame our perception by using colors that compliment each other.  The Strategy: Why