Objectification Of Women In Advertising

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In modern day America, there is hardly a time when an individual can do anything without being barraged by ads, whether it be on one’s phone, computer, or simply walking down the street. Most advertisement people see usually depicts women participating in actions that could suggest sexual intent, to endorse products that have nothing to do with the way they are being portrayed. Clearly there are numerous problems with the way of thinking ads today are promoting through the objectification of women, and now occasionally men. However the objectification of the genders has been a long ongoing battle for quite some time now as advertisement has long capitalized on stereotypes of women and the sexual interests of men, going far enough to create …show more content…
Using sex to sell products places women in a difficult position because it creates unrealistic expectations for them to fulfil. This is normally done through video editing or photoshop by altering the shape of models’ bodies in order to create a more desirable image, unfortunately photoshop is used to such an extent that occasionally the pictures of the models portray inaccurate body proportions. This is especially dangerous because most women look for ideal concepts of beauty to imitate; however there are few places to look other than tv commercials and photoshopped images found in magazines and throughout the internet. Because of this many women sacrifice their health to meet the unrealistic standards set into place by altered photographs, resulting in eating disorders such as bulimia and anorexia. A survey done by the ANAD showed that 91 percent of women on college campuses attempted to control their weight through different means, and that “86% report onset of eating disorder by age 20; 43% report onset between ages of 16 and 20.6”.(ANAD) Devastating as the surveys are, it 's considered a common occurrence for women to put their bodies at risk to obtain the unrealistic body standards put into place through photoshop. As a result …show more content…
Ultimately men who succumb to these advertisements pay companies not for their products, but promises of women. As a result advertisement has built an industry off of objectifying women and portraying them as sexual objects of desire, rather than regular human beings as a supply to the demand of male gaze. What’s even more disturbing is that women are portrayed in situations of submissiveness to the point where they are being abused by men in sexual or violent situations, to an even more extreme extent women are actually portrayed as objects such as tables or even the actual product being sold. Women can even be objectified through individual body parts without being entirely present in the add to further suggest that women are comprised multiple objects of desire, in order to micromanage the image of flawless beauty. “SO occurs when a woman’s body or body parts are singled out and separated from her as a person and she is viewed primarily as a physical object of male sexual desire (Bartky, 1990)”(Szymanski, Dawn, M, Lauren Moffitt, B, and Erika R. Carr) Suggestions such as this leads some women seek plastic surgery to modify their bodies to fit the description of beauty advertisement has created in order to fulfil male gaze. However due to the increasing objectification of women and the aggressive

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