Car dealerships discovered early on in the business world that when you intersect the idea of sexuality with masculinity you create a visually appealing car ad for men of all ages but a rather devaluing portrayal of women. It is no secret that the advertisement industry uses sex to sell their products. In fact, it has been popular since the early 1960s and is showing no signs of slowing down. It has become more prevalent to see ads containing sexual content that targets women and objectifies them in order to present a fantasy element that will catch a man’s eye and increase sales. Interestingly enough, after doing much research on the topic of women being used as sex objects in car ads, one could say that time plays little to no part in changing
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Lisa Wade, former writer from the Society Pages, explains, “we’re selling men’s sexual subjectivity and women as a sex object. That is, the idea that man’s desires are centrally important and meaningful, and women’s are not because women are the object to men’s subjectivity.” Sadly, objectifying women has becoming such a normal thing in advertisements that it is often looked past or ignored. Journalist, Rebecca Chacko, says it well when stating, “Advertisements that incorporate sexual aspects are further engaging and entertaining especially when they present a “fantasy element.” However, despite the fact that they are engaging, customers should be aware of the fact that these advertisements are degrading and objectifying women.” Ms. Chacko believes that, “companies lack originality which causes them to emphasize the sexual aspects of women in a degrading manner.” This decision may seem small to the ad industry, but it has numerous effects on people. First, it teaches young men that women are passive objects to be looked at or acted upon. Consequently, it addresses the idea that women exist to be viewed and causes them to judge themselves based on their sexual desirability to others. Thirdly, it slowly works as a tool used to control and dehumanize women which makes it easier to
Lisa Wade, former writer from the Society Pages, explains, “we’re selling men’s sexual subjectivity and women as a sex object. That is, the idea that man’s desires are centrally important and meaningful, and women’s are not because women are the object to men’s subjectivity.” Sadly, objectifying women has becoming such a normal thing in advertisements that it is often looked past or ignored. Journalist, Rebecca Chacko, says it well when stating, “Advertisements that incorporate sexual aspects are further engaging and entertaining especially when they present a “fantasy element.” However, despite the fact that they are engaging, customers should be aware of the fact that these advertisements are degrading and objectifying women.” Ms. Chacko believes that, “companies lack originality which causes them to emphasize the sexual aspects of women in a degrading manner.” This decision may seem small to the ad industry, but it has numerous effects on people. First, it teaches young men that women are passive objects to be looked at or acted upon. Consequently, it addresses the idea that women exist to be viewed and causes them to judge themselves based on their sexual desirability to others. Thirdly, it slowly works as a tool used to control and dehumanize women which makes it easier to