tisements makes a huge impact on people’s lives. Portrayals and images of women have been used to sell in advertisements for years, because women are expected to fill specific gender roles. However, those specific roles have been changed enormously throughout the decades. Everything has been changed, from the look of women in the commercial to the daily activities shown in the commercials. Women went from being bound to their households to being sex objects in various type of media. Although it has changed women are still being objectified today as they were in the beginning of women image advertising. As the time changes, styles and looks may change, but one thing hasn’t changed in advertising yet, and that is the degrading of women. Society’s
…show more content…
Businesses will do just about anything to make money. In an article entitled “The Negative Effects of Women’s Advertisements”, the author Robert Vaux makes the statement “Women often appear wanton, passive and childlike in advertisements, sending a message that such qualities are normal and even desirable in women. Even more disturbing, men receive the message that women should act submissive and wanton…” From the 1960’s to present time nothing has changed. In the 1960’s women were shown to be submissive to their husbands while in the 2000’s they’ve began to move away from the submissive stage to just objectifying women. The Axe commercial, “The Axe Effect Women Billions” is a perfect example to explain what Vaux meant. In this particular commercial, it starts off showing a woman, in a bikini that’s obviously too small, running through different woods, the whole time the camera is focused only on her upper body. Then she looks back as if someone is chasing her, the camera then shows maybe a hundred of women, also in bikinis that are too small, running the same direction. Are they chasing her? No, they’re all running toward the beach where a handsome man is showing off his muscles and using Axe body spray. Then words flash across the bottom of the screen reading, “Spray more, get more. The Axe Effect.” This commercial goes to show that as long as a woman looks attractive, that’s all that
Businesses will do just about anything to make money. In an article entitled “The Negative Effects of Women’s Advertisements”, the author Robert Vaux makes the statement “Women often appear wanton, passive and childlike in advertisements, sending a message that such qualities are normal and even desirable in women. Even more disturbing, men receive the message that women should act submissive and wanton…” From the 1960’s to present time nothing has changed. In the 1960’s women were shown to be submissive to their husbands while in the 2000’s they’ve began to move away from the submissive stage to just objectifying women. The Axe commercial, “The Axe Effect Women Billions” is a perfect example to explain what Vaux meant. In this particular commercial, it starts off showing a woman, in a bikini that’s obviously too small, running through different woods, the whole time the camera is focused only on her upper body. Then she looks back as if someone is chasing her, the camera then shows maybe a hundred of women, also in bikinis that are too small, running the same direction. Are they chasing her? No, they’re all running toward the beach where a handsome man is showing off his muscles and using Axe body spray. Then words flash across the bottom of the screen reading, “Spray more, get more. The Axe Effect.” This commercial goes to show that as long as a woman looks attractive, that’s all that