The world of advertisement has always been the main focus of companies trying to sell their product to the public. Women have always been used to sell products but in recent years women are mostly portrayed through a “sex image.” The use of sexy women will slim bodies have grabbed the appeal of many people for good and bad reasons. Women are being objectified in a negative way and it grabs the attention of women everywhere. It relays the message by saying you must have this awesome body to be attractive. Women are now even more conscience of how they look because of these women in advertisement.
The problem with the media today is women are expected to be thin, hot, and have a sex appeal that will draw the attention of the consumer. If a women is not up to these standards then they are looked upon by society as indifferent. The problem that women are faced with is women on TV, magazines, and photos are always looking flawless. The airbrush method that companies do create a false image on women. It is extremely hard to be 100 percent flawless as we saw in class with the video about Halle Berry. She had a couple blemish spots on her face that needed to be covered up. Now this is the beautiful Halle Berry were talking about here. Even she is not perfect which backs up the fact that women need to always look perfect for these adverstisements. And once again it brings that false notion of women which is ruining our society. Women bring on a certain insecurity that they always have to look like these models which can damage a women and make them become sick. Anorexia has become more common among teens because they they always have to look as thin as possible. It all comes back to these Ads and how women are portrayed Anthony Cortese acknowledges “Do not look in the flesh as impeccable as they are depicted in ads ( Constructed Bodies, Deconstructing Ads Sexism in Advertising p. 54) That is the perfect statement because these air brushed women are the staple of todays society and hurting women as we know it.
Another problem that is occurring is the power of hierarchies which says thats whatever a women does a man shouldn’t because it is looked upon as weak. It can anything from the foods they eat to anything they do which is a problem. A great example would be dove, they have created a line of products for both men and women rather than conjointly. There is dove for men which products include shampoo, body wash, and deodorant and the same applies for women. It all relates to what Bell Hooks states Patriarchal culture continues to control the hearts of men precisely because it socializes males to believe that without their role as patriarchs they will have no reason for being.” ( Bell Hooks P. 115) It is problem in todays society because women have come so far.
A big issue is racism in ads, which is mainly directed toward African Americans. Racism in ads has always been a issue because blacks have a certain stereotype. A real good example is aunt Jemima as we all know when we hear that name we instantly think of the black women on the pancake box. Back then she was looked at as a fat black women which is completely racial. Melissa Harris-Perry’s reading the crooked room states “black women are seen either as “oversexed” or as “fat mammies who aren’t thinking about sex at all.” (Perry 33) The label that black women were given were based on this notion.
Most advertisement companies don’t think about the feelings of the society they are portraying the message too. All they care about is promoting their ads and having it the most sex appeal they possible can. They looks at racial issues or problems in their message that many people would call offensive. Like I said in my last post sex sells and these companies are doing everything they can to promote their product through sex. Calvin Klein is done a perfect job in promoting their sexy ads. Handsome men with great bodies and sexy women are always the staple of the advertisement. It gives the false notion that if I wear these cloths I can be as sexy as these models. This false representation has hurt the self esteem of many people but companies like Calvin Klein will continue to show these sexy ads for the sole purpose that sex sells. If we take a step back and think about the clothing we own it is from these companies because their ads do work. Society influences us to do what is “cool” whether it is the food we eat or what we drink it all comes down to how that ad had an effect on us.
As we know it ads have a big effect on our lives. Whether it is to understand the message that is being told or how it sucks us into buying that product. Ads will always had either a negative or positive impact on our lives. We live in a society where being “hip” is a must and if we aren’t living that standard we are looked up as losers by the people that judging us. Profiling has become a problem, it happens every second of every day. People are judged on the cloths they wear to what their drinking. Society has put a huge tole on us and we have to understand that we are our own person but in the back of our minds ads will always have that effect on us.
Constructed Bodies, Deconstructing Ads: Sexism in Advertising, Anthony J. Cortese p. 54
Feminist Manhood, Bell Hooks, p. 115