Can advertisements really cause violence in people’s lives? Jean Kilbourne’s “Two ways a Woman Can Get Hurt: Advertising and Violence” talks about how advertising and violence against women can cause women to be seen as objects. The author discusses how pornography has developed and is now part of social media, which glorifies its violence that permeates society encourages men to act towards women without respect. Kilbourne uses logical and emotional appeals as well as ethical arguments to effectively convince readers to ignore specific advertising techniques.
Jean Kilbourne author has spent most of her professional life teaching and lecturing about the world of advertising. She has produced award winning documentaries on images of women in ads, being a member of the national advisory council on alcohol abuse and alcoholism and is a senior scholar at the Wellesley Center for Women at Wellesley college. Kilbourne has served twice as an adviser to the surgeon general of the United States. Another thing is that Kilbourne has also written books which are “The New Sexualized
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Asks a three-page ad for men’s cologne. “Or do you want to be her deep, dark secret? The last page advises men,”Don’t be such a good boy.” There are two identical women looking adoringly at the man in the ad, but he isn’t looking at either one of them. Just what is the deep, dark secret? Thats he’s sleeping with both of them? Clearly the way to get beautiful women is to ignore them, perhaps mistreat them” (Kilbourne pg 489). “Two ways a woman can get hurt,” says an ad for shaving gel, featuring a razor and a photo of a handsome man. My first thought is that the man is a batterer or date rapist, butthe ad informs us that he is merely a ‘heartbreaker.’ The gel will protect the woman so that “while guys may continue to be a pain, shaving most definitely won’t.” desirable men are painful- heartbreakers at best.” (Kilbourne pg
Longaker and Walker identify how dehumanization effects emotion by discussing, “The Nazi pogrom, Jews were often made to do disgusting things—scrub toilets, relieve themselves publicly—to make them seem less than human and more deserving of cruel treatment and even mass extermination” (212). Similarly, advertisements can dehumanize individuals, like women, by portraying them in grotesque situations or environments. As a result, a society lessens respect for these individuals and creates a mentality that fosters abuse. Kilbourne tries to illuminate this issue by presenting various advertisements that are suggestive of women, and elaborates on the effects these advertisements have on society. For instance, alcohol companies tend to target women with advertisements like, “A chilling newspaper ad for a bar in Georgetown features a close-up of a cocktail and the headline, ‘If your date won’t listen to reason, try a Velvet Hammer’”
Nowadays, not only in the advertisement industry, but everything has sexy appealing and everywhere. For example, on television, the internet, magazines and poster. In the article, “ master of Desire: The Culture of American Advertising” Jack Solomon agreed, “ Sex never fails as attention-getter, and in a particularly competitive, and expensive era for American marketing, advertisers like to bet on sure thing” (172). The aspect of advertising can be anything and there are no limits.
The issues that Kilbourne is attempting to attack are highly sensitive ones. Therefore, it would follow that her essay would appeal to pathos more than usual. The violence that Kilbourne is talking about affects nearly all women and is something that demands attention. It is true when Kilbourne says, “Most of us become numb to these images, just as we become numb to the daily litany in the news of women being raped, battered, and killed” (430). While they are certainly important, all the statistics and data can appear disconnected from the reality of real life abuse women endure.
Many people agreed that adverting and other aspect of population culture like music and television for example are indeed influential. In the video ‘’Tough Guise’’, the video argues that we’re influence because, our culture teaches men to considered manhood with domination and violence. It also argues that real men are expected to be emotionally absent. There remain some differences of opinion about the extent of that influence. The videos we watched in class advertising, television, film, sports, and fashion does influence people.
The appeals to ethos is similar to logos, but relies more on trustworthiness and credibility rather than making sense immediately. In Jean Kilbourne’s article Two Ways a woman can Get Hurt: Advertising and Violence, overviews our society and the roles male and female are expected to fulfill. She exposes advertisement’s that promote the unfairness and wrongful
Annotated Bibliography Introduction: Examine different kinds of advertisements and the problem at hand with how they perpetuate stereotypes, such as; gender, race, and religion. Thesis: The problem in society today is in the industry of social media. In efforts to attract the eye of the general population, advertising companies create billboards, commercials, flyers and other ads with stereotypes that are accepted in today’s society. Because of the nations’ cultural expectation for all different types of people, advertisement businesses follow and portray exactly what and how each specific gender, race, or religion should be.
Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence
Notions such as “sex sells” are not necessary true, for the observers recognize the damaging images in which women are portrayed. Advertisements that depict possessive and violent men toward women are should not be selling. For example, “no”does not mean “convince me”, when taken otherwise may lead to sexual abuse. Despite that both genders can be objectified, it is women who are more at risk due to the already established idea that women are more vulnerable.
The most prominent detail in the ad is a heart that is faded around the edges with a collage of hands holding definitions of what love is written on paper in various scripts within (Ede 86). The hands pictured are from different races, genders, and ages, implying that there are no barriers when it comes to dating abuse. The use of pathos here appeals to the audience’s desire to feel loved, creating a sense of hope and trust. Some of the examples of what
Do companies create consumer demand or simply try to meet customers’ needs? I believe advertising shapes as well as mirrors society. A case in point, advertisements can shape society's perception of ‘beauty." For instance, in magazines and movies, quite often young girls strive to look-like and emulate the digitally enhanced images of women in magazines. As such, some critics argue that advertising abuses its influence on children and teenagers in particular, amongst others.
This issue has been researched numerous extensively over the years. However, very little or no sources have been written on this topic of gender manipulation in advertising. Thus, an investigation is supported to supply this topic with answers that unfold the truth about the advertising industries behavior towards their target market and their purpose for doing so. In today’s culture, advertisements in the media have polluted our tech-generated society.
“Advertising contributes to people’s attitudes about gender, sex, and violence,” states Jean Kilbourne in her article, Two Ways a Woman Can Get Hurt With advertising agencies standing by the notion that “Sex Sells” it isn’t uncommon to find sex tied into a number of advertisements seen everywhere on a daily basis. “Sex in advertising is pornographic because it dehumanizes and objectifies people, especially women …” (Kilbourne, 271). The objectification of women in our society is more prevalent than many would like to believe. Women being portrayed as passive, easy, innocent, needy, submissive and dependent beings create an understanding that women are less human than men.
Old Spice’s ad doesn’t sell the products attributes, it sells the ideologies and associations that the symbols in the ad produce about the body wash, alluding to a deeper mythical meaning that relies on cultural codes and context (Williams, 2003, p.155). Similar to the way in which Nike succeed in using an innovative cultural expression, Old Spice breaks away from the cultural orthodoxy of hyper-sexualized men’s body wash advertisements. Instead associating their product with manliness, to produce particular myth about Old Spice being the scent for a ‘man’ (Holt and Cameron, 2010, p.20), with the ad itself becoming a guide on “what it means to be a man of the twenty-first century” (O 'Connell, 2010). Through the use of ideologies, the ad presents a dual meaning, allowing men and women to interpret the ad differently and appealing to their consumeristic ideals. To females, the Old Spice sells the myth of romance and ‘manliness’ through the portrayal of an ‘ideal man’.
This advertisement includes four men and one woman who are all wearing Dolce and Gabbana clothes. Two of the men are shirtless with oiled bodies, showing off their muscular body type, which is considered to be the ideal male body type. This causes the men viewing the advertisement wanting to be like them. Beauty standards are just as important in the male society as the female society, just that it is more emphasized in the female society.
Old Spice is known for effective storytelling through the use of humor and their ability to appeal to multiple age and gender groups. In the advertisement, a soaking wet, colored, and fit young man sits upon a motorcycle on a gazebo of sorts. Behind him is the great outdoors of nature, and in his hand he holds the iconic Old Spice body wash bottle. The scent and shape of the bottle is not seen as extensively necessary to sell the audience on buying the product, but rather the imagery being portrayed through the ad. Emotions evoked through this depend on the consumers.