Sex Objects In Advertisement Analysis

Gender issue has been a controversial topic around the world since forever. As our world develops, women have gradually realized their value in the society and start to fight for their rights in all aspects. However, men and women’s status have never really been equal, especially in developing countries with long history. For example, in China, women were treated as properties and slaves in the past. Although people are trying to change the society’s attitude toward women, it is hard for a country with more than four thousand years of history to change the rooted concept in such a short time, which is that women’s duty is to serve their husband and to reproduce. This concept is still causing Chinese women to be domestic other than having a

Although there are examples of men being sex objects in advertisements, the cases are very rare and they are less than the amount of advertisements, which women are being sexualized in them. “Men's bodies are very rarely dismembered in ads, more than they used to be, but still it tends to come as a shock” (Kilbourne 4). Although there are sexualized men ads, women out rate men in sexualized advertisements. Women are more likely to be sexualized than men. There are more and more sexualized women advertisements out in the public. “Female characters continue to show dramatically more skin that their male counterparts, and feature extremely tiny waists and other exaggerated body characteristics, this hypersexualization and objectification of female characters leads to unrealistic body ideas in very young children” (“Gender in Media” 2). As it is said in the quotation, advertisements are impacting people and children’s perceptions for women. The significance difference between women and men that women are more likely to wear seductive clothes than men and are more attractive than men is shown in most advertisements. This may lead to the fact that women are objectified in people’s perceptions. There is potential danger for women to be presented as sex objects in advertisements. “When women are objectified, there is always the threat of sexual violence, there is always intimidation, there is always the possibility of danger” (Kilbourne 5). From this quotation, it is clear that the sexualizing of women in advertising has negative impact not only toward women’s self-esteem and social value, but also causes potential danger for women. Advertising is for entertaining the population and selling products. It should not bring any negative impact to anyone, so advertisements should stop sexualizing female models. From the evidence above, women are most likely to