In Susan Bordo’s article, “Beatuy (Re)Discovers the Male Body”, she wittingly posits the industry of male modeling seen through advertisements as well as consumerism and the male body. According to Bordo, she starts off pointing out that the male body is not seen equivalent to the female body. For example, she states that the male body is a “commercial representation” (168) while the female body is “an object of mainstream consumption” (168). The Calvin Klein underwear ad, being Bordo’s first sight of an ad with a male body, points out the difference in how he is posed. Bordo views the model offering himself away to the gaze of another (170), which is usually different from the norm of how guys are portrayed.
Essentially, industries decrease people self-esteem in order to make money and sell their advertised products. Companies advertise the “perfect” body that even the models do not have because of edited images, all the while contradicting themselves saying “be yourself”, then promoting unrealistic standards. Roberts inductive thesis fell at the end of the film, stating that the promise of being beautiful leading to a better life, is propaganda and that women’s health is not as important as corporate profit. The primary appeal in this documentary is the appeal to authority.
Due to media advertisements, women have felt the pressure to look good more than ever. In the book Where the Girls are, the author Susan Douglas expresses what women sometimes feel when they are exposed to media advertisements. "Special K ads make most of us hide our thighs in shame. On the one hand, on the other hand, that’s not just me, that’s what it means to be a woman in America" (Douglas 1995). Women struggle every day with these societal pressures that the media has created and sadly it is only getting worst.
“Two Ways a Woman Can Get Hurt,” written by Jean Kilbourne, who is an award-winning author and educator, is best known for her lectures on the effects of media images on young people and specifically young women. In this essay, Kilbourne discusses the ways advertising constantly uses images that make sexual and violent situations against women and children increasingly normalized in our society. In order to support her argument, the essay is heavily filled with images of these particular advertisements that portray the sexual exploitation of women and children. Overall, the author uncovers that these advertisements do not promote self-love or confidence. In fact, these constant messages invoke self-hatred and open contempt among young women.
In "Two Ways a Woman Can Get Hurt," the author, Jean Kilbourne, talks about how women are sexualized and mistreated in the public eye by advertisements. She contends that men and women in the media are distorted as sex images and instruments: Women are portrayed as mediocre in contrast with men. For example, she states that the woman is “rewarded for her sexuality by the man’s wealth.” The media has aimed towards promoting either women or men particularly. In one advertisement, she clarifies how a tie organization publicizes ties by having ties laid in a botched up bed — as though showing that this brand of tie will help you get laid.
Today's society is constantly besieged by the media, through advertisements and extolling the importance of female beauty and discrediting other virtues such as
In this sincere essay, Teal Pfeifer creates an logical appeal that enlightens readers about the desperate need to boycott the magazines that use impractical female bodies, causing damage to young women. Pfeifer’s analytical evidence promotes an informative tone that makes her more trustworthy. Pfeifer states that according to research of Liz Dittrich, “twenty-seven percent reported that the images of models exerted direct pressure on them to lose weight” (Pfeifer 255). Pfeifer creates reasonable appeal with specific evidence based on studies that have been performed supporting her purpose to inform the reader. This creates an informative tone by including evidence of the situation at hand relating to the amount of women suffrage through the images exposed to them.
This constant fixation on physical perfection has created unreasonable beauty standards for women, ones we cannot possibly achieve on our own. Such standards permeate all forms of popular media, particularly fashion magazines and advertisements. Women are bombarded with the notion that we must be thin in order to be desirable. These images project an
Dehumanization is the process through which someone asserts control and power, treating the person as an inanimate object with no dimension or surface; becoming an object means being acted upon rather than being the active subject. It is easier to be violent to someone who one already feels power over. Dehumanizing women and men is similar to pornography, where either violence or status (men over women) promotes “power over other” (Kilbourne 420). According to Jean Kilbourne in her essay, “‘Two Ways a Women Can Get Hurt’:Advertising and Violence”, advertisement is portraying women’s body as objects that both lead to dehumanization, violence, and mistreatment toward women. Considering the opposing characterization between males and females, femininity refers to submissiveness and vulnerability that is often depicted in advertisement.
This negative portrayal leads to self-hatred and a negative self-image for women. A major point of this is the idea of excessive thinness for women, which the advertising industry is dominantly influencing how women need to meet this standard. Kilbourne argues that advertising and the media cause women to believe this is the only standard and we must meet it. A recent advertisement in Glamour magazine for Kashi cereal “GoLEAN Crunch”, is a great example of how women are represented and materialized in today’s society. This advertisement supports and contradicts Kilbourne’s argument that advertisers depict women as powerless, in-shape and perfectly beautified to meet the standard created by the media.
Countless advertisements feature thin, beautiful women as either over-sexualized objects, or as subordinates to their male counterparts. The mold created by society and advertisers for women to fit into is not entirely attainable. More often than not, models are Photoshopped and altered to the point that they don’t even resemble themselves. W. Charisse Goodman suggests, “The mass media do not
“Turning a human being into a thing, an object, is almost always the first step toward justifying violence against that person” (Kilbourne,278). When advertisers continuously use women as sex objects in order to sell their products they begin to form the mindset that “all women, regardless of age, are
The objectification of women contains the act of ignoring the personal and intellectual capacities and potentialities of a female; and reducing a women’s value/worth or role in society to that of an instrument for the sexual pleasure that she can produce in minds of another. The representation of women using sexualized images that have increased significantly in the amount and also the severity of the images that’s been used explicitly throughout the 20th century. Advertisement generally represent women as sexual objects, subordinated to men, and even as objects of sexual violence, and such advertisements contribute to discrimination against women in the workplace, and normalize attitudes which results in sexual harassment and even violence
In the year 1998 women would strive to be perceived as the “perfect” woman with flawless skin and a skinny body. In the 1990’s technology changed how we would perceive women forever. With this new technology we now have access to digital editing and other online editing tools that women can use to eliminate all of their imperfections. With these tools our society put a huge pressure on girls to look like the people in the magazines. The problem with this, the girls in the magazines were not real.
So when people look and see that they don’t look like they’re favorite super-model it can put a downer on their self-confidence. This causes many girls feeling that they aren’t good enough in society, society won’t accept them because they aren’t perfect and they start to not like their body. When for many females they can’t lose as much weight as their friend can just because of their genes and how they were born. “The lack of connection between the real and ideal perception of their own body and firm willingness to modify their own body and shape so as to standardize them to social concept of thinness…” (Dixit 1), being focused on unrealistic expectations can cause women to lose themselves and change their attitude on how they view their body, and not for the better.
