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Sexism In American Culture

696 Words3 Pages

Sexism is as pervasive in American culture as consumption is. In a society that is media driven, what is the impact of the media’s gendered language, idealized bodies and sexual stereotypes brought forth in an effort to get one to purchase a product? First, one needs to look at the definition of sexism. Sexism is defined as “behavior, conditions, or attitudes that foster stereotypes of social roles based on sex.” Sexist ideals are not only verbally stated, but also within media, impacting human thinking. The media industry creates messages that differ from the truth producing sexual innuendo within advertisements. In 2007, the high end fashion brand, Dolce and Gabbana published an advertisement that was globally criticized. Within this advertisement, …show more content…

The men and woman of the advertisement are standing in different levels and positioned in a manner to imply a hierarchical placement of power and control within relationships between men and women. Inequality is expressed by having a man restrain and other stand on top of the woman as she cannot escape. Through this ideal, a major theme of the objectification of women is expressed, indirectly. Moving away from the “powerful” men, and looking at the woman now, she is wearing a provocative outfit that consists of black lingerie and stilettos. She is viewed, through her outfit, as an object of desire for the men that surround her. Along with this, she meets all of society’s requirements for the “ideal” woman: tall, slim, and most importantly …show more content…

The aim of the Dolce and Gabbana advertisement is to capture the attention of men. They wanted the target audience of males to believe that purchasing the brand itself will make men feel as powerful and successful as the models who surround the weak and complaint woman. They would be able to experience physical supremacy, and more importantly have the power to gain control as well as dominate beautiful women. Having women under their power, a man will feel dominant but if women were to look at this advertisement, they would have the feeling of

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