Summary Of The Objectification Of Women In Advertising

Through time ads and other media have shaped society’s view on the ideal image for women which negatively affect how women perceive themselves. Derek Thompson, in his piece Wanting Expensive Things, argues the want for expensive things, or the happiness society associates with expensive things, comes from the act of desiring something, not the act of acquisition itself. Media and ads for big companies, such as Lulu Lemon, Victoria Secret, and many others today use manipulation of consumer’s wants, emotions, and insecurities to better sell their product. Although it is known that the ideal image these companies sell are unattainable for majority of women today, women still shop at these stores in hopes of achieving the ‘ideal image.’ Over the

Small waist, long limbs, perfect long flowing and shiny hair, no blemishes, perfectly straight and white teeth, just the right amount of assets. A description that seems to fit every model and “it girl” society glamorizes in media and ads. Paul Suggett in his article The Objectification of Women in Advertising speaks out about the effects and points out why women desire to look like the ‘it girls’ in media. “Women, from the same early age, are told they must look like this woman. They should aim to have those long legs, perfect skin, beautiful hair, and incredible body” (Suggett). This image of the perfect woman does not just effect women in society but also men, leading men to desire this ideal woman from early on in life but being nearly impossible to attain her (Suggett). An ad by BMW uses the line “You know you’re not the first, but do you really care?” with a picture of a beautifully tan, skinny, tall, half-clothed

Jean Kilbourne who wrote an article about the negative effects of advertising on women, Advertising’s Toxic Effect on Eating and Body Image, states, “The American ideal of beauty has become so pervasive that 50% of three- to six-year-old girls worry about their weight.” The disconnect that is created between women and the women presented in advertising grows more and more each year and with the growth of this separation it causes a rise in eating disorders such as anorexia and an up rise in binge eating. Kilbourne argues, “The solution to obesity isn’t to make girls hate themselves”(Kilbourne). Lulu lemon took a different approach when owner Chip Wilson stated, “some women’s bodies just actually don’t work for it (their products)” (Tencer). Lulu lemon targets consumers with slim, athletic body types to further their high end, popular, and expensive name. They achieve this by selling clothes in small sizes and through limiting how high their sizes go are feeding into the culture that causes eating disorders. Under Armour decided to shatter these stereotypes when realized most women are not that small and reaching out to a wider range of cliental with one goal in mind, boosting confidence in their consumers. Their ad I Will What I Want shows women athletes overcoming typical stereotypes challenging the women portrayed in typical ads today (Time), but Lulu Lemon tends to be more