Summary: Sexual Objectification Of Women In Advertising

Sexual Objectification of Women in Advertising Research: An Annotated Bibliography Bratu, Sofia. Gender Representation in Advertisements (2013): 166-71. Web. 13 Oct. 2015. This article examines gender based reaction to the use of unnecessary sexual appeals in advertising, advertisements that portray women as sexual objects, and representations of masculinity in contemporary advertising. The author also describes how a woman’s body is portrayed in advertising as a woman’s source of capital. The possession of a sexy body is presented as a woman’s key source of identity. The author addresses the fact that women have come to accept the sexual objectification of their gender. In conclusion, the author analyzes the differences between the attitudes

The author discusses how the modern society objectifies the female body, and how females have come to view their body from the eyes of society by living through the standards set by society. The chapter also talks about the negative effects associated with self-objectification such as body shame, appearance anxiety, and depression. The book also discusses recent research developments on self-objectification of women and various scales for measuring self-objectification. The researches carried out showed evidence for and the causes of self- objectification including psychological consequences , and associated mental health

These researchers carry out a study examining consumer reactions to variations in women’s nudity and sexual depictions in advertising, in light of their moral beliefs or ethics. The study showed that consumers with a strong ethical or religious backgrounds responded negatively to sexual advertisements. Another major study found that American ads did not portray men and women as equals, and the authors discovered a heavy use of female stereotyping. A response study found that women were not happy about these stereotypes and were critical of the advertisers using offensive advertisements. In conclusion, the authors discuss how advertisers battle with the decision of determining where the fine line between what the consumers perceives to be sexy and what goes over the line to become sexist and offensive