Objectification Of Women In Ads

Mar 12, 2019   •  29 views

A trend that is developing in entertainment media today is the objectification of women in society. Since the introduction of advertising many centuries ago, women have been objectified, and in some instances, insulted or degraded.

Despite the efforts of many people, it's apparent that society is still seeing the same patterns of objectification and the mindless use of sexualized women in advertising campaigns. Specifically in movies, music videos and advertisements. This is inimical to society because this way media is devising social stereotypes for both men and women that can result in noxious social and physical habits.

The issue is more prevalent because the more the media uses sexualities content regarding women, the more viewers seem to be interested. Thus, it can be considered that media is able to shape the socio-cultural sense of viewing a “woman”, the ideals of dating, romance and sex, and everything that is ‘ideal’ in society. The sexual attitudes of society which are shaped can have effects which affects all other attitudes towards viewing a woman in the society. This media action, however malicious, is allowed to proceed because sex sells and this objectification of women is what society has proven they want to see in entertainment media.

For example, the “Wild Stone” perfume ad shows ab woman being ‘aroused’ just when the man wearing that perfume walks into the room. This portrayal of a woman expressing or showing her arousal so openly has nothing to do with the perfume.

Yet, the woman, her clothes, her figure, mostly her expressions that are inappropriate to be seen by the general audience is the prime focus.

In another ad, for the vests and inners (for men) of a certain brand, a stunt is illustrated and a woman in minimal clothes is saved by the man wearing that particular vests and inners. There in the as nudity is in both man & woman, but the attention is sought by the woman. There definitely is no need for the woman to be in the ad in the first place, and there is nothing that a woman can buy for herself. Yet, this ad is meant for “men” so to draw their attention, a woman is used. Men think (as per the ad's producers) that with these particular brand’s inners & vests, they might become superheroes and save a similar woman.

Men’s objectification of women is a disabling act that reduces women to be considered their observers. It results in speculation regarding the ability of women to actually be of use to society, in any way other than merely being there as physical manifestations of beauty for men to feast upon. All emphasis is placed on the outer self and this leads to the wider belief that this is a woman’s only purpose. Thus, the potential lies only in the outer self of a woman, and whatever else she is capable of, is of no use to men.