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Essay about how gender issues manifest in advertising
Essay about how gender issues manifest in advertising
The effectiveness of subliminal advertising
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The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
Jean Kilbourne’s “Two Way a Woman Can Get Hurt: Advertising and Violence” is a section of a book titled: “Deadly Persuasion: Why Women and Girls Must Fight the Addictive Power of Advertising” that was originally published in 1999. It is about the images of women that advertisements illustrate. The central claim or thesis of the document is that: “advertising helps to create a climate in which certain attitudes and values flourish and it plays a role in shaping people’s ideas” (paraphrase). The author wants people by all genders and young children to acknowledge a right attitude towards what is shown in the advertisements so that the standards of behavior will not be influenced. As a result, it enables the negative contribution from the advertisements to be limited or eliminated.
In a brilliant update of the Killing Us Softly series, Jean Kilbourne explains the dangers of advertisements and how they objectify women. Advertisements intelligently portray women in a sexual and distorted way in order to attract the consumers’ attention. Media sets a standard on how young women view themselves and puts them at risk for developing an eating disorder. Kilbourne’s research has led her to educate those who have fallen victim to achieving the “ideal beauty” that has evolved in today’s society.
Advertising, whether criticized or celebrated, is undeniably a strong force in American society. Portrayals and Images of women have long been used to sell in published advertisements. However, how they have been used has changed enormously throughout the decades. Women have fought to find a lasting and prominent position in their society. Only in the span of twenty years, between 1900’s and 1920’s, the roles of women changed dramatically here in United States.
Chronic illness issues can include managing their illness, the cost of taking care of the illness, etc. Many people who suffer from a chronic illness suffer a lot trying to manage their illness on a daily basis. According to a website called NCOA.org, “About 80% of older adults have one chronic disease. 68.4% of Medicare beneficiaries have two or more chronic diseases and 36.4% have four or more. Chronic diseases can affect a person’s ability to perform important activities, restricting their engagement in life and their enjoyment of family and friends”
Thus, we can assume that the audience itself, the members who believe in the content of ads and its sincerity, as well as, people who agree with the portrait of the women that is being created are the only prisoners in this particular situation. “To them, I said, the truth would be literally nothing but the shadows of the images” (Plato 868). On the other hand, according to the Jean Kilbourne, author of “Two Ways a Woman Can Get Hurt” what is not mention to the public is the fact, that many women from the very young age during the process of finding out the truth and being blinded by the “light” are fighting with depression, low self-esteem, eating disorders and sexual harassment. “I contend that all girls growing up in this culture are sexually abused – abused by the pornographic images of female sexuality that surround them from birth, abused by all the violence against woman and girls, and abused by the constant harassment and threat of violence” (Kilbourne
Throughout time the evolution of American advertising has drastically changed. What hasn’t changed is the way that women are being presented. From the roaring twenties to modern time magazine ads have always advocated the main focus to be a woman’s beauty. As time goes by the advertisement industry focuses more on things like big breasts, tiny waists, long legs, and of course beauty. For instance, Chanel, a perfume line, constantly misrepresents their models in there ads by making the main focus to be their bodies.
In her film “ Killing Us Softly 4,” Jean Kilbourne (2010) delivers a strong wake-up call to the general public who are aware of what is happening with how femininity is being represented in advertising but not realizing fully the impact of the collective image that they give. Kilbourne examines what’s the same and what’s changed from the earlier versions, which illustrate how woman are objectified and presented as sex-objects; a portrayal which, cumulatively and unconsciously, leads a society to think it is acceptable to commit violence against woman. Jean Kilbourne has driven her point home from the first part of her speech shown in the video. To quote: “Ads sell more than products. They sell values, they sell concepts, they sell images of love and sexuality, of success, and perhaps most important, of normalcy. To a great extent they tell us who we are and who we should be (2010).”
To sum up, it is often said that advertising is shaping women gender identity, and some have been argued that the statement is true, because of the higher amount of sexual references of women that advertisement show and the damages that occur on women’s personality and the public negative opinions of those women. As well, the negative effects that those kinds of advertisements cause to young generations and make them feel like they should simulate such things and are proud of what they are doing because famous actors are posting their pictures that way. Others deem this case as a personal freedom and absolutely unrelated to shaping women gender identity. On the contrast, they believe that, those sorts of advertisements are seriously teaching women how to stay healthy and be attractive, so they might have self-satisfaction after all.
Cohan overall leaves a strong impression on the reader that change in women’s advertising is very important and necessary. He effectively shows that women’s advertising is often unethical and ultimately needs to stop degrading women and move to more positive ways of advertising. Although, upon digging deeper in to Cohan’s specific claims on idealized imagery advertising, a gap emerges. Cohan calls the women in the ads who have been idealized “perfect” “ideal”, women that the “average women” will never be able to look like/be (327), but in all actuality, how can advertisements, or anyone for that matter, define what is “perfect”, “average”, “pretty”, “ugly”? Cohan overlooks this phenomenon, of the ever evolving, never definable term: beauty, therefore creating a need for deeper analysis.
Curry and Clarke’s article believe in a strategy called “visual literacy” which develops women and men’s roles in advertisements (1983: 365). Advertisements are considered a part of mass media and communications, which influence an audience and impact society as a whole. Audiences quickly begin to rely on messages sent through advertisements and can create ideologies of women and men. These messages not only are extremely persuasive, but they additionally are effective in product consumption in the media (Curry and Clarke 1983:
The portrayals of men in advertising began shifting towards a focus on sexual appeal in the 1980s, which is around the same that women in advertising were making this shift as well. According to Amy-Chinn, advertisements from 1985 conveyed the message that “men no longer just looked, they were also to be looked at” as seen in advertisements with men who were stripped down to their briefs (2). Additionally, advertisements like these were influencing society to view the male body “as an objectified commodity” (Mager and Helgeson 240). This shows how advertisements made an impact on societal views towards gender roles by portraying men as sex objects, similarly to women. By showcasing men and women in little clothing and provocative poses, advertisements influenced society to perceive men and women with more sexual
4) Kilbourne, Jean. Killing Us Softly 3: Advertising’s Image of Women. Dir. Sut Jhally. DVD. Media Education Foundation, 2000.
Whereas families are on a continuum of coping and need different types of services and intervention along it, all family members should always advocate for parent education development enhancing education, family centered programs for additional support, facing minor challenges, family counseling so as not to be stressed of the child care requirement of healthcare(David and Lucid 1998)
The average American is exposed to hundreds of advertisements per day. Advertisements targeted toward females have an enormous effect on women's thoughts, attitudes, perceptions, and actions. Most of the time, women don't even realize these advertisements are formulating self-image issues. These ideals surround them daily and they become naturalized to the ads. Advertising creates an entire worldview persuading women to emulate the images they see all around them. In order to create a market for their products, companies constantly prey upon women's self esteem, to feel like they aren't good enough just the way they are. This makes women constantly feel stressed out about their appearance (Moore). Advertising has a negative effect on women's body image, health, and self-esteem.
Families help in general ADLs, decision making in regards to treatment, provide emotional support and help to handle stress. Family based interventions help in improve physical and mental health for both patient and family members compared to individual based standard care. Individualised based standard care mostly focus on increasing the individuals knowledge, awareness of the situation which is equally important however it ignores the contexts in which individuals live with chronic conditions. Therefore healthcare providers must implement and understand that family interventions will be effective in chronic health self-management. (Thirsk and Clark