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Gender Ethics and Media Influence
Kimberly White
PHI208: Ethics and Moral Reasoning
Instructor: Micheal Pelt
October 12, 2014
Gender Ethics and Media Influence
The use of sexual appeal in advertising has become commonplace. Marketers are always looking to attract consumers. Being continually inundated with certain messages, the media has been an undeniably formidable influence over our concepts of self as well as a universal society. They employ many different tactics that sometimes has little to nothing to do with the product being advertised. For example, a recent commercial for Xyience Xenergy energy drink. It depicts a scantily clad model, wearing knee high spiked boots, dancing like a stripper in an attempt to entice the viewer to buy
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This thought has been held on for far too long. In a consumer-driven society, advertisements invade the minds of every person who owns any piece of technology that can connect to the internet. Killbourne observes that “sex in advertising is pornographic because it dehumanizes and objectifies people, especially women,” (271). Advertising takes the societal ideology of women and stereotypes most kids grow up learning and play on the nerves of everyone trying to evoke a reaction out of potential customers, one that results in them buying products.
Advertisements are all over the place. Whether they are on TV, radio, or in a magazine, there is no way that you can escape them. They all have their target audience who they have specifically designed the ad for. And of course they are selling their product. This is a multi billion dollar industry and the advertiser’s study all the ways that they can attract the person’s attention. One way that is used the most and is in some ways very controversial is use of sex to sell products. For me to analyze this advertisement I used the rhetorical triangle, as well as ethos, pathos, and logos.
Advertisers use whatever they can to attract the reader. From a sexual appealing look to a word. One of the most helpful approaches is sex of course which can capture anyone's attention. The ad for Opium perfume depicts a young brunet that has nicely shaped body and wears nothing but golden slippers, necklace and bracelet. Model is laying down seeming like she is enjoying herself and maybe experiencing orgasm. Again in Dolce & Gabbana ad, we see man and woman having passionate foreplay; with one hand he is pulling her bra strap down while with other touching her breast and she is taking her panties off. In this ad, the naked female body and idea of sex is used to get the image of their product into the reader's memory. "Newsweek wrote: The strategy is that, while the consumer studies the picture, the designer's name melts into the brain. And a big part of the message that was melting in was sexual." (Streitmatter, pp. 123) Anyhow, both ads use sexual attention to grab reader's attention. This is exactly what Calvin Klein had intended he wanted to "make sure, first and foremost, that anyone who was thumbing through the pages of a magazine would stop and look at the ads.
Other aspects strengthen the advertisement design's sexual appeal. The foreground woman's strapless swimming suit, highlighted in red, is the most notable example. Her chest prominently resides above horizontal boxes in both th...
The headline of the ad is “Decisions are easy. When I get into a fork in the road, I eat.” After viewing this ad, the sub thought to every idea, man or woman, is that her cool attitude toward food can be easily duplicated. With this idea, there is a relationship that is formed between sexuality roles and advertisements. From a young age, women are constantly being shaped and guided to the ideal weight of our society, which is being impersonated by women similar to the one in this advertisement. Her sexual stance, thin, short skirt, and her hand placement all show signs of sexual
The target audience for this particular advertisement is males, both in their teens and twenties. The appeal to men in their twenties is strongly evident, through the overt sexual nature of the photograph. While most of the female’s features are not visible, the parts which can be seen, result in a highly sexualized image. The appeal to the teenage male population takes a bit...
“Sex sells” is an aphorism closely adhered to by both the film and print advertising industries. For over a century, magazines, newspapers, film, and other advertising mediums have utilized women and sexuality to persuasively market their products to consumers (Reichert, 2003). By representing an assortment of consumer products surrounded by women who exemplify a “desired” body type, marketing specialists quickly discovered the direct correlation between sexuality and consumer buying. So why is using beauty and sexuality as a marketing gimmick so harmful? With women being the primary audience of both general interest and consumer product magazines there is constant exposure to the idealistic body image that advertisers and mass media believe women should adhere to.
Many of which include sexuality and the over-powering of women. Piecing, for example, is when advertisements use a portion of the body, usually sexual, that will take up the majority, and in the far corner will be the actual commodity. However, the use of sexuality in advertising has a different effect between men and women. “Focusing on spontaneous evaluations of sexually themed ads, these authors found that in contrast to men, who reported positive attitudes, women on average exhibited a marked negative reaction to explicit sexual content in advertising” (Dahl 215). Women prefer the intimacy instead of a spontaneous sexual
One thousand years go by and an abundant amount of people still view women in a stereotypical type of way. On the opposing view, if women did not overstretch the slightest of things, this wouldn’t be such an enormous issue. Women may be overreacting to what the media has to say about them. It is not affecting everybody but a vast majority of successful women from continuing to moving forward said Marianne Schnall. Important to realize, women are capable of doing jobs men can do. Such jobs as being an engineer, physician, mechanic, lawyer and even top notch business women! Up to the present time there is an ongoing public debate on women suffering from double standards. If it makes a female feel threatened or belittled than it may be sexist. A very interesting article this came to be because the writer had numerous accountants to keep her argument steady. A worthy writer brings up present time activities, statistics, and people being affected by the scenario and provides the reader some closure. With a devastatingly crucial issue such as women being shunned by the media, it’s not okay to have the ideas of other people in your work. In the article, “Controversial Hillary Cover of Time Illuminates Sexism in the Media” by Marianne Schnall, implies that the media is negatively affecting the chances of women becoming successful with all the sexism it is portraying. Marianne Schnall is a published writer and professional interviewer with many influential credentials that she in not afraid to use.
The objectification of women is a huge issue in society and is often led by advertising. However, many men still believe that the adverts depicting women in a sexual and often passive posture are not very offensive, but rather very funny or sexy. However, how would they feel if it were their daughter or sister being advertised throughout the world as a sexual object? The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60.
Advertisements have been featuring sexual images to increase sales since the nineteenth century, and the phrase ‘sex sells’ is so popular even children know it. From cigarettes to soap to underwear to jeans, sex is used to sell everything, and the image of a naked women is one of the most popular examples of this. In the Weyenberg advertisement, the woman is topless and completely uncovered by anything but her own arm, despite the fact that she is selling a shoe. There is no correlation between the object being sold and nudity, they are actually direct opposites, but the company will still use it because they are more likely to sell shoes to men if the advertisement makes them think of sex. This image of women has not changed in the four decades since this advertisement was created, and it is so normalized that most people never stop to think about what is so inherently wrong with that. In 2013, just three years ago, Robin Thicke released a song encouraging rape that was able to sell astronomically well, and then he posted a music video featuring topless women being used as sexual objects that encouraged sales even more, and all because it features women and sex. Both the advertisement from 1974 and the music video from 2013 present women as sexual objects as a way to increase sales of the product, and since they
In today's world, what we see in the media dictates our world. Media, by definition, is a form of mass communication, such as television, newspapers, magazines and the internet. Since the beginning of this media phenomenon, men and women have been treated very differently, whether it be through advertisements or news stories. As women have gained more rights and social freedoms, the media has not changed their views on women. They are often viewed as objects, whether for a man's pleasure, or for as a group to sell only cleaning products to.The portrayal of women in the media has a highly negative impact on the easily shaped young women of today. Women of power are often criticized, others hypersexualized. The media also directs advertisements for household things at women.
Advertising surrounds the world every second of the day. This form of influence has had the power to influence how society views gender roles ever since men and women began to appear in advertisements. Through the exposure to many different gender portrayals in advertising, gender roles become developed by society. This stems from how men and women are depicted, which forms stereotypes regarding the individual roles of men and women. People often shift their definition of an ideal image towards what they see in advertisements. From this, they tend to make comparisons between themselves and the advertisement models. Advertisements tend to be brief, but impactful. The different portrayals of men and women in advertising show that advertisements
An article by Christina N Baker, Images of Women’s Sexuality in Advertisements: A content Analysis of Black And White Oriented Women’s and Men’s Magazine emphasizes on how women’s are portrayed in media such as advertisements and Magazine. The author analyzes how media has a huge impact in our society today; as a result, it has an influence on race and gender role between men and women.
From the youngest age I can remember, everything I had seen in the media, altered my perception on gender - what it was, what it meant, and what society saw as fit. Gender has often been confused with having to do with biology, when in fact, gender is a social construct. In today’s society, gender has mixed up the construction of masculinity and femininity. This plays an important role in many individuals lives because they define themselves through gender over other identities such as sexual, ethnic, or social class. Identity is shaped by everyday communications, such as what we see through the media, therefore as society continues to evolve, so does the way we perceive identities and select our own.