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The Objectification of Women in Advertising
How do you define beauty
The Objectification of Women in Advertising
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1.1 Project Background and Motivation
According to Women’s History Expert, Linda Napikoski (Napikoski 2015), “objectify”, being used in a general sense, describes disrespectful ideas about another person (Napikoski 2015). In other words to objectify someone would be to treat them impersonally, as if they don’t matter. Another definition provided by the Merriam Webster Online Dictionary (Webster 2015), describes the word as ideas that start to have emphasis on physical beauty or dismissal of the person's inner qualities, the term is used to describe the way one treats someone as an object rather than a person. This leads to you losing sight of the human connection and disregarding their feelings and self worth. This definition is one that can
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In other words women are being treated as if they had certain jobs that were prescribed to them, being domestic, sexual etc. Women are in a way being compared to being a tool. Tools were however created for specific purposes, whereas humans have been blindsided about the purpose of women for years (Behnke 2014).
After being brainwashed through media and advertising, women feel pressured to conform to the beauty standards being advertised in our culture. (Paul 2015). Women therefore become familiar with the fact that they are not perfect and end up going to great lengths to make changes to their faces and bodies in order to conform to the beauty standards that people are being lead to believe are “perfect”. The mass media helps women to discover problems within themselves that need to be fixed and adjusted. Women have therefore been taught to internalize an observer’s perspective of their bodies.
The objectification of ones self stems from what we see in advertisements and media. Advertisers use the objectification of women in order to influence society’s expectations for popularity, beauty and fashion (Behnke
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Women have become too worried about their appearance and extensive research has demonstrated that that there are negative results of female objectification in the media. There is an increasingly growing list of consequences and has been linked to problems with mental health, appearance anxiety, sexual dysfunction, eating disorders, depression, body shame, motor functioning, self-worth and cognitive functioning. (Greening 2002) (Heldman, Ms. Blog Magazine 2012).
Women are affected by what they see in the media, whether it is conscious or not. The representation of women in media has created a definition of beauty. It has created a status as to what you should look like, which women compare themselves to. By creating a certain type of message, media can manipulate people’s attitude and opinions. According to Malgorzata Wolska, men are taught to compare the women in their lives to the women they see in the mass media, most conforming to the gender specification roles they were assigned to in the past (Wolska 2011).
In today’s society, being the perfect size, weight as well as having the perfect hair and skin is constantly on the minds of all women. These women see incredible looking models in magazines and become jealous of their perfect looks (Bite
She defines objectification by simply meaning that women portraying their body parts, which I personally think that it’s a very swallow explanation. Objectification doesn’t mean that a person focuses on your body, but it means that a person is treating them simply as an object for sexual desire. The problem with pornography is that it defines women into an object for pleasure not just because of its sexuality. She went on to say that no one will get upset when women are presented as “brains” or as spiritual beings. I personally believe that her choice of
The documentary Miss Representation identifies the numerous ways women are misrepresented in the media, including in news, advertisements, movies, and television. The title Miss Representation emphasizes that the way we portray women in the media is a misrepresentation, as in it does not do women justice and oftentimes, has a negative impact on the perception of women. Frequently in the media, women lack leading roles and complexity, are held to an unrealistic standard of beauty, and are subject to objectification and beautification (Newsom, 2011). These misrepresentations lay the groundwork for gender socialization, and therefore, shape how women perceive themselves and are perceived by others.
Media is a wide term that covers many information sources including, television, movies, advertisement, books, magazines, and the internet. It is from this wide variety of information that women receive cues about how they should look. The accepted body shape and has been an issue affecting the population probably since the invention of mirrors but the invention of mass media spread it even further. Advertisements have been a particularly potent media influence on women’s body image, which is the subjective idea of one's own physical appearance established by observation and by noting the reactions of others. In the case of media, it acts as a super peer that reflects the ideals of a whole society. Think of all the corsets, girdles, cosmetics, hair straighteners, hair curlers, weight gain pills, and diet pills that have been marketed over the years. The attack on the female form is a marketing technique for certain industries. According to Sharlene Nag...
The media is a fascinating tool; it can deliver entertainment, self-help, intellectual knowledge, information, and a variety of other positive influences; however, despite its advances for the good of our society is has a particular blemish in its physique that targets young women. This blemish is seen in the unrealistic body images that it presents, and the inconsiderate method of delivery that forces its audience into interest and attendance. Women are bombarded with messages from every media source to change their bodies, buy specific products and redefine their opinion of beauty to the point where it becomes not only a psychological disease, but a physical one as well.
Dickerson, Rachel. “America Objectified: An Analysis of the Self-Objectification of Women in America and Some Detrimental Effects of Media Images.” Stanislaus State University. Web. 12 Nov. 2013.
In this age, media is more pervasive than ever, with people constantly processing some form of entertainment, advertisement or information. In each of these outlets there exists an idealized standard of beauty, statistically shown to effect the consumer’s reflection of themselves. The common portrayal of women’s bodies in the media has shown to have a negative impact on women and girls. As the audience sees these images, an expectation is made of what is normal. This norm does not correspond to the realistic average of the audience. Failing to achieve this isolates the individual, and is particularly psychologically harmful to women. Though men are also shown to also be effected negatively by low self-esteem from the media, there remains a gap as the value of appearance is seen of greater significance to women, with a booming cosmetic industry, majority of the fashion world, and the marketing of diet products and programs specifically targeting women.
The image that the media has created of women through advertisements, magazines and movies, has significant affects on how the public views women. The mass media has created a specific look for women to have by portraying that women should look young, be slim, have flawless skins and meet all the beauty components of the society (Davtyan-Gevorgyan 2016). The women in the media are used in association with household or sex objects and will lack important roles (Ibid). In advertisements, women are more likely to be have specific roles to gain the audiences attention, such as: laying down sexually and touching themselves or the products (D’Enbeau 2011, 55). However, majority of the ads also restrict women to home, show them as dependent on men and use them as sex objects (Ibid).
...lways be inferior to men. In their everyday immersion, they are constantly reminded by this fact, and so they constantly subject to men and follow the daily routines prepared for them. They beautify themselves the way man would perceive them to be attractive. And so, even if some women are now displacing men in their own game and in their own world, as long as they wear powders and plastics, they will remain as others. As long as we look at ourselves in context of the eyes of men we will always be treated as mere objects.
T he media continues to perpetuate negative representations of women. Women are expected to look a particular way in regards to hair, weight, nose shape and size, clothes, shoes, make up and many more personal attributes. This has started to take a toll on how women of younger generations view themselves. How they view themselves is what often leads to eating disorders as well as depression. It is truly heart breaking to see both the physical and emotional effects of these two horrific mental illnesses.
My exploration has educated others on the effect media has on women by focusing in on the exploitative images of women. Women in media are more attractive than males, shows more nudity, and wears sexy clothing “These sexualization findings are troubling for two reasons. Theory suggests and research supports that exposure to objectifying content may contribute to and/or reinforce negative effects such as self objectification, body shame, and/or appearance anxiety among some female viewers.15 The results also suggest that with a higher prevalence of females on screen a higher incidence of sexualization follows”(Smith 2016). Women are exposed to so many mainstream images
Leading women to have an immense pressure to look like what they see in the media. According to a statistic from the Melrose Center, 80% of of women in the U.S. don’t like how they look. This was personally eye opening to me considering that I’ve felt insecure myself and was something I wasn’t facing myself. Another study found from Statistic Brain, 80% percent of women say the images of other women in the media makes them feel insecure. Which made me conclude that the media is one of the prime reasons why so many women experience body dissatisfaction.
The objectification and misjudged representation of women in the media The media portrays social groups in a particular way for their own benefits. However, these portrayals affect a lot of people and especially women who are portrayed negatively in the media. Girls and women are affected by advertisements who portray women unrealistic and could start thinking bad about themselves. For that reason, the particular focus of this task will be why women are objectified and portrayed negatively in the media and give examples to give more meaning to my arguments.
In class, we discussed how women are represented based on their looks and their beauty and how their image is the stereotypical “perfect white woman.” This would be a woman who is tall, skinny, wears make-up, and is all- around beautiful. The goal of feminizing these women is to supply viewers with “eye candy”. It is not always evident what is being done, but the subtle changes to the way women look is detrimental to make changes in a positive direction regarding gender equality. Feminizing women in media this way entertains the idea that the only thing that women are good for is to look pretty and be there for the man’s pleasure.
Women and girls seem to be more affected by the mass media than do men and boys. Females frequently compare themselves to others, finding the negative rather than looking at the positive aspects of their own body. The media’s portrayal of the ideal body type impacts the female population far more than males, however, it is not only the mass media that affects women, but also influence of male population has on the female silhouette too.
But there’s still a long way to go. We need to stop featuring women as peripheral characters.¨(Marketing week, how the portrayal of women has changed). The media use discrimination, objectification, and dehumanization to police women’s bodies. The result of this is a rise in low self-esteem, dangerous body modification procedures, violence, and sometimes death among women. As long as women’s bodies continue to be shunned instead of celebrated by the