Objectifying Women In Advertising

Objectifying Women in the Advertising Industry

Have you ever strolled in the mall when suddenly something grabbed your attention? Ever noticed the big bright attractive red poster? Ever realized the huge capitalized letters? Yes, the large and attractive red sale signs that are often hung at the entrance of every clothing store. Such signs immediately attract most of the passers - especially women. The consequences of a sale sign include penniless wallets, sore shoulders, furious catfights and instant bruises. Though sales cause pain and headaches and lead customers to moan and groan, the increase stores’ profits and make customers happy. According to Malcolm X, “the media [is] the most powerful entity on earth. They have the power to make

In specific, advertisements target women by perfecting female models and retouching pictures and videos. Advertising is simply drawing attention to products, services, or even events on public display that can be reached by anyone. Companies advertise to raise awareness, increase sales, and remind people that the product still exists. Furthermore, advertising can be done through various means including visual, written, and online. Despite the many benefits of advertisements that help boost the economy, advertisements objectify women in a sickening, ill-mannered method.

Most advertisements show women as defenseless and weak characters or a prize to be won by a snobbish man. Advertisers create a perfectly slim,

The company’s concept is somehow logical to men but hard to believe. Personally, I find it extremely provocative and bold and unsuitable for public display. Masculinity suggests that naturally, men are supposed to be strong and muscular and not find other men attractive – variables believed to attract every woman. This explains the cleverness yet boldness JBS Underwear’s campaign’s perspective. “Men do not want to look at naked men,” is the reason why they are using female models to sell and model in male underwear. That strategy makes sense if you take into consideration the campaign’s slogan. The campaign in composes several means - the video showcases a nude girl wearing the brand’s underwear, “the boxers,” and spending the day, supposedly, like any regular man would. Spitting, farting, burping and all the vulgar actions men do that no girl will ever be seen doing in public as it is found to be offensive if done by women. This is an extremely clever way of advertising because not only does it attract the males’ attention but also glues their five senses to the advertisement. This way also creates loyalty between the male consumer and the company, but in the same time it is using the female body as an object, therefore objectifying