Advertising in the media is prevalent. Every single day, an average American consumer views approximately 3,000 advertising messages. Women are frequently portrayed in these messages as sexual objects. The ideal girl is portrayed as white, thin, sexy-clad, and subservient in commercial language during the last few decades. Through advertisements, television, and new media, women are under intense pressure to be sexually beautiful and active. There is a continued trend of proactive images of women partly clothed or naked bodies in the media ads. Some argued that the women's bodies are sexualized in ads for the purpose of capturing the viewer's attentions. In regards to this, women have been perceived as sexual objects when their bodies and sexuality are linked to the products which are bought and sold. According to media activist Jean Kilbourne, women bodies are disjointed into legs, breasts or thighs for the purpose of reinforcing the message that women are objects rather than human beings.
The most common similarities in these ads are the use of provocative women's organs in attracting the viewers. The majority of the ads incorporate beautiful women who are thin, slender with white skin complexion. The sexual organs of the women are often exposed like breasts and thighs. Seductive facial expression of women is also common in most of these ads. However, there are no much differences in these media ads apart from the bright coloration and paintings that are common in some while other ads are dark and are not conspicuous.
How are men depicted in these advertisements? Describe similarities among the advertisements as well as differences.
In many of the media ads, men are in charge, self-contained and are often alone. In some media ads where men are shown with other men, they are usually portrayed to be courageous personalities who are ready to unleash and spree their aggression at any moment. However, it was noted that when men are shown in the media ads with other women, they are portrayed as relied and dominant people. According to the advertising archetypes, male body can be used to sell any products despite the fashion.
According to Kilbourne, most media ads commonly incorporate men that are aged between 20 – 40 years. This age-group are perceived to be courageous and candid to be presented in fashion. In other media ads that present both men and women, men's chest and biceps are portrayed. These are meant to attract the viewer's attention. Lastly, in fashion products, only strong and energetic men with six bodied pacts are presented in the ads. However, there are no big differences in most of these media ads apart from the size and race of men used. Black Americans groups are often explored while in other media ads with warning messages, typically African men are used in the ads.
How do gender stereotypes vary by race, ethnicity and social class? (If you had difficulty finding a diverse collection of photographs, comment on this).
Gender stereotypes concern with the perception that the society gives to males and females based on their race, ethnicity and social class. This perception may vary based on your race, ethnicity as well as social class. Women are often perceived as servants of their husbands with limited rights and freedom in some ethnic groups. They should not be part of the major decisions that may concern them. However, the perception that boy child is better than girl child changes drastically when the social class of women is empowered. Girls have no voice and may influence some key decision that concerns their rights when they have opportunities to command resources. In regards to this discussion, gender stereotypes vary differently with the race, ethnicity and the social class.
How much do men and women interact in these advertisements? Comment on factors such as touch, images of strength, dominance, sexuality etc.
Women are portrayed more sexually attractive in most media ads. Their bodies are carefully colored with desirable and expensive make-ups to bring the sense of attractiveness. However, are rough with strong bodies. In terms of dominance, men are usually portrayed as the most dominance personalities in media ads where both men and women are used together. In regards to sexuality, women are made beautiful with exposed breasts and thighs in the ads to attract the viewers.
What cues, if any, are present in sexual orientation? Describe.
The soft and bright facial cues are one of the most obvious sexual orientation of girls. They are naturally presented with seductive eyes in many media ads. On the other hands, their attractive curvature hips and beautifully attractive breasts and thighs give a perfect orientation of women. Similarly, men often give strong biceps muscles with rough beards to show their gender.
Reverse the positions of men and women in each advertisement. Do the messages about gender change? If so, how?
When the position of men and women are interchanged in the advertisements, the messages about gender would otherwise change. Women are used as sexual tools rather than human beings. Their breasts and thighs are majorly targeted to attractive the viewer's attention. This dehumanizes women thus giving them less value in the society. Moreover, men are merely used as a selling tool for fashions and other beauty products.
What conclusion can you draw about how men and women are depicted in the media? How might these images relate to the development and maintenance of gender stereotypes?
In conclusion, it is important to conclude that the media ads have created negative stereotypes about women compared to men. Women's sexual organs are readily exposed just for the purpose of attracting the viewer's attention. Similarly, men are perceived to be very strong in the society. In regards to these, media ads facilitate negative perception about women as sexual tools that should not be given respects in the society. Similarly, men are perceived to be strong personalities in the society that should be accorded respect as compared to women.
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