Jean Kilbourne and the Effects of Advertising
Jean Kilbourne briefly discusses the function of advertising and in-depth examines the secondary effects it has, contending that it promotes success, ideals of love and sexuality, romance, images, and most importantly, normalcy. Kilbourne concentrates on "who they are and who they should be" in terms of what women are represented as in advertising. To quote Kilbourne, "the image of how a woman should look and what is desirable and expected of them" has been provided by advertising. Additionally, Kilbourne reiterates that by focusing on only "a part of a woman" leads to the objectification of women and makes it easy to justify violence against women.
Themes and Stereotypes in Gender Representation
2. What themes does she identify for the different genders (Women vs. Men – girls vs. boys)? What does she suggest are the typical images that are associated with female figures vs. male figures? What stereotypes or messages does she believe the images perpetuate regarding behavior/relationships between the sexes, concepts of femininity/masculinity, ideas concerning race, and standards of beauty? Cite and explain three examples that highlight Kilbourne’s analysis.
According to Kilbourne, the theme associated with women and girls are passive, vulnerable yet used as opposed to that of men and boys. Kilbourne suggests the images used to depict women show an element of submissiveness or women being inactive while it portrays men as formidable. Based on the pictures used by Kilbourne, they suggest men have the edge over women based on their sex. Also, it depicts boys or men advance faster into the real world while girls or women look up to the men. She further emphasizes this as the case until "race" is introduced where it is all about power and race comes after gender. In one of the images, the girl is seen applying lipstick while the boy is out exploring the world(Mike Bartley). This picture shows how beauty is a crucial matter to women from a tender age. In the other image, the girl is shown looking at the boy with a smile on the face. In the photograph, the boy has the look of contempt while the girl is short and all she has is a smile(Mike Bartley). In the third example, the boy is learning new things like riding a bike while the girl is out picking flowers showing the disparity in the roles played by both genders.
Real-Life Effects and Intersection of Consumers' Lives with Advertising
3. How does Kilbourne suggest that certain types of advertising can have "real life" effects? Explain. Does she present another argument concerning the intersection of the consumers’ lives and the advertising world? Explain an example.
Kilbourne suggests advertising through the objectification of women has "real life" consequences on women. By making women seem less than human, violence is inevitable against girls and women. Another example is in the case of women of color. By dressing women of color with animal skins or make-up shows them as not fully developed.
Remedies to Combat Flaws in Advertising
4. Does Kilbourne suggest any remedies to combat the flaws that she identifies in advertising? Explain.
Kilbourne talks about the need to get involved in any the ways that move an individual in an effort not just to change the ads but to change the attitudes associated with advertising. She says this form of advertising affects all whether consciously or not which hinders the ability of everyone to live free and authentic lives.
Responsibility of Consumers
5. What does Kilbourne believe is our responsibility as consumers? Explain.
According to the presentation by Kilbourne, our responsibility as consumers is to get involved in the ads materials since we are affected directly or indirectly. She hints at the need to strive for a new culture where there is proper public education regarding advertising, and the public becomes enlightened on their role as citizens who have an opinion, not consumers whom goods are imposed on them.
The Effectiveness of Kilbourne's Argument and Analysis
6. How effectively does Kilbourne present her argument/analysis? Consider her support and the structure of her argument. What features of a textual analysis does her lecture incorporate? Explain.
Kilbourne vividly explains her points in a way that her presentation resonates with her audience in a manner that is convincing and easy to relate. Kilbourne employs rhetoric criticism in her talk as she tries to assist the audience to understand the historical, social, and cultural implications of objectification in advertising. Additionally, another feature of textual analysis observed in Kilbourne's presentation is the ability to guide the audience into a keen examination of the topic and form a reasoned judgment or conclusion which is in line with the goal of the presentation.
Work Cited
Mike Bartley. Killing Us Softly 3.Mp4. YouTube, https://www.youtube.com/watch?v=LraxEuFb3Xw. Accessed 29 Nov. 2017.
