Advertisements That Make Women Look Bad

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Cydney Walters
Essay 1- Argument
Dr. Barker
October 4, 2010
Advertisements That Make Women Look Bad

Some advertising companies do not see the problem with using women to sell their product and make money. “In advertising today, women are still dismembered—just parts of them presented to sell a product. Kilbourne says in the imposed American obsession with breasts, uplifted derrieres, etc., women forget things like the sensation they lose when they have plastic surgery on their breasts” (Kilbourne). Advertisements should make sure they do not portray women in a derogatory manner.

The roles of women have dramatically changed over the generations. Women have gone from housekeepers and wives to sex symbols. Placing women on advertisements in hardly any clothing draws attention to the product itself, but making women seen vulnerable. Dolce and Gabanna, for example, uses and ad where there is one female wearing a strappy, black dress and some high heels. Dolce and Gabanna has her lying on her back, while a shirtless man is on top of her, as if he were pinning her down. There are also three shirtless men in the scene who are standing around watching. Having an advertisement, such as this one, might work to sell a product because of the impression it places on the consumer. Male viewers would presume Walters 2

that the only way to get a beautiful woman to be submissive is to wear products of Dolce and Gabanna. Advertisements like these make the woman in the ad provocative; therefore, viewers conceive their own opinion about women in general.

There becomes a problem when teenagers and young adults see these women on ads dressing seductive and inviting. Women and young girls alike, start to believe they must dress in this manner because that is what the models are wearing. Women also see ads, such as the one Dolce and Gabanna have published, and they look at the women in the ad that dress tantalizing and getting handsome men, that the female viewers too,...
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