Sexism in Advertising

Topics: Advertising, Gender, Sex in advertising Pages: 4 (1367 words) Published: October 20, 2013
Effective Speaking
Persuasive Speech: Sexism in Advertising
                 (SKY Vodka) Working Hard, Getting It Easy  
Advertising is all about the hook. What gets the consumer to view the product in a way that makes them want to buy that product? The attraction between the consumer and the brand is what inevitably is the deciding factor on whether a product is bought or not. The racier, more explicit, more daring advertisements that go the distance get more exposure which thus gives the product a bigger consumer base that in the end will determine the profit of the product. Sex sells, plain and simple. It doesn’t matter the gender, male, female, adult or youth, it really doesn’t matter because in the end the only thing they care about is whether or not the ideal person has it. Both men and women try to live up the expectations of the opposite gender, which is expressed in advertising. Advertisers take the expectations of the consumer and push them to the extreme in their ads creating a “keeping up with the joneses” complex, standards that cant possibly be met by all, but would like to be met by most. In the article “Constructed Bodies, Deconstructing Ads: Sexism in Advertising” written by Anthony J Cortese it describes the manipulation of the public as well as the characteristics of the person that is sought after in advertisements for both men and women. Cortese states, “ Advertising sells much more than products; it sells values and cultural representations, such as success and sexuality.”(Cortese,128) Advertisements sell a way of life. The article brings to light the disorders that are brought on by trying to achieve the perfect body along with the constant stereotyping that affects everyone from preschoolers to full grown adults. Advertising creates a positive by making people buy products, but a negative at what is the cost for those items be it the emotional, physical or mental objects that go along with it. Basically Cortese says it...

Bibliography: Cortese, Anthony. “Constructed Bodies, Deconstructing Ads.”
The Pop Culture Zone. Eds. Allison D. Smith. Trixie Smith. Stacie Watkins. Trixie G. Smith
Lyn Uhl, 2009. (128-134). Print
            Sky Vodka. “Sky Vodka”
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