Sexualization Of Women In Advertising

The role of gender in society has been a problem since the early 1960s. MEDIA AND ADVERTISING HAS since used methods that elaborate on sex and images and the parts that men and women play in sexual advertising. In the 1960s, advertising constructed women as the “ideal housewife” and these advertisements depicted how women should act and look. Today, advertising has begun to portray women as sexual, passive objects that men are in charge of. Because of the increasing amount of sexual advertising, sexual images and almost nude men and women have become a normality. Today’s youth and teenagers have become accustomed to seeing sexual advertising that depicts women being controlled, objectified, and bossed around by men. Not only does this present
Some people argue that men’s bodies are degraded and portrayed wrongly in advertising just as much as women’s are. While this may be true, men are not used in the same fashion as women are in advertising. Women are more sexualized than men and this type of advertising is becoming normal for today’s society. According to Julie M. Stankiewicz and Francine Rosselli, the exposure of women’s bodies occurred about four times as often compared to the exposure of men’s bodies in magazines. Most of the roles portrayed by women in advertisements tend to be of the negative connotation. In most, if not all, sexual advertisements, women are placed in the inferior or submissive role, which is often characterized by helplessness and vulnerability. Since advertising is often considered the “ideal”, this only increases women’s, and men’s, belief that this is the way that sexual interaction is supposed to happen. Setting these “ideals” in advertising confirms the idea of gender roles in
Media and advertising HAVE SINCE STOPPED portraying women as the ideal housewife, and HAVE STARTED TO portray women as the ideal sexual partner. Advertisers use methods that elaborate on sex and images and the parts that men and women play within this. In many advertisements, women are construed as helpless and men as “in control”. Because of the increasing amount of sexual advertising in today’s modern society, sexual images and almost nude men and women have become a normality. Today’s youth and teenagers have become accustomed to seeing sexual advertising that depicts women being controlled, objectified, and bossed around by men. Not only does this send the wrong message to society and young children, but it also increases the chances of a women getting raped. These advertisements construe men and women’s thinking about sex, and teach them the wrong things and ways to treat each other. The biggest reason for this type of advertising is to draw attention, whether it be positive or negative. Many advertisers and companies do not care for the effects that this type of advertising has on today’s society, because they are only worried about how the products will sell in today’s culture. The role of women in sexual advertising is demeaning, degrading, and dehumanizing. Not only does sexual advertising teach children and teenagers the wrong things about how men, women, and sex