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Sexism In Advertising

Decent Essays

Our identity is what makes us human beings. People question their identity as it defines them or is it merely society labeling them. However, a female’s identity deals with sexist advertising is questioned a great deal. The representation of the female body in advertisement is shown to be vulgar, it is known as their identity to look at a certain image for the male population to draw their attention. Though it is the company portraying the women to be this way, is this really their identity? Socially this is not acceptable for women and young teens questioning their femininity. In a recent article “Many Advertisements Are Sexist” the author believes the viewpoint of women in magazines, advertisements, commercials, and campaigns are stereotyping …show more content…

Not only are there advertisements, there are restaurants promoting sexual advertising. For example, Hardee’s Hooters and Twin Peaks use females in provocative ways and forms of advertising. Both Hooters and Twin Peaks use short shorts and right tank tops to emphasize the sexual representation of women in their restaurant. However, just like magazines Hooters and Twin Peaks represents a certain image for teenage girls to look like the workers at the restaurant in order to get attention from men. While Hardee’s use models in small skimpy bikinis to promote their burgers. Not only advertisers use sexual images, but also language that puts women down. For example, The Virginia Slim slogan, “You’re Come a Long Way, Baby,” was critiqued for infantilizing woman (Frith and Muller). Additionally, woman’s body parts, which have been exposed in advertisements, have also been criticized as portraying woman in violence. These sexual terms being used in advertisements allow men to think women are okay with this kind of behavior. Boorish it can lead to rape crimes, but additionally sexual abuses and domestic violence in …show more content…

However, it is merely a propaganda technique companies and business use to draw in business. Nevertheless, it does not fail to draw in revenue. Cosmetic companies such as Cover Girl show models using their product, allowing teens to thing if they can use the products the models are using they can look like the model in the advertisement. Another company that portrays this type of propaganda technique is Calvin Klein. Calvin Klein’s underwear line advertise big muscular men, and famous pop stars such as Nick Jonas and Justin Bieber. This gives men a certain type of look they need to obtain. These muscular, famous pop stars used by Calvin Klein advertisement for their underwear line shows how men are suppose to look. However, all the photographs taken are edited in order to portray that “perfect” look. However, many people do not pay close attention to men’s advertising, but are more focusing on

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