The Reception Theory: Sex Objectification Of Women

Jean Kilbourne’s film, Killing Us Softly 4, depicts the way the females are shown in advertisements. She discusses how advertisement sell concepts of normalcy and what it means to be a “male” and a “female.” One of her main arguments focuses on how women aspire to achieve the physical perfection that is portrayed in advertisements but this perfection is actually artificially created through Photoshop and other editing tools. Women in advertisements are often objectified as weak, skinny, and beautiful while men are often portrayed as bigger and stronger. Advertisements utilize the setting, the position of the people in the advertisements, and the products to appeal to the unconscious aspect

Do you ever watch the Super Bowl for its commercials? Have you ever bought a more expensive product because you had seen its advertisement? If the answer is yes, then you might have been a victim of today’s marketers. Jean Kilbourne, the author of “Killing us Softly” stated in one of her lectures, “The influence of advertising is quick, cumulative and for the most part, subconscious, ads sell more products.” “Advertising has become much more widespread, powerful, and sophisticated.” According to Jean Kilbourne, “babies at six months can recognize corporate logos, and that is the age at which marketers are now starting to target our children.” Jean Kilbourne is a woman who grew up in the 1950s and worked in the media field in the 1960s. This paper will explain the methods used by marketers in today’s advertising. An advertisement contains one or more elements of aesthetics, humor, and sexual nature.

Sexualizaton and objectification in the advertisements we see and the media we watch has become a very strong issue in our society. With the idea that “sex sells”, consumers don’t even realize that they’re not viewing the advertisements for what they are, but for the women (or men) that are being portrayed in a very erotic way, posed with whatever product they were hired to sell. Many articles have been written so far to challenge and assess this problem, but one written by Jean Kilbourne (1999), “”Two Ways a Woman Can Get Hurt”: Advertising and Violence” holds an extensive amount of authority. Using her personal experience with the subject, as well as studies she has conducted herself on the topic of sexualization, she talks about how the amount of sexualization in advertising affects how society views the culture and products consumers buy. She also notes that because of the quantity and prevalence of these ads, the rate of all forms of sexual assault, specifically rape (mostly towards women of all age), increase, as well as other forms of assault. It is important to examine Kilbourne’s use of rhetorical devices, such as ethos, pathos, and logos, and how effective these devices make her article. This way, it can be examined for its validity and her understanding of her own research. Kilbourne’s article is very effective through her uses of pathos and ethos, but at the same time, it loses its effectiveness through her absence of a counter-argument, as well as a lack

Whether we realize it or not, we are constantly surrounded by advertisements. On average, we are exposed to approximately 3,000 ads per day, through logos, billboards, and television commercials, even our choices of brands. But in today’s society, one of the most used and influential tools of advertising are women. But the unfortunate thing is that women are not just viewed as actresses in these ads but as objects for people to look at, use, abuse, and more. In her fourth installment in a line of documentaries, “Killing Us Softly 4,” Jean Kilbourne explains the influence of advertising women and popular culture, and its relationship to gender violence, sexism and racism, and eating disorders.

The issue of sexuality in advertising has been raised in the last ten years (Brooke, 2010; Bradley, 2007; Phillips, 2005; Kent, 2005 & Levy, 2005), hence the concept of raunch culture raises the question of whether women are being empowered or victimised. This essay will discuss whether raunch culture represents a wave of new feminism, focusing on whether women’s sexuality is being celebrated in a healthy and empowering manner or preyed upon by marketing’s misogynistic and exploitating image of the good life laid out in various media forms, from billboards to sex videos to television advertisements and movies. It will also identify the role and responsibilities of marketers in relation to the stakeholders involved. Subsequently, followed

The objectifications of a woman have been known to be centered around the actions of a man. Cat-calling, slut shaming, and men being in a superior position while women are inferior or counted as their ‘objects’ are all parts of the dehumanizing nature of objectification. This indicates that women are centered around their appearance and feminine demeanor, and nothing else needs to be accounted for. However, there are other influences that have contributed to the vicious cycle society has on degrading women. Women objectify other women over similar matters as men, but not similar relevance in sociocultural context. Another contributor to women objectification is women’s self-objectification, in which they internally reflect on their appearance and demeanor to seek the approval of the observer. The last and most dominant factor that has been deemed the main culprit of turning women into objects is the culture of advertisement. Advertising has sexually objectified women for years, and is the backbone of the degradation of women in the real world. It also depicts unrealistic images of the female body and attitude that no female human being can actually live up to. The media has introduced the actions of sexual discrimination and harassment, and has influenced the ideas of how women should be treated. The combination of these three components are continuing the cycle of the objectification of women.

The issue of sexuality in advertising has been raised in the last ten years (Brooke, 2010; Bradley, 2007; Phillips, 2005; Kent, 2005 & Levy, 2005), hence the concept of raunch culture raises the question of whether women are being empowered or victimised. This essay will discuss whether raunch culture represents a wave of new feminism, focusing on whether women’s sexuality is being celebrated in a healthy and empowering manner or preyed upon by marketing’s misogynistic and exploitating image of the good life laid out in various media forms, from billboards to sex videos to television advertisements and movies. It will also identify the role and responsibilities of marketers in relation to the stakeholders involved. Subsequently, followed

This furthers the divide in objectivity that human connection is less meaningful, and by part, it’s fine to use someone else as a means to pleasure instead. It is definitely unacceptable to use someone else no matter the intended purpose. This BMW advertising campaign is very problematic in the way in which it is accepted and transferred from companies to consumers so readily in our society. In all the mainstream media it is fully aware that these issues sell very well. In can be shown through other scholars’ ideas and analysis that these images in advertising work on the subconscious in a way that we understand more and can work through, fully finding the meaning in the mind. These things can be potentially very dangerous to society, showing that these idea of objectification and violence against the opposite gender is tolerable or permissible. No person should be viewed as an object or as a means to an end, and in many cases these “jokes” at this level and the advertisements are making society even more vulgar in the way that humans think and act, with the studies of Gulas and Kilbourne to reference, there is much wrong with the increase in violence against the opposite gender and objectification that leads to

Mass media plays a great part in our lives. Television, newspapers, magazines surround us everywhere every day of our lives. All of them are stuck with different kinds of ads. But how often do we pay attention to the real sense of those ads and the ways the advertisers try to sell various products to us? We see dissoluteness and challenging behavior every day in life and we got so used to it in, at first sight, such small pieces of film, and apparently of our day routine, as advertisement, that we hardly notice the big picture. For over twenty years, Jean Kilbourne has been writing, lecturing, and making films about how advertising affects women and girls. In her essay, "‘The Two Ways a Woman Can Get Hurt':

The video game industry thrives on its consumers, and creators are always trying to please their targeted audience. Because of this, audiences for many games are established and categorized by gender. Game creators then do whatever it takes to please their intended audience. This can lead to gender stereotyping, and often results in the sexual objectification of women. Many games portray female characters as highly sexualized objects, most likely to attract the attention of their intended male consumers. In order to decrease the ways women are objectified through such video games, the gaming industry needs to stop perpetuating gender stereotypes.

Everyday we expose ourselves to thousands of advertisements in a wide variety of environments where ever we go; yet, we fail to realize the influence of the implications being sold to us on these advertisements, particularly about women. Advertisements don’t just sell products; they sell this notion that women are less of humans and more of objects, particularly in the sexual sense. It is important to understand that the advertising worlds’ constant sexual objectification of women has led to a change in sexual pathology in our society, by creating a culture that strives to be the unobtainable image of beauty we see on the cover of magazines. Even more specifically it is important to study the multiple influences that advertisements have

In Jean Kilbourne’s essay, “Two Ways a Woman Can Get Hurt”: Advertising and Violence, she paints a picture of repression, abuse, and objectification of women. Kilbourne gives an eye-opening view to the way American advertisers portray women and girls. Throughout the essay she has images that depict women in compromising poses. These images are examples of how often we see women in dehumanizing positions in advertisements and how desensitized we have become. Kilbourne implores us to take the media more seriously. She is putting a microscope on society and showing that the objectification of women is acceptable.

Nowadays, sex appeal is essential element for advertising; sex is everywhere that has been becomes the media constant companion. Sexual in advertising has many types such as nudity, sexual behavior, physical attractiveness, sexual referents and sexual embeds that make sex is exist in advertising across many forms (Reichert & Lambiase, 2003). Therefore, Reichert (2007) state that sex in advertising has been defined as advertising tool for a wide variety of products that use sexuality in the form of nudity, sexual imagery, innuendo, and double entendre. Shahid as cited in Reichert (2007) said that sex in advertising really works in some products, at least for advertisers like Calvin kelvin, Dolce & Gabbana and Victoria’s Secret. They are successful through use erotic appeals to get commercial success. A message if want has opportunity to influence viewers, at least let their seen or heard, use sexual in advertising is effective approach, therefore, sex used in advertisings primarily to attract attention to the advertising (Reichert,2007;O’Barr,2011再找2个) . Sex in advertising

On all platforms of media, women and even young girls are oversexualized; thus leading to men viewing women as no more than breasts, vaginas, legs, or any other body part they prefer. Even in current television shows, movies, comic books, and advertisements, women are still depicted as sexual objects, which can damage a woman’s confidence. The oversexualization of women 's bodies can degrade a young woman’s confidence, and when girls try to boost confidence by dressing or acting like the women they see in the media, they are reprimanded for it. Girls cannot be blamed for their sexualization; they are just emulating what they see in the media.

Everywhere you turn, there are magazine covers, movies, reality TV shows that portray woman in a sexual light. When was the last time that we as a society sat down and realized the effect that this is having on young girls, teens and even grown women. The portrayal of women as sexual objects in these and many other types of media have greatly affected the mindset of society. What affects has this had you ask? There are there main effects that we will explore. First, is the effect it has on their self-image. Second, is the effect on how they portray themselves in their relationships. Third is the effect it has on their mental state.