When a girl is born, she is unaware of the norms and rules the society around her follows.
From infancy, society beats into her, that boys are supposed to be masculine where girls are supposed to be sexier and hotter. In order for her to live a happy life, she must be thin, as that is the only way to go. Advertising has become a powerful trend in which women are objectified and sexualized. When one walks into a store, they are surrounded by models(in the perfume section, shoe section and etc).
These models represent how women should look/behave. The representation of how an ideal woman should look is everywhere: in magazines, on billboards, television, and on most platforms of social media. All of these advertisements present women in one way: sexy and skinny. Their faces are photoshopped to make their lips look “juicer,” to make the skin look “clear,” and obviously to make them look skinny. Many types of advertisements use this horrible method of objectification and sexualization to catch the general public’s attention; therefore, selling the product and increasing their sales. The first ad portrays a woman’s skinny body and her clear skin. She is wearing a bikini on a sunny day and is by the ocean.
Right next to her, the caption reads, “Keep Australia beautiful” and below the caption is a picture of the protein bar. To grab the public’s attention, there is another caption inserted, “The Body Beautiful Bar.” Now, how does a woman in her bikini correlate with the protein bar? This ad unquestionably objectifies the woman and uses her as a commodity for purchase. Media portrays how a beautiful woman should look like; therefore, almost ALL women want “typical” skinny bodies and clear skin. Objectifying and sexualizing women relates to the amount of eating disorders there are among women. Therefore, if women buy this protein bar and eat it, rather than starving themselves, they can surely achieve being the typical girl they want to be.
This will help them become sexually attractive in their bikinis and help the advertisers increase their sales. The second ad shows Marilyn Monroe, during the 1960s, being sexualized to sell the Luster-Creme shampoo. In this ad, only Marilyn Monroe’s face is shown.
She is wearing bright red lipstick, her eyebrows are filled, her blue eyes have long eyelashes, has a perfect nose, clear skin and most importantly, she has blonde hair. She is smiling and holding the Lustre-Creme Shampoo in her hand. Right next to her, there is a caption that reads, “Gentlemen prefer blondes.” Not only that, but this ad goes over the top by mentioning, “Luster-Creme is the favorite beauty shampoo of 4 out of 5 top Hollywood Stars…and you’ll love it in its new Lotion form too!” They use Marilyn Monroe to sell and romanticize the product.
Advertisers use celebrities to manipulate women who want to look hot and sexy for their man. All women want to be sexually attractive and if they use this product, especially the one that a celebrity used, they can look exactly how they want to look (the typical girl).The last ad shows a group of girls wearing different colored underwears and bras; however, they all have the same ideal look, skinny and “sexy.” On top, the caption reads, “The Perfect ‘Body.
‘ Perfect Fit. Perfect Comfort. Perfectly Soft.
” How does this ad relate to all these other ads? Well comparable to other ads, this one also shows off girls who are “fit”, who look beautiful and are young. It seems as if there is only “ONE kind of perfect body.” These girls are mannequins who are commodities for purchase. They all look like they’re underweight and most importantly more than half of these women don’t even look like how they are in reality. As seen in the Dove Evolution video, photoshopping is used all the time. A woman’s identity is snatched, and her unique personality is hidden from reality with objectification.
Advertisers know that if they show off the women’s body by using all these horrible techniques, they can easily convince other women to buy these undergarments. Especially when the caption reads, “Perfect Fit and Perfect Body” on the caption. Therefore, this ad is really trying to say that there is only one type of perfect body and if you buy these undergarments, you are guaranteed to achieve your dream of being perfectly fit.
All in all, objectification and sexualization of women has been going on for decades. These three ads were just a few examples of the thousands that are out there. Girls nowadays are so self-conscious; eating disorders and depression had a great increase in their numbers. Advertisements that utilize the technique of using models as objects to sell their products are the ones to be blamed. Girls are chosen as if someone would choose food.
If it looks good, then it must be good. As seen in the three given ads, the trend has always been to look “young, beautiful, slim, and sexy.” If one does not fit that category, then good luck in life. Many women suffer from horrific disorders simply because they can’t fit into the typical society where women are supposed to be hot and men are supposed to be masculine. Therefore, even though women have made achievement in their social standing, they are still not given the respect they deserve.
They are still treated as objects one would buy from a store. Thus, I believe the value of who a woman is, has been lost.