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The Objectification of Women in Advertising (. (What?, (2010) a five…
The Objectification of Women in Advertising
.
What?
(2010) a five-minute video featuring Jean Kilbourne
Negative effects of advertising on women and girls
--> The same patterns of objectification
--> the mindless use of semi-naked women in advertising campaigns
.
Why?
In the seventies / eighties
The proliferation of Photoshop
The prevalence of retouching
As anatomically impossible
.
.
A new type of woman
(Not in the real world)
Her perfect skin
Her impossibly long legs
Her so small waist
Her ample breasts and buttocks
Her silky and radiant hair
Her dazzlingly bright eyes
.
Really
To create a need
To provide a product or service to meet that need
Ex : certain brands of beer : advertising's impossibly perfect women
.
Be done?
a tough road
Dove and Aerie : away from typical images of perfection
.
The future?
Always the objectification, of both women and men in ad
Why : beautiful people
Our job : for the creativity, not the sex.