This site uses cookies. By continuing, your consent is assumed. Learn more

124.9fm shares

Sexual objectification in advertising


Which picture strikes you as unusual? Probably the one on the right. Do you find it ridiculous? Images such as on the left objectify women by displaying them with very little to no clothing, and having them pose in a sexually suggestive manner. It is not unusual that women are being sexualized and objectified in advertising.

However, "Sexual objectification in advertising" a man is showing in a pose often used to represent women, they are considered as weird Sexual objectification in advertising funny. The result of using such images of women so frequently in advertising is that, women are been objectified as objects and instrument of sexual pleasure. Advertisements often represent women as sexual objects, subordinated to men, and even as objects of sexual violence, and such advertisements contribute to discrimination against women in the workplace, and normalize attitudes which result in sexual harassment and even violence against women.

Solutions include media and parental education, resistance of sexualized ads, and more women in the advertising field. The question is, why is sex being used so often in advertising? The use of sexual appeal creates excitement for viewers, which attracts more attention to the ads. There are thousands different ads we now perceive every day in our lives. The shock value of sexualized images, along with the tendency of people to notice sexual images, draw attention to ads, causing people to notice ads for products which otherwise would be lost in the ad clutter.

People are more likely to buy a product if they are already aware of it. Meanwhile, when people have a memory of a product they have seen on TV, it increases the chance of purchasing that good in the future. Ads with attractive sexual images make people stop to look. Advertisers take that as an advantage of selling their goods.

Second, sex in the ad can create a link to desirable associations. An advertisement with attractive image can certainly create a positive feeling for its audience. Sexual images are appealing to women who look up to them, and also to men who admire them.

An image of a sexy fit woman in an ad for a weight loss product can be desirable to women who are overweight. They would associate a beautiful sexy body with that product. This will lead to the false assumption that by taking their product, Sexual objectification in advertising would look as sexy as the woman in that ad. An image with both a sexy woman and a man gives the audience the feeling that they would be able to be as attractive as the man in the ad and get the woman they want.

These pictures are suggesting to men that those desires can be satisfied through purchasing their products. However, these sexually suggestive images often represent Sexual objectification in advertising in sexually objectifying ways. Women are often seen as sexual objects rather than as people in many advertisements. Studies show that women and men are represented in stereotyped roles as women are more commonly seen as homemakers who rely on men, and men are interested in women as sexual objects Reichert.

Why do people regard women with less respect than men? The answer is that women are not only in the weak role in advertising, but also regarded as sexual objects. Advertisements are subconsciously implying to their audience that women are simply objects to be obtained and possessed. This attached ad uses a sexualized image of a woman to sell Fat Ass tequila. Sexual objectification in advertising use a woman in a revealing bikini and set the scene as she was just came out the swimming pool.

This is definitely a sexual image because her clothing barely covers her body and leaves little to the imagination. Such images do not only sell products, but also sell a specific idea of the value and role of women as subordinate and submissive objects for the use of men. Sexual images of women have significant impact on their audience, and it is especially problematic among men.

One study by Vaes, Jeroen, Paola Paladino, Sexual objectification in advertising Elisa Puvia stress that objectified women are deprived of the individuality of humans:. Women in advertisements are usually skinny, beautiful, and curvy, instead of intelligent, smart human beings.

In a lot of ads, men and women are depicted together in sexual situations, the appearance of the body is emphasized, and human qualities are ignored. The Sexual objectification in advertising is shown as dominant, and the woman is his sexual object.

They tend to take control over women easily. However, this is not only inappropriate, but also offensive for women. Their bodies became the symbol of unfair power in relation to men. For instance, a company called I Love Ugly launched a new advertising campaign this year.

In the current study, women...

This company uses this kind of image which is offensive to female customers. It is certainly true that many men who see Sexual objectification in advertising ad could be impressed and remember their product.

The woman in this ad is being taken control by a man. It was showing that women are just like possessions that men can easily have. She is also an object to be obtained by possession of the product.

They were appealing to their customers "Sexual objectification in advertising" by purchasing their jewelry, men can dominate women as the image shows. They treat women as sexual objects. Another example is a company called Lynx. They advertised their brand by showing women chasing one male who used their product. In this ad, women are seen as objects that were pursuing one man, while making noises sounding like animals. The purpose of this ad was to tell men that by using their product, they will look sexier and attractive to women.

Women were usually portrayed in...

However, this ad was promoting their product by insulting women as animals. If we look at some other ads that Lynx uses, most of these are images with half-naked women. As a result of sexual objectification, more and more ads use disrespectful images or images depicting violence towards women. Because of Sexual objectification in advertising relative dominance of the male in advertising images, and the representation of women as passive sexual objects, these images often imply or overtly display sexual violence.

This ad is involving five strong males who are lacking clothing, are muscular with military haircuts and dog tags, surrounding one skinny female who is lying on the ground. Even though the photo is meant to promote their brand, it still clearly indicates sexual violence against women.

Since the introduction of advertising...

In another ad for Samsung, there is a woman being forced to lay on the ground with a man on top of her. At first glance of this ad, people are more likely to see a knife instead of a cell phone. It is more and more common for advertisers to connect sexuality with aggression and violence. The relative sex roles that are taught by advertisements can also desensitize women, teaching them to accept sexual objectification as normal.

If we take a look at the history of women, they were always the population placed the subordinate position, which is the reason why men are usually given the dominant Sexual objectification in advertising in most advertisements.