Appearance vs Achievement: Women Advertising

Yes, sex sells. But what are the consequences of these ads? Media is a powerful tool since we spend about 10 hours and 45 minutes on it everyday. It also gives us messages that shape our thoughts and opinions on topics such as politics and beauty. Let’s look at women. They now believe that their value is based on how they look. Then it makes men believe that women are objects that have to be pretty to have value. This puts them in a lower position.

So to be popular is to be hot? Compare a porn magazine to a few ads. They aren’t really that different. Reality television also starts voyeurism. This early and repeated exposure to eroticism makes children less responsive. This desensitization is making women believe that the models are normal and they have to be like that. Advertisements are using this because they are supposed to make viewers feel anxious and insecure. It’s telling consumers what to be and what they should value even though it can’t be achieved because of Photoshop. With this image becomes more important that there isn’t enough room for interest.

Examine ads for women products. Notice how they pick out flaws and problems before saying that their product is the best solution. For men their ads are basically for shaving and drinking so that makes them cool and become surrounded by attractive women. If you look at the prices too, you’ll notice that women products cost more even though they are the same thing. It’s called the Pink Tax. Marketers say this is necessary because it costs more to create the ads and the design of the packaging of the product is different. Some states have outlawed it but some have not.

Marketers have created the word tween. What is a tween? It’s not a girl but not a teen yet. It’s this awkward gap that advertisers have used to sell woman products to girls. It is stealing childhood. Certain companies sell padded bras and thongs for children. In a study done by Anne Becker, she showed that women with eating disorders increased after television was introduced to the culture. A report from the American Psychological Association showed that people that look at objectifying material end up having lower self-esteem, depression, and eating disorders. This is obvious but the media still continues.

Next time you go through the mall or watch television, look at how women are portrayed. What seems to be the most important thing about a woman? However, are we also progressing? Are there more leaders? What accomplishments should the media be showing?

Sources:

1. Dahl, Darren. (2009-08) Sex in Advertising: Gender Differences and the Role of Relationship Commitment(link is external). Journal of Consumer Research, 26(3), 232-231. DOI: 1086/597158

2. DeBaise, Colleen. “Investigating Hollywood’s ‘Celluloid Ceiling'” The Huffington Post. TheHuffingtonPost.com, n.d. Web.

3. Hawes, Daniel. “Care for Some Sexy Toilet Paper? – Sex in Advertising.” Psychology Today. Quilted Science, 15 Jan. 2010. Web.
4. Spettigue, Wendy, and Katherine A. Henderson. “Eating Disorders and the Role of the Media.” The Canadian child and adolescent psychiatry review1 (2004): 16–19. Print.

5. William M. O’Barr. “Sex and Advertising.” Advertising & Society Review2 (2011). Project MUSE. Web. 2015. <https://muse.jhu.edu/>.