Advertising Paper

Robin Moraga
October 1, 2014
Professor Eubanks
English 101
Sexism and Objectification of Women Jean Kilbourne author of the Killing Us Softly series uncovers a steady stream of sexist and misogynistic images and messages, laying bare a world of frighteningly thin women in positions of passivity, and a restrictive code of femininity that works to undermine girls and women in the real world. In Killing Us Softly four she talks about how people need to take advertisement more seriously, and to think about its relationship to sexism, eating disorders, gender violence, and contemporary politics. Kilbourne says, “women and girls are often pictured in advertising with their mouths covered, their body language is usually passive, vulnerable, and submissive; very much different from men who are portrayed as powerful and dominate.” Women should be portrayed as powerful, they have worked hard to get their rights to be equal to men and now advertising has put women vulnerable and below men once more. In Victoria’s Secret Ads they are promoting sex and telling people that you have to be skinny to look sexy in their clothes. Look at how all these women are skinny and look really good sexy and seductive. They are laying down showing off a lot of skin and making the ad look sexy. Victoria’s Secret signifies sexy and sex for they mostly sell lingerie and sexy bras and underwear. Kilbourne states, “Advertisements drenched in sex and idealized beauty are influential because women seek not just approval, but also love.” Women feel they have to look like the “Ideal Woman”, which looks much like Barbie; skinny, blonde, light skin, a flawless beauty. But real beauty isn’t draped in lingerie, she’s not always the perfect shape or size; however, a woman is beautiful no matter what she looks like. In this Victoria’s Secret Fashion Show advertisement for December 1st; this young woman is portrayed very sexy and animalistic. She is hunched over at the shoulders; her head is tilted back with a very seductive look in her face. She is beautiful but powerful, elegant but dangerous. This model is very skinny almost anorexic looking, with blonde hair and she is in what looks to be a bamboo cage. This advertisement gives women a false state of mind that in order to be powerful you have to be sexy and skinny. Kilbourne states, “Women keep getting thinner and thinner, and if they aren’t thin enough they are photoshoped to look so skinny.” Women are seeing the only way to get noticed and look confident and sexy is to look small and seductive. Parents try to keep their young girls from seeing this type of advertisement for they think it is to revealing and gives their child wrong ideas about how they should act and be. Advertising is giving young girls and women the impression that their sexualized behavior and appearance is often rewarded in society. In this Victoria’s Secret Fashion Show advertisement for November 30th, there is a beautiful blonde, skinny, white “Bombshell” who looks innocent but very sexy at the same time. This woman is exhibiting a certain body language and expression that is provocative. The advertisement creates the perception of here I am, I am sexy, I am attractive, I am confident. Kilbourne would say “The body type we see inn advertising as acceptable or desirable is one fewer than 5% of American women have.” Wanting to be sexy is ok but these advertisements are making girls starve themselves and thinking that super skinny is what is attractive. These ads are not healthy for American girls and women, they are teaching the children of today that thin is in and if you aren’t thin you don’t fit in. Kilbourne would say,” Advertising tells women and girls that what’s important is how they look, and advertising surrounds us with the image of ideal female beauty. However, this flawless beauty cannot be achieved. It’s a look that’s been created through air brushing, cosmetics, and computer retouching.” The sexism of this Victoria’s

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