Dehumanization In Advertising

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Advertisements tell consumers what a brand stands for, what message is associated with said brand, and/or rather what consumers should believe is associated with them. The ads try to show purchasers what we desire, as if somehow this product can grant each of us our own individual happiness just by choosing it. Readers of magazines can’t just look at the ad’s messages; they have to notice the unintended, underlying messages (Frith, 1997, p. 4). When I analyze an advertisement now, I notice much more quickly what the ad suggests about feminism or if the person in the ad is being objectified/dehumanized. In the Michael Kors advertisement, some light objectification of the woman’s beauty occurs. However, readers have to question the underlying message. Is this less than sexual model selling men’s, women’s, or gender neutral jewelry? The Ralph Lauren advertisement shows a more recognizable message, consumers could have a life full of happiness and romance, attractive partners, and horseback riding dates if one or …show more content…
It’s our collective mental decision to treat others differently based on gender and race. “There is a common confusion between patriarchy as a kind of society and the people who participate in it” (Johnson, 1997, p. 27) We don’t even know we are doing it sometimes. Obviously white, attractive, straight men are at the top. The current social structure predicates the rules and we ourselves are the enforcers bullying people as kids if they don’t adhere to these rules. (Sharp patriarchy) We even turn on those of us who are different as adults. When we are adults the people who get the benefits are almost always receiving rewards for just being born that way in society. Our families and businesses are responsible for instructing the rules. Anywhere you go will affect your social behavior and experience. The patriarchy is almost a hive mind like entity in some
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