The Uses Of Advertisers Use Sex To Sell Their Products

Submitted By abh23
Words: 890
Pages: 4
Open Document
It’s no secret al all that advertisers use sex to sell their products. This catchy marketing strategy has been popular since advertising first emerged, and is showing no signs of slowing down. Actually, according to Jean Kilbourne in her killing us softly video, “Media Representations of women have gotten worse over the decades”. Recently, more and more companies have begun using this strategy and now most ads incorporate some form of sexual content to promote their product. The type of sexual reference can differ from nudity to sexual messages or images depending on the product being promoted. These commercials not only use sex to sell their products, but often women are being objectified and taken advantage of in advertisements by being presented as “things” or “property”. She also states, “Turning a human being into a thing is always the first step towards allowing and committing violence against them. This is dehumanizing and makes violence inevitable”. (Kilbourne 2010) A prime example of a company that is known for using sexist ads to sell their product is Sky Vodka. These advertisements are a perfect example of how advertisements degrade and dehumanize women. The attached advertisement shows the ‘ideal’ women through men’s eyes. It is sending out a message that women should look, and act this way to be desirable. Sky Vodka and other companies of this nature should be ashamed of themselves. Advertisements like these are the most dehumanizing, which is one of the top leading causes to abuse against women, because men just see women as an object, a possession, or a ‘thing’, rather than a human being just as themselves. Advertisers need to gain an understanding of the serious issues that these advertisements are creating in our society and the negative effect it has on both men and women, because false gender representations are being created which shape the way we act, how we view people, the way we talk, our beliefs, and our culture. In the Sky Vodka ad that I have attached the woman’s lower body is displayed wearing very little clothing, holding high heels. This is already creating a sexual message, not to mention that the man is shown between her legs holding the product. The first images that young men interpret about drinking are usually through these sexist advertisements. These advertisements portray over the top sexualized gender stereotypes; men are these laid back hot shots, who are able to get these sexy women just by drinking a brand name. So therefore men are encouraged to purchase these products.
Advertisements sell values, images, and concepts. Not only products. One of the most important images is the ideal beauty of women; another is the concept of normality. (Kilbourne 2010). Something that is becoming a norm in today’s society is sexually explicit billboard ads. In the billboard ad that is attached, the tool shop is trying to gain men’s attention so they will give them their business. The three women are dressed in very revealing outfits which are supposed to represent the work uniforms worn by the men who would shop at the tool shop. Is this going too far? The answer is yes. Of course it is getting the men’s attention and promoting business, however it’s most likely featured on interstate or on billboards located in the city. It’s not in any way hidden from children. Whether advertising
Show More

Related Documents: The Uses Of Advertisers Use Sex To Sell Their Products

sex and gender paper

disorder between both males and females? Studies have shown that men are likely to be victims of eating disorder same as a female. After doing a lot of researching, there was a lot of statistical information based upon this topic. When reading my paper, it will express and explain sex differences in eating disorder. Eating disorder is any of a range of psychological disorders characterized by abnormal or disturbed eating habits. Eating disorders such as anorexia, bulimia, and binge eating orders…

Words 1569 - Pages 7

Gender Stereotypes Paper

The sex segregation of the U.S. labor force is a perplexing and tenacious problem in our society and is caused by gender role expectations of what men should do and what women should do in a professional context. When women enter a career field that is normally viewed as a man’s job she has to behave in a manner that conforms to existing male behavioral norms in that position. Such as female police officers (often called policewomen), who must emphasize being professional, dedicated, aggressive,…

Words 1300 - Pages 6

Gender Conditioning Research Paper

One of the most significant types of conditioning in today’s society is gender conditioning. Individuals begin going through this conditioning as early as their childhood. For instance, toys are strictly genered. According to the New York Times, “boys’ toys and costumes tend to be associated with action or destruction: objects that move, characters that save the day and animals that prey. Girls’ toys and costumes are more passive: objects to be looked at, characters that are rescued and animals that…

Words 281 - Pages 2

Gender Dysphoria Research Paper

haste? The research says so. Specifically when it comes to the transgender community. Those of the transgender community are categorized by a term called gender dysphoria. “...gender dysphoria (GD) (formerly gender identity disorder) is characterized by strong and persistent cross-sex behavior and identification…” (VanderLaan 213) Being gender dysphoric is a confusing and often scary part of an adult person’s life. Now image not…

Words 1605 - Pages 7

Gender Issues Research Paper

Shawnett Foster 11/26/14 Gender Issues Introduction The history of American women is said to have started in 1848, when Elizabeth Cady Stanton and Lucreita Mott organized a convention to discuss women’s rights in the city of New York. The objectives of the convention were modeled after the US Constitution and were called “Declaration of Sentiments”. The resolution argued that women should be given the right to vote, and…

Words 1037 - Pages 5

Gender Roles Research Paper

Gender is the range of characteristics pertaining to, and differentiating between, masculinity and femininity. Depending on the context, these characteristics may include biological sex (i.e. the state of being male, female or intersex), sex-based social structures (including gender roles and other social roles), or gender identity. Gender is taught whether by parents, peers, or through the media gender is a social construction. Historically, they have been an immense amount of issues surrounding…

Words 961 - Pages 4

Levi's: Gender and Paper, the Role Feminism

furthermore,it can be seen as a symbolic success of feminism movement.In this present paper,the role feminism plays in fashion evolution is investigated.It is hypothesized that fashion and feminism are always supportive and reinforce of each other. The following three literature reviews attempt to illustrate and support this hypothesis. 2. Studies are listed in alphabetical order. 3. 4. Gives reader an idea of what the paper will cover. 5. This is considered jargon and needs to be explained. 6. Focuses…

Words 609 - Pages 3

Gender Box Research Paper

Many people face tough decisions in life. Some are willing to make that decision based on what society thinks. Some people let factors like race ,gender, and sexual orientation stop them from exploring their interests. With my story I had to make the decision of playing football or staying in my gender box. Being a woman born in a man’s world is already tough, but A woman playing football isn't unheard of but it's a rare concept to understand. Society has always seen women as physically weak…

Words 586 - Pages 3

Gender Dysphoria Research Paper

reasoning behind this is because the term gender dysphoria implies that the individual must be distressed by their bodies appearance (American Psychological Association). Not everyone who falls under the label transgender has a gender or they are genderfluid (someone who switches between genders)(Planned Parenthood). The idea that people need to have gender dysphoria is excluding to people who do not identify with any gender or whose gender fluxuates between genders and are content with the way their bodies…

Words 560 - Pages 3

Gender Pay Gap Research Paper

only 15% of the men aged between 18 and 65 who were surveyed by Westpac said there was pay inequality in their state. Just four out of every 100 men aged under 25 said they believed there was a pay gap between men and women in their industry. The gender pay gap is worse for mothers, and it only grows with age. There is a smaller pay gap compared with men in the same field than did non-Hispanic white and Asian American women. Many organisations have tried to make the public more aware of this from…

Words 465 - Pages 2