Jean Kilbourne Gender Stereotypes

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The advertising industry knows that sex sells. A woman’s body barely covered, a woman softly touching herself, two women holding each other are all superficial ways that advertisers use the female anatomy. This is clearly an example of how marketers use certain codes such as the objectification of women to target people’s buying emotional behavior. It is when we take a closer look and deconstruct how advertisers use gender to sell products is when we realize how ads influence our ideals. According to Jean Kilbourne’s Killing Us Softly documentary, she argues that advertising has portrayed images of women as distorted and destructive ideals of femininity. Advertisements serve as a platform to communicate gender stereotypes, violence against
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