Sex sells: portrayal of women
The advertising industry continues to stereotype women. There are many issues concerning the portrayal of women in advertising, specifically, the depiction of women as sex objects, sexism, unrealistic images of thin models, social comparison and women's perceptions towards these advertisements. Advertisers are culpable for the heightened body dissatisfaction amongst women because they constantly use sexy unrealistic images of ultra-thin models. An area of particular concern is the depiction of women as sex objects and the frequent use of sex to sell products. The effects of these sexually overt advertisements and the way they are interpreted can have a negative impact on society because it does not truly reflect the changing roles of women in the 21st century. Women are most affected by the stereotypical depictions and have expressed concern regarding what they want and do not want to see in advertising. In contrast to men, women in advertisements are depicted as inferior and as subordinates. Therefore, not only are women underrepresented in advertisements, but they are also depicted unrealistically (Treise, Weigold, Conna, & Garrison, 1994).Sexism in Advertising is evident as women a
Consequently, women want to see this change in attitude reflected in advertising. Examples include older women, women's friendships, today's women and professional women. Even though it has been pointed out that the recurrent use of highly attractive and impossibly thin models in advertising increases body dissatisfaction among women, advertisers persist to use these images of perfection believing they will sell products more effectively. 646) and repeated exposure of these forms contribute to the shaping of viewers' unrealistic expectations and evaluations of women's appearances. 1) and they have realized it is more desirable to have a healthy body for their own body type, rather than pertaining to the unrealistically thin standard shown in advertising ("Women want ad imagery to reflect the diverse reality of their lives," 2003). ConclusionEvidence proves that women are discontented with the way they are portrayed in advertising and are concerned and affected by the stereotypical portrayals. They want a diverse range of body types reflected in advertising instead of the invariable images of flawlessness. Accordingly, advertisers need to embrace these views and attitudes by implementing these perspectives in future advertising campaigns. Therefore, it is apparent that women are perturbed with the minimal roles appointed to them, especially when they are shown in obsequious positions. "Women's attitudes toward their own bodies are shifting" ("Women want ad imagery to reflect the diverse reality of their lives," 2003, p.
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Acceptance Essays
