Example Essay of an Advertisement Deconstruction: Jergen's Ultra Healing Lotion.

Images of females are everywhere. The image of females portrayed through advertising for the most part gives off a negative message to girls who struggle with body image and even women who want to look a particular way. The most negative message that advertising portrays is objectification of women and violence towards them. Women and girls need to recognize the true meaning behind the advertisements that we see in all aspects of media. They should not allow themselves to be objectified in any way, nor accept that this is the way the female gender is portrayed.

Advertising’s role of creating gender stereotypes then follows children into their teenage years as adverts continue to have an effect on how children’s identities are constructed (Frith and Mueller 92). Advertisements continue to use visual images of men and women to persuade people to purchase certain products (Cortese 57). Advertisements take a product, remove the meaning associated to that product then insert a new meaning in order to create a new cultural meaning ( McFall 66). Advertisements create a new meaning of what it means to be attractive as women shown in advertisements stereotype beauty or attractiveness to be associated with young, slim and perfect flawless body shapes (Cortese 59. This is a problem as advertisements present unrealistic beauty norms by using intensive retouching tools to create perfectly proportionate models (Frith and Mueller 92). Although a very small portion of women actually have the body shapes shown in advertisements, women are

A lot of advertisements that involve females, their image is tuned, airbrushed, and cropped. Minimizing her waist, enlarging her features, raising her eyebrows, pronouncing her cheek bones, and airbrushing her skin are one of many examples of how a woman’s image can be altered. Most adults now are not aware of the fact that computers drastically change the way we see models. Because our society is regularly exposed to the media, young girls have no choice but to be brain washed by advertisements. Whether it’s through modeling, magazine advertisements or commercials, women are perceived as objects or sex symbols.

Advertisements are made to grasp a consumer’s attention to the item the creators are selling, and sometimes the decide to objectify an entire audience in hopes of receiving attention from the male population. Studies have shown that as time passes, women become less affected and offended by the oversexualization of women in advertisements. Therefore, women have become desensitized to their objectification, to the point they now view it as normal. During the initial period of the hypersexualization of women, advertisements about women in traditional roles such as housewife or being in the kitchen, receded. In 1991 a new wave of feminism appeared, where women are trying to reclaim their bodies by embracing sexuality, while it is a good concept,

Gender roles are a conception of femininity and masculinity. The gender roles for men and women in society are partially constituted of individual thinking. These conceptions and gender roles are not completely biological but also social and cultural. Women are earning advanced degrees and are entering careers which have been traditionally dominated by men. But women are still depicted as images of beauty and sexuality in movies, video games and advertisements. This paper explores the ways in which women continue to be depicted in society; specifically how women are portrayed in advertisements, the negative impact they make on women and the patriarchy that they depict. Highly sexualized images of women’s bodies put them on centre stage to be looked at, judged and evaluated. Not only does it put women in vulnerable positions, but hypothesizes male dominance. Women are being objectified and taken advantage of in advertisements by being presented as a “fantasy element”.

Women in today’s society, young and old, are threatened by the abundance of today’s advertisements, which perpetuates loss of self-image in women by the sexualized standards of the media. Women are pressured to look “perfect” and meet the image advertisement sets, which usually depicts unrealistic models with small waists and flat bellies that are portrayed as hypersexual females and even advocating women working in inferior job positions such as secretary jobs opposed to executive level positions. The outcomes of these advertisements affect women mentally and physically thus changing the way they live, think, and see themselves in the mirror. Examples of this oppression can be seen in mostly every type

It is often said that another prevailing criticism of advertising is that it distorts perceptions of healthy body image. In many advertisements such as magazines or TV, there is an unrealistic standard of beauty weight and beauty that is regularly seeing as normal. So, when a young woman sees these kind of advertisement and she realizes that her image does not match up to the projected image the best way that she finds is to buy the product. The ability of the media to shape self-image can be damaging and harmful that can lead to depression, low self- esteem or dissatisfaction. (authors name, year)

In the video, Killing Us Softly: Advertising’s Image of Women, the way women are portrayed in advertising is explored in great detail. The video exposes the gender stereotypes that are depicted in advertising on a regular basis. The effects of mass advertising are also explored particularly the effect of objectification of women on young girls. Young girls and women are affected by these constant and never-ending advertisements sexualizing women and marginalizing them to a desired look, which is unrealistic for most women. These advertisements send a message to women that if they don’t look like the women that are being portrayed on TV, they are not worth much. Young women and teenagers are influenced even easier. Media pushes the message to young kids that their self worth is determined by how they look and what they wear.

In today’s society the media plays a huge role in everyone’s lives starting from a very young age. As a society we are exposed to advertisements of all kinds throughout the day, whether we see them on billboards, TV commercials, or through social media. People are viewing about 3,000 advertisements per day and companies are spending billions of dollars per year on their ads. Although ads are great for selling and promoting products, women and girls are often objectified in advertisements leading to low self-esteem for many women and girls. Advertisements take women’s bodies and turn them into objects or edit them until the woman in the ad appears to have a perfect ideal body. Safietou Sagna presented on how woman are viewed in the media and showed a video called

Since the beginning of advertising the industry has used women as a focal point in a way to try to entice the viewer to buy their products. In the 40’s and 50’s ads would depict women as sexual objects that always needed to look, dress and act a certain way to maintain the approval of others. Most of the commercials and ads that came from this time were horribly sexist and demeaning. This continued stereotyping and objectification of women can still be found in today's advertising. Advertisers are culpable for the heightened body dissatisfaction amongst women due to the constant use of unrealistic images of sexy ultra-thin models. The industry has since then learned a few tricks on how to subtly cover up their old ideologies toward

It has always been noticed, since the beginning of advertisements, that women have often been objectified and in some upsetting cases put down, insulted, or degraded. Over the years the advertisements better but we still see some major flaws in the way the media portrays women. We see advertisements with semi-naked women which sexually objectifies them. We perceive the idea of the “perfect women” which does not exist but gives women the mindset that they are not good enough if they do not look like the photoshopped women in the advertisement. Also, females in the media are often shown as being weaker than males which again, can cause some insecurity issues in a women. Finally, advertisements use

Advertisements in today’s beauty and style magazines typically portray women in a negative manner. It has become rare to open a women’s magazine and see a women featured in an empowering advertisement or one that might boost women’s self-esteem. Instead, we see women portrayed as sexual objects, or the supermom if you will, generally put beneath men. For example, during the mad-man era many advertisements were released portraying women as nothing but good for cooking,cleaning, or ironing clothes. Advertisements such as these not only create a negative image but give young girls a certain impression that if you look like this you’ll be noticed and appreciated for your beauty and body and not for what you stand for or believe in.This can

Advertising uses a lot of different techniques to show the public the perfect female image. Body doubles and computer retouching are two examples of how advertisers are able to “doctor” images. The majority of women we see in magazines, music videos. and movies do not appear in reality, as we perceive them in the media. We may actually believe we are looking at one woman’s body when we are actually looking at sections of three or four women’s bodies, which, when spliced together, shows us the best parts of each women’s body as the final product. Women cannot attain these impossible standards of attractiveness. Young girls learn very quickly that they must spend much time, energy, and money on achieving these standards.

Objectification of women is not something new in today’s society but has been an issue for many years, ranging from advertisements in the 1950’s telling women what they had to do in order to be the perfect wife to the advertisements today telling women to look a certain way. Everyone is constantly surrounded by advertisements, they are on the television, in magazines, on the sides of buses and buildings and all around us on the internet. There is no way to escape these advertisements, as Jean Kilbourne said “The average American is exposed to over 3,000 ads every single day and will spend two years of his or her life watching television commercials.” Many people only notice that women are being objectified in beauty and fashion advertisements, as this is the most common places. However, this is sadly not true, women are used as a tool of advertisements for food, cars, beer and even by organizations such as PETA. However, this is still the biggest area of concern for women. This essay aims to address how the fashion industry is objectifying women, through advertisements aimed at females and advertisements aimed at males.

Advertising has been defined as the most powerful, persuasive, and manipulative tool that firms have to control consumers all over the world. It is a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Its impacts created on the society throughout the years has been amazing, especially in this technology age. Influencing people’s habits, creating false needs, distorting the values and priorities of our society with sexism and feminism, advertising has become a poison snake ready to hunt his prey. However, on the other hand, advertising has had a positive effect as a help of the economy and society.