In Adulthood, The Sexuality Of Mature Women Is A Central

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In adulthood, the sexuality of mature women is a central focus. Women’s bodies are usually portrayed one of four ways: 1) as symbols for an object and thus exchangeable with it, 2) as a fragmented object made up of component parts that are not bound together in any coherent way to create personality 3) As an object to be viewed or 4) as an object to be used (O’Malley & Patterson & Story, 2009). A decorative role is defined as one in which the individual is passively decorating the advertisement, as opposed to being actively involved with the product or service being advertised. Advertisements featuring physically attractive men and women are much more likely to be used as decorations in advertisements. However, women are four times more…show more content…
Researchers say that women react negatively because women generally value emotional intimacy and commitment. On the other hand, men usually focus on emphasizing physical gratification and tend to view sex as an ends itself, not a means. Comparatively, women tend to adopt a relationship-based orientation to sexuality, emphasizing intimacy and commitment. This is a premise that dates all the way back to evolution. Females in the human species are required to invest many more resources to produce offspring than men do. Casual sex is not resourceful to women because they’d rather commit long-term resources to help with the nurturing of the offspring. This idea alone leads to parental discouragement and condemnation regarding sex more for daughters than for sons. Gender even influences how stories of sexual encounters are described in stories to peers. 42% of women reported engaging in sexual relations without involvement compared to 84% of men. Women pose greater negotiating powers and are the gatekeepers of sex. Sex in advertising for women can be seen positively when under the lens of a relationship, men responded oppositely (Dahl & Sengupta & Vohs, 2009). The revival of the women’s movement in the 1960’s really drew attention to the portrayals of women in mass media. Feminists criticized advertising saying that portrayals of women were unrealistic and women were depicted as
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