The Portrayal of Women in Advertising Essay examples

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Women – beautiful, strong matriarchal forces that drive and define a portion of the society in which we live – are poised and confident individuals who embody the essence of determination, ambition, beauty, and character. Incomprehensible and extraordinary, women are persons who possess an immense amount of depth, culture, and sophistication. Society’s incapability of understanding the frame of mind and diversity that exists within the female population has created a need to condemn the method in which women think and feel, therefore causing the rise of “male-over-female” domination – sexism. Sexism is society’s most common form of discrimination; the need to have gender based separation reveals our culture’s reluctance to embrace new…show more content…
One might also say that the women appears to be somewhat lifeless, and she could be thought of as being dead; such an interpretation promotes not only violence, but also necrophilism – an erotic attraction to or sexual contact with corpses. By advertising such an intolerable and debilitating act it represents that society is comfortable with and accommodating of rape, violence, and the murdering of women; in a sense the picture is mocking all of these harmful actions or crimes. This picture describes only one aspect of sexism in advertising – submissive women whose only purpose is to satisfy or pleasure their male counterparts. Unlike the first image, this JCPenney advertisement conveys the idea of rape in a more subtly way. Although a man is not present in the picture, the words on the picture communicate that it is customary to disregard a woman if she says “no”, especially when it comes to sex. The clever phrase: “contrary to popular belief, red doesn’t have to mean stop” is suggestive because it displays a woman in red lingerie, and explains that since she’s wearing red lingerie, if she says “no” it means that she really does not mean it because of the color of her lingerie. Although in this photo the woman does not look unwilling to have sex, like the Calvin Klein ad above, the slogan advises that even if a woman appears “willing and is
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