Blog Archives

Nov2

Creation of Male and Female Ideals

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In our modern day society we are given a stereotypical image of beauty for both men and women. The biggest lead to these stereotypical images is media. Men are given the image to be masculine, being a “man“, to be in control and powerful while women are given the idea of having to be “sexy“ and thin to attract a man. Attracting the male gaze is important. She has to put her body out there making it sexually attractive. The same representation of the gender roles and ideals is done through ads that objectify women; but these ads to it better!

The photos we see are touched up to perfection, and are defining beauty. Women try to perfect themselves to fit the definition of beauty but what they don’t realize the image of beauty they are provided with is a false image, it`s impossible. These advertisements are setting women up for failure, according to the images we see on a daily bases we all have flaws. They believe they don`t have the “perfect features“ but every women and man are perfect the way they are. We created a monstrous society, and try to fit into the ideal image of perfection. (Have a quick look at this 37 second video that is the reason we have a stereotypical standard of beauty; http://www.upworthy.com/see-why-we-have-an-absolutely-ridiculous-standard-of-beauty-in-just-37-seconds?c=ufb1

Girls at a young age look up to the actresses or models they see in everyday media who are often objectified and retouched. The advertisements are almost everywhere in their reach. Those women they see don’t look like that in real life, they are given a definition of beauty, and they start objectifying themselves. While boys are given a standard view of being masculine, they follow these trends whether it may be in movies, video games, and advertisements. Both girls and boys are afraid of the consequences if they don’t follow these trends. They will be the so called “outcasts“.

Society, through time has created the concept of being sexual from our drinks, to our clothes, to the products we use. The advertisement business in this time basically makes it sexual or else it won`t sell.  Everything we purchase has a sexual side to it considering the way we were introduced to it. If we look at this Low Carb bar shown in the picture below, we are given the message if we eat this product we will have the body they advertise. Tom Fords advertisement for cologne, is giving men the idea that women are attracted to this smell, it lures men into the sexual schema that if they wear this cologne they are in reach and in power over the female body. Dolce & Gabbana`s ads are probably the worst I have seen not only does it objectify women, and show men as the powerful masculine image they supposedly should be, but they make it okay to flash sexual content and advertising rape and male domination over a female body.

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This is not what we want to teach our kids or adults. These images are degrading, when people are influenced with the kind of images we are provided with every day, it is then that we have created the monstrous society we live in today. The type of society that always has a “man“ in power, the type that teaches us its accepted to sexually advertise ourselves and get criticized for doing it. We create an image we should follow and whether we follow it or not we are criticized. If a man is not masculine enough he`s not a man, if a women does not look like the advertising images she is not beautiful and when she does follow these images she is criticized and looked down upon in our society. It is the type of society that we look down upon, but yet we promote it by participating. She is not an object; she is a human being!

 

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Nov1

Objectifying Women in Beer Advertisements

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For many years, the beer industry have been sexually objectifying women in their advertisements using women`s body as a way to lure men to purchase the specific brand of beer. The beer industry`s advertisements have created it to be a male dominated environment, revolving around partially naked women, having sex and getting intoxicated. Although it has not been proven that men purchase beer because of these sexualized ads they continue to degrade women.

The ways they advertise in my opinion is disgusting and downgrading to women, take a close look at the photos below. Women are in the arms of a man, dressed down to only a bikini, body painted to look like the beer bottles and covering the women`s breasts and private part with beer bottle caps only. They use women`s body as an object in the hands of men, men are seen as more powerful and masculine. Masculinity plays a big role in these ads, they create an image for men; this is the way you are supposed to look like, and you will have these attractive young women when drinking this beer! The industry`s show the bodies of men and women only in a good light where men are muscular and women are thin and fit showing off their bodies which contradicts the product since beer is unhealthy, really high in calories, and gives you a beer belly. Even when beer companies started making the `light` choice with less calories, they used fit skinny attractive girls to advertise by using their bodies and painting them like the beer bottle. By showing these attractive thin women in the `light` version, it advertises that even when you drink this beer, you can still have a nice body. They use this sexual image to grasp the attention of men and getting a man`s hope to have women like the ones in the advertisements.

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Not only in pictures do they objectify women but in most commercials as well. Take a look at this commercial by `Bavaria`;

http://www.youtube.com/watch?v=eYK3D9EGIP8

In this commercial, the Bavaria Company uses the beer bottle as an object to control the women, using her as an object as well. Whatever the man does with the beer bottle the women imitates going back to the man being in power. These types of industry`s are giving the message to men that they are in power, they are in control, they can dominate, if they have this beer.

If we have a look at this commercial by `Thirsty for Beer`

http://www.youtube.com/watch?v=s4EmIuq29Rc

This commercial is showing men, when they are thirsty to keep drinking. The more you drink the better outcome. Which in this case he kept drinking, the more he drank the closer the sound of the women was by the time he drank all the beers a young attractive women approached him sexually while wearing almost nothing. These types of advertisements in the media are a big impact on society; they portray a sexual image for both men and women to admire.  They are not just objectifying women but making every women feel worthless and under control of a man.

 

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