Advertisements has become part of our everyday lives. Seeing billboards when driving the freeway, seeing ads on social media, and commercials in television. As the consumers, we understand that in order for companies to grab our attention, we are convinced to purchase the product by comedic, controversial, ethical and sentimental reasonings. Yet is it justifiable for companies to advertise gender and stereotypes? It is a concerning matter in todays time where companies believe it is just to layout gender roles against women and what women need to please their companion or society. It is a epidemic where we as a people should question, take a stand and end sexsist advertisments in the general media to gain our interest. Therefore, by exposing the history throughout the years from 2000s to 2018, predigest hasn’t been eradicated, instead its evolved to a whole different era.
To begin with, the issue of advertising is that it has since existed correspondly to the creation of sexism. When a product is promoting, whether it can be on the radio, television, or an ad in the paper, we often see the product being targeted to a sole audience. Often times promoters fail to sell the product by using a discriminatory tone. The company behind Doritos for example, is
backtracking on comments made by CEO Nooyi, Indra in a documentary about “Low-Crunch” chips being developed for women” (Doritos: Lady Doritos). In the documentary “Freakonomics Podcast” Nooyi stated ““It’s not a male and female as much as ‘are there snacks for women that can be designed and packaged differently?’ And yes, we are looking at it, and we’re getting ready to launch a bunch of them soon.”(Indra Nooyi). Meaning the product “Low Crunch” will alleviate the stain on their fingers, and will be size accessible in purses.”(Indra Nooyi). Based on the connotation, it backfired on social media rejecting “Low Crunch” resulting to recent to tweet that they are not developing “Low Crunch”. This is one of the many incidences of sexism in advertising. To manifest a division between who can and who cannot use what product is a global issue that impacts people on a grand scale.
Women in particular, have continuously been the victims of a flawed advertisement. Dated from the early 1900s, the marketing industries objective was to promote the duties of a housewife and the family role. In other words advertising has never questioned to disdain women in order to sell the product. In the early 2000s, Media transformed from obvious messaging into discrete subliminal messaging. The saying “Sex Sells” is the prime example of the new generation of the general media. A notable example is endorsing movies. Reasons as to how using sex to promote a movie, “Directors provide viewers with a glimpse of what they can expect to see in the actual full-length feature.”(Sex in Consumer Culture). Movies like “Red Sparrow” is about a ballerina named Dominika Egorova (Jennifer Lawrence) who is trained to use her body as a weapon in “Sparrow” an intelligence organization. Looking at the trailer, “Red Sparrow” in the majority of the trailer promotes prostitution, rape and torture. Director Lawrence, Francis stated “Red Sparrow is a movie about female empowerment”. It is a discussion of debate but nevertheless to promote a movie that encourages such acts is vile. Author Reichert, Tom in “Sex in Consumer Culture”, Reichert believes that the reasoning behind Directors advertising their movies in such acts is ““The objective of nearly every trailer is to get teenage boys’ butts into seats….And That means going for as much violence and sex as you can jam into 2 minutes’’.
“The woman looks you straight in the eye, defiantly and suggestively. Her Hands reach to her inner thighs, parting her legs as she straddles the drive-train hump in the backseat of the big blue car. While it sounds like a scene straight out of a pornographic magazine, it instead is a description of a recent Bebe clothing advertisement in Vogue Magazine (Sex in Consumer Culture).” This is yet again another form of evidence that showcases women being objectified in fashion. Brands like Vogue Magazine, Elle and W and , continue to portray women in ponographic themes. It is not uncommon where companies present lewd themes to draw consumers into purchasing a product. Such fashions like apparel in shoes, fragrances, clothing and jewelry, associations like the companies presented earlier weakens womens power by displaying them as objects as well a marketing women exclusively for the male gaze.
“Considered in this light, fashion advertising clearly becomes “the pornography of everyday life” (J. Caputi, 1999, p. 434)wherein the “female image is seen through the lens of male sexual fantasy” (Steele, 1991, p. 92). Furthermore, this predominantly heterosexualeroticization of the female body supports an ideology of male superiority, power, and desire that contributes to “male psychosexual fetishisticformation” (Sex in Consumer Culture). A French model named Thylane Lena-Rose Blondeau was ten years old in 2011 when she did a Vogue Enfants photo shoot which was deemed to be too sexualized by many. The Blondeau was pictured in the magazine photo in heavy makeup, high heels and lots of bling. Though the clothing was not revealing, it was and still is a heated debate on whether Blondeau is being oversexualized. Author Hazlehurst, Noni in “Getting Real: Challenging the Sexualisation of Girls” states ““Other cultural process that sexualises children is relatively new. It involves sexualising products being sold specifically for children, and children themselves being presented in images or directed to act in advertisements in ways modelled on adult sexual behaviour (Rush and La Nauze, 2006, p. 1). Therefore in today’s children culture on advertising are exposed to adult culture, it encourages young girls to look attractive resulting in pressure to please society or their internal selves.
Overlooking sexual content in America, video games have become of the top entertainment industry for children and young adults. One of the concerns may be how much sexual content is displayed in video games in commercials. On average based on U.S. gamer age 13 or older spent 6.3 hours a week playing video games during 2013. (Multi Platform Gaming). Since there is a population of gamers playing 6.3 hours a week, games like “Grand Theft Auto 5” has been a popular mainstream. Author T. L, Taylor in “Play between Worlds: Exploring Online Game Culture” states “ The lack of meaningful attention to avatars is rooted in a impoverished view of the nature of the body, both off-and online, and its relationship to identity and the social world. Poor models, architects and underlying structures that rely on easy stereotypes overlook the power of these spaces embodied, with all the possibilities that entail.” (T. L, Taylor ). Considering the video game “Grand Theft Auto”, not only shows violence, it also entails that the purpose of the game is doing criminal acts that allows players to create havoc such as murder, gun violence and prostitution in the city of Los Santos. Los Santos is a vision of Los Angeles, in “Grand Theft Auto 5”, during the events of the game, there has been much consultation about women in GTAV and how it treats women. “Women in the game are either bit-part players or set dressing: strippers to throw money at, prostitutes to pick up.” (Play between Worlds: Exploring Online Game Culture). Against all odds, GTAV made money than any other form of media in history, with over 90 million units sold and $6 billion in revenue (ign.com). The gaming media knows how to endorse products to advocate consumers into buying yet is it truly worth degrading women in order to sell.
Music is an expressive and artistic therefore doing so, music has become the mainstream of corporate media. Artist have become famous by their music and by creating public recognition of face and images beyond the music, music videos have enhanced the identification fans feel for certain artists (Sex in Consumer Culture). Based on rappers like Tekkai 69, xxxtencion, and Lil Pump, they have proclaimed their fame by endorsing on their music and music videos portraying women as sexual objects. Before introducing the evidence in the artists lyrics, these rappers show a very provocative and revolting comments about women. “ It is no surprise that sex is a seemingly omnipresent feature of music video.” (Sex in Consumer Culture). Take it from Tekkai 69 in his music “Gummo” the lyrics distastefully raps “I don’t love her that’s a sad hoe, I’mma fuck her then I dash home, to the cash hoe.” (Tekkai 69). Xxxtencion in his song “Look at Me!” raps “I’m like bitch, who is your mans?, Aye, can’t keep my dick in my pants, aye..”(Xxxtencion). Lastly Lil Pump in “Gucci Gang” “I fuck a bitch, I forgot her name
I can’t buy a bitch no wedding ring Rather go and buy Balmains” (Lil Pump). Keep in mind these are one of the many rappers alike as well as singers who use the type of profanity in the music industry. It’s not difficult to understand what 69, Xxxtencion and Lil Pump means by the lyrics and to make matters worse, “Gumo has reached a 195 million views on youtube, “Look at me!” peaked at 34 on Billboard top 100 and “Gucci Gang” became Certified Platinum. This means that the production of rappers like 69, Xxxtencion and Pump is not only being accepted by the music industry but also the great number of fans. If hip hop aspires to be the voice sexual acts against women, it means that its becoming a trend towards objectifying women thus becoming a disturbing fact in today’s generation.
One of the most conversational topics: is politics a form of media? Absolutely! Media is a form of selling a product whereas politics is a similar note of convincing citizens to vote for the candidate. It would only be obvious that in the span of Trumps year of Presidency, “misogynistic” is the appropriate term to describe him. From appropriating other cultures, to being flat out racist, there are numerous occasions where Trump has had remarks about women. An obvious form of evidence is when in 2005, Access Hollywood took an audio recording of Trump boasting about sexual assault stating “When you’re a star, they let you do it, you know I’m automatically attracted to beautiful — I just start kissing them. It’s like a magnet. Just kiss. I don’t even wait. And when you’re a star, they let you do it, you can do anything. Grab them by the p***y, you can do anything.” (Washington Post). During this leak was at the time Trump in 2015 was running for presidency as Republican and to foolishly think that this would be the end to his election making Democrat Clinton, Hillary win for 58th President of the United States . Surprisingly, On November 8, 2016 Trump won the U.S Presidential Election. To believe after making a remark degrading women he still won. So how did Clinton lose the election? Hawkesworth, Mary author of Political Worlds of Women: Activism, Advocacy, and Governance in the Twenty-First Century gives an idea stating “sexism” “,as a profound impediment to women’s equality, defining sexism as “artificial ascription of role, behavior, and even personalities to people on the basis of sex alone, occurring in societies ruled by men who colonized women by mute consent.”. Hawkesworth bring a subliminal message that men and women have their own permiliminary roles. Since 1789 there has always been a male president. One questions could it be that Clinton lost the 2016 election because she is a women? It is a question that can never be answered other than inclusive.
Based on the discussion of this argument one questions, how does this affect the consumer? How does this affect in the means of being force to use the product in order to please society or their companion? Statistics show that ten million females suffer from bulimia or anorexia and its shocking to know that the reason behind this is due to wanting to be like the models or celebrities in the media. There are many reasonings that accord to a poor female body image. In the world today, society thrives for women to have thin bodies. Media such as Instagram, popular magazines, and television portray women with a thin body as a norm and often glamorize. Due to influences like Victoria’s Secret Fashion Show, VS models who have consummate bodies, walk in the runway while women are in awe as the show captivates celebrities and entertainers, every year, women question themselves “is this beauty?”. Though, one may argue that cases like VS Fashion Show entices women love their bodies no matter what size is simply not the case. The consequences of media endorsing women in a perfectionist state becomes a negative statistic where “Over 80% of 10 year olds are afraid of being fat.53% of 13 year-old American girls are unhappy with their bodies.This number grows to 78% by the time girls reach 17. By middle school 40-70% of girls are dissatisfied with 2 or more parts of their body.” (Health and Social Work). This introduces to depression as well as suicide which is a dreadful existence that has become an average statistic.
As a result, it all comes down to is how we allow stereotypes happen. As the reader it is urgent to incite you to question one’s self what was the company’s purpose in their advertisement? Focus on what was the main idea of this product and come to a conclusion that was it a conclusive or adverse product. What method did they use to convince you and was it ethical or not. Urging for an equality of imagery is the foundation to change social depiction and standards against men and women.