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We live in a sexually oriented society here in the United States. Ever since the sexual revolution of the 1960's, sex has become more accepted and sex or sexual images in the mass media has become more widespread. Magazines, television, and the internet display this quite well by constantly portraying pencil thin models with impossibly long legs, perfect complexions, enhanced breasts, and incredibly thick tresses. These women are then illustrated in sexually provocative poses for the purpose of selling something as ordinary as shoes. They are also shown scantily dressed and sprawled in positions of bondage just to sell a product such as lipstick. This is how advertisers have become the single largest contributor to the continuation of female degradation and sexual bias in our society. The way these women are portrayed and most of the messages these advertisements illustrate are both damaging to women and are affecting their bodies, dieting, and sexuality.
Through mass media advertisers sell beauty; they create an unattainable ideal woman, compelling other women to attempt to transform themselves into the model. Advertisers make it clear that their products are capable of that transformation. Over half of the advertisements I have come across have treated women as sex objects. Sexy, scantily clad, gorgeous women drape themselves over a bottle of perfume, shampoo, or a pair of jeans. For example, in both the Herbal Essence commercial and magazine add, a beautiful woman is moaning and groaning as she washes her hair. When she's done, she has a satisfied sexual look on her face. The model then starts caressing herself and her impeccable hair, which she claims on getting from the shampoo. The truth of the matter is her hairstylist gave her the perfect hair, not the shampoo. In addition, the sexual implications are evident, when she gets out of the shower she screams "YES! YES! YES!" and then the narrator concludes with, "For a truly organic experience." This ad is telling readers that they will be more sexy and attractive if they use this particular brand of shampoo. The next ad I came across was for Calvin Klein. A young and attractive model is sprawled on the ground with her legs spread open in her Calvin skirt. Even though she is one of the 5% or so of women with that body type, the ad is still conveying the message that if you wear the cloths, you will look more like the model, even though that is clearly impossible. You will also get her sex appeal, her eyes, and her sexy way of just laying there. In both of these products, the ad schemes and the products have no relation whatsoever; shampoo and a simple jean skirt have nothing to do with sex or beauty. Overall, these advertisements are basically saying, "you are fat and ugly, but if you buy this product, you will be more attractive." Millions of women accept this rationale whether or not they actually buy the products advertised. In fa
Terminology mentioned in this term paper
mass media, Barbie dolls.,
Names mentioned in this term paper
the ultimate beauty, Calvin Klein, Candie, Kate Moss,
Locations included in this research paper
United States, America,
Companies talked about in this research material
Keywords included in this research material
hair, perfume, advertisement, shampoo, perfect, children and women, a woman, mass media, paper towel, advertisers, modern woman, breasts, model, sex objects, sexual revolution, sex appeal, gray hair, dieting, jean skirt, Calvin Klein, images, clearly impossible, household chores, cultural norms, Herbal Essence, rape scene, United States, Marilyn Monroe, Kate Moss, Barbie dolls, anorexic, fitness water, human beings, sports game, this one, stereotype, real life, housewife, cleaning, society, jean, bottle, ideal, shoes, magazine, drinks, commercials, emotional, complexions, tresses,