Wednesday, 28 December 2016

OUGD601 Research: Sexist Adverts

Having taken inspiration from the previous blogpost, I thought that I myself would search Google for 'sexual objection in advertising' and was completely shocked by the sheer amount of adverts that objectify people in order to sell products. Below are some that I found:

This advert is for Dolce & Gabbana, and is shocking as it shows four men standing around a woman laid down in a sexual position. It encourages the idea that women belong to men and that men can use and objectify women in everyday life - a message that definitely shouldn't be being promoted.

This advert sexualises a man, and also encourages the idea that men should be masculine and have a certain aura about themselves. It also sexualises the man as he is topless and is shown to be a 'lad' as he is drinking alcohol and riding a horse along the beach. It suggests that drinking this particular brand will turn you into a romantic, which is definitely not the case.

This advert is by American Apparel and suggests - rather obviously - that the woman's legs are 'now open'. It's suppose to advertise the opening of American Apparel, however it sexualises the model and is incredibly revealing. This advert also insinuates that women are objects and are to be used.

This advert sexualises and objectified the male model featured. The caption of this ad is 'the only thing better than dressing is undressing', it insinuates that the man should undress to secure a woman, and should also be able to cook. This isn't true, to an extent it subverts the idea that 'a woman belongs in the kitchen', however not in a good way.

This advert also suggests that women are objects. The woman is supposed to resemble a table and is covered with the man's possessions - it suggests that the woman will want to be with him if he has all of these possessions, or rather the woman will be one of his possessions.

I have only written about five of roughly thousands of adverts that I found. It is shocking that so many adverts exist that dehumanise and sexualise a human body, and it has definitely set in concrete that the practical outcome for this module should be a publication advising against this kind of advertising, as not only does it give people body issues, it influences peoples thoughts into thinking that other people are objects and theirs for the taking - it echoes rape culture.

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