It seems as if the portrayal of women in advertising and media has come a long way, but instead of progression, it seems that in society we have regressed into a false, objectifying visual representation of women. In the mid 1950’s the sexist depiction of women was obvious and upfront. Stereotypes and roles of women were instilled through obvious remarks in advertising, but presently we have transitioned into an unspoken, passive degradation of females. Sometimes we may not even be aware of the impact or the effect of what we are seeing.
We hear often that “sex sells”, but more specifically this profit is made off of female sexuality. The female body draws attention, pleases the eye, and makes products more alluring. At the same time, ironically the women used in the ad tend to be treated the same way a product would be- like an object. While companies and business make great money off of this technique, it often comes at a great cost to females. Standards are set for how women are supposed to look, most forms being unrealistic, unhealthy, and unobtainable. Fit, curvy, beautiful, and sexy. These are the traits that make a women “desirable”. But what about being intelligent, witty, empowering, and all the other factors that can make someone a desirable human being and not just an object to look at?
For being woman in the media, it seems the role is to look good, fulfill the needs of men, and be a sexual being. I am very for women expressing their sexuality and doing what they want, but by their own choice and not being put in the position to do so. There is nothing wrong to me with being a female while also being sexual and embracing your body, but as said in Dreamworlds 3, it becomes a problem when women are only represented as such. Women are depicted in one-dimension and our sense of reality of what being a woman is becomes warped. When casting for advertisements or music videos, producers seek beautiful, “perfect” girls to fill the position. The problem is that the majority of women in the world do not fit this idealistic standard. Even those women chosen do not even look like they appear thanks to makeup, airbrushing, and the use of advanced editing technology.
The message that the media conveys through these visuals and the representation of women is that our value falls into “looking good”. Not only that, but looking good for men. Men do experience the pressure to meet unrealistic physical standards as well, but often note as much and are often not objectified to the extent that women are. This trend will most likely continue as long as a profit is being made from it, or unless we somehow quickly evolve and change our ideals.