Woman as an object and sex appeal.
- Thesis: Advertisers think women as an object. It is pretty clear in the way they have presented this advertisement. They have been using women for their bodies. In my perspective, they are doing this to get attention to their brand by using a beautiful woman to flaunt their product, by sexually objectifying parts of the body and constructing an idea that this product will bring you these women.
- Information: According to Fowle’s fifteen urgent appeals, I think this advertisement can fall under two groups. One is The need for sex, and the other one is The need for attention (Reichertand Jacqueline, 11).
- The first ad where the fragrance is kept between women’s vagina is the fragrance for men and the second one where women are naked in the water that scent is for women which advertisement was later banned. This the brand Tom Ford which is selling the same product for both men and women and using women as an object for both. Men’s fragrance advertisement is for men, and I think it should have men in a decent manner rather than women showing her body parts. In both publications, women have been used as an object. For the first one, it is showing a woman’s vaginal part and trying to tell men that if you use this fragrance, you will have women following you for sex. The second advertisement where a woman is naked; it is trying to tell women that this is a fragrance that will make you more seductive and make men want you more. Here it is all about men wanting women. There should not always be men wanting women or women pleasing men. If this kind of advertisement keeps coming, this will always be a dominating male society, and there will always be different kinds of violence against women.
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Sexual objectification describes the act where an individual is treated solely as a sexual desire object. The concept of objectification can be explained as the means where an individual is treated as an object or commodity without regard to their dignity or personality. The idea can also be viewed on a societal level basis, although it may describe the behavior of people. Objectification is considered a type of dehumanization. Even though objectification can happen to both men and women, the act is primarily linked to women objectification. It thus an essential concept in numerous psychological theories and feminist theories. Objectification based on sex, especially to girls and women, leads to gender inequality, and the majority of psychologists link objectificationwithnumerousmental and physical health threats in women.
Sex-based objectification towards women includes the perception of the female gender primarily as objects of male sexual desire, instead of viewing them as a whole individual. The concept is most pronounced in art, advertising, media, stripping and prostitution, pornography as well as in beauty contests. Sexual objectification in women occurs when the original parts of the woman or her functions are separated from her person and viewed instrument status. They are also objectified when they are regarded as if they had the capability of representing their person.
Sone of the areas where women undergo objectification through advertisements where they are represented as sexual objects, as well as being described as subordinate to men(Reichertand Jacqueline, p.11). As a result, the act leads to discrimination against women, especially in the workplace, and also normalizes the attitudes resulting in sexual harassment. Women representation, through the use of sexualized images, has significantly escalated over the years.
The increased use of sex in advertising is because sexual advertisement is considered as effectively attracting the attention of people. However, the sexual images accompanying the products do not have any relevance. Women are only used in adding decoration to the advertised product. Advertisers feel that the use of women instills shock to which overstimulates the potential buyers of the products. The consumers will have to stop whenever such an advertisement comes to their sight and stare at them for long enough, which may convince the consumer to purchase the product being advertised—utilizing sexual appeal contributes to the development of excitement among the viewers, thus attracting more attention to the advertisements. Through the use of shocking images, it creates a more memorable situation in the minds of people.
The tendency of individuals noticing sexual images alongside the shock value of sexualized images draws attention to ads. It thus makes people to see advertisements for specific products which perhaps would not be noticed. The most significant way advertisers consider as an attraction for the products they want to advertise making use of sexualized bodies of women.
The decision to use fragrance advertisement accompanied by sexualized images women can be considered to represent the female gender in a sexually objectifying manner. Women are, in most cases, deemed as sexual objects instead of perceiving them as individuals in numerous advertisements. This is by with multiple studies revealing that men and women are usually represented in stereotyped responsibilities. In most cases, the female gender is represented as homemakers who should rely on the male gender. On the other hand, men are described as being interested in women mainly as sexual objects. In this way, women are treated with less respect when compared to their male counterparts as they play a weak role in the ads as well as being seen as sexual objects. The advertisements can be said to subconsciously imply to the targeted audience that female gender is simply an object that can be obtained and owned.
The advertisement involving a male fragrance in a woman’s vagina and the one where a woman is naked in a pool is sexual images as the body parts of the female gender are not covered, and it is almost exposed to the audience. The model of the women are utilized in association with the attraction to men and that they are literary an object for the sexual desires of men. The images are only used to draw attention to the fragrance being advertised. At the time, the model reduces the female gender to a mere object for the gratification of a man.
In conclusion, such images fail to stick to the general idea of selling the products but bring out the particular concept of the role and value of women as submissive and subordinate objects for the sexual desires of men. Women’s sexual images create a considerable impact on the audience.