The this time were depicting women as housewives, being

The issue that is represented
in the culture jam piece concerns the objectification of women. This falls
under the History of Women in the United States, which was a chapter of study
in Grade 11 American History. It touches upon related topics such as women
empowerment and the progression of women through the years in America. Sexism
towards women in advertising has always been an issue in American society,
women have were confined to gender specific stereotypes such as cleaning,
cooking, or a sexual object. Within the 1800’s, a Women’s Right movement
originated, but years later in the 1960’s to 1970’s a wave of women’s rights
activists gained enough momentum to gain recognition as the true Women’s
Movement (Pandhe, 1988). Media representation was also a topic that was greatly
discussed during the Women’s Rights movement. Advertisements during this time
were depicting women as housewives, being dumb, and as a sexual object, which
effected American women. Shortly after the Women’s Rights movement began,
Magazines such as Reader’s Digest and Life Magazine started supporting women’s
rights and equality by posting advertisements in their magazines of women being
seen as strong and independent.

 

Most of the issues that revolve around women within society are based
around a feminist perspective. A trend that is developing in entertainment
media today is the objectification of women in society, specifically in movies,
music videos, and ads. There is a greater focus on women being sexual objects
rather than just women. This can
negatively effect society because the media is creating social stereotypes for
both men and women that can result in unhealthy social and physical habits.
Thus, the media can shape the culture’s sense of dating, romance, sex, and what
is ‘ideal’ within society. The sexual attitudes of society are shaped and that
has effects that can affect all demographics amongst society. “Between 2006 and
2017 there are relatively little change in how women were represented in
advertising” (Richards, 2017). Through the history of women, they were supposed
to have progressively gained more power within society such as being able to
vote in 1920 and in 2005 Hilary Clinton becoming the first lady to be elected
to public office. These are just two powerful moments within American History
for women, yet men still seem to view women as all the same, an object for
pleasure. Many people believe that today in society we do not need feminism
because there is no patriarchal system in effect. But, why is there still a pay
gap between men and women? Why don’t women have equal opportunities as men do?
Over these past years, there is still the same patterns of objectification of
women in advertisements. “According to role of congruity theory, which suggests
that individuals should conform to the role expected by their gender’s
stereotype, these portrayals could therefore lead to the behavior at odds with
modern social norms, as consumers bid to avoid contradicting the stereotype
described by the advertisement” (Furnham, 2016). This states that women should
stick with the stereotype the women are known for, which is as a sexual object
or a housewife etc. This is why media entertainment portrays women as being
such because this is what attracts consumers to buy their products.

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My ad culture jam examines
some of the feminist views that are present today within society. It manages to
do so through a feminist lens. To be more specific, it examines how women are
objectified in media. Also, how women empowerment has not successfully
progressed or created any more equality within men and women.

 

The focus of the ad is a
modified version of a popular skin care brand names Proactiv. However, the
brands name proactive was replaced with provocative. Thus, making the new
phrase of the ad to be “I’m not polite, I’m provocative”. The word provocative
was used to highlight how women are usually seen by men. This kind of
advertising that is encouraging girls to focus on their looks and sexuality can
be harmful to their health. A new report by the American Psychological Association
says.”1 Women develop the ideal of seeing
their bodies as not their personal self, but as sexual objects” (Sharon, 2007).
This kind of thought can develop into reoccurring problems such as eating
disorders, low self-esteem, and even depression. These problems are directly
linked to sexualized images in advertising and media entertainment such as this
ad. The objectification of women in media has various effects of all different
demographics in society, but a stronger effect on women. Women are being viewed
as sexual objects and are buying into this culture as well.

 

Not only do the way women are being portrayed
in media affect women, it affects young girls too. Girls as young as eight
years old are now becoming more aware and concerned of their body weight. This
then causes eating disorders, girls feeling pressured about having the “perfect
body”, and the fear of becoming unattractive. The issue of objectification of
women in media being identified by a younger audience is growing overtime. It is clear that objectification of women in media has
its negative impacts on society, but what can be done when as a society we are
buying into this? Our culture is accepting the media’s portrayal of dating, romance,
and sex, so the negative effects will only continue and progress. Our society
needs feminism because there are still many problems in our world that involve
women. Such as Female Genital Mutilation, which is the act of stitching
together female genitals to protect girls because in over 120 countries there
are no laws against rape. Women in Afghanistan who go to college are seen as
disfigured, and there are still young girls, as young as six years old getting
married to old men. These are just few of the issues that women face all around
the world, this is why our society needs feminism, to be able to speak out
about these issues, help create equality, and lastly to speak out for those who
cannot.

 

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