Women as sex objects and victims in print Advertising:
- Reading describes women "She is a sex object, who is completely powerless and out of control"
- ' Women are 'simultaneously sexualised and victimised in advertising'
Reading has case studies and content analysis of how many times women are used as sexual/victimised objects over a certain period of time. The reading Describes advertising as a very persuasive form of media and because of this if women are sexualised in adverts, people therefore see this as the norm-constantly bombarded with this image of how women should be.
- advertising provides social messages-that then go unquestioned-THE NORM
- Desirable objects and people-women make objects look more desirable especially if they are basically half naked
p3 "At the very least, advertising helps to create a climate in which certain attitudes and values flourish, such as the attitude that women are valuable only as objects of mens desire..."
- body positions, facial expressions-contribute a lot to adverts-half naked women-sexual power to buy a product
- Women presented as sexually powerful-objects of mens desire to go along with what ever product they may be advertising
- Sullivan and O'conor-between 1970-1983-60% increase in images that portrayed women in sexualised roles.
Huge increase in nudity as a way of advertisement
- Plous and Neptine (1997) actually compared body exposure and how much flesh was on show compared to that of men and women
- 2006-Millard and Grant-30% of advertisements in 3 popular fashion magazines featured nude or 'scantily clad' women and more then half of these suggested women as objects
- 2001- 70.9% of pictures in men magazines presented women as objects
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