Essay on Woman and Media

Companies all over have been using advertisement so they can persuade people in buying their products, by using sex which has been one of the leading way to promoting an ads. Messages from advertisements are being promoted everywhere you look in order for companies to be successful at delivering promotional messages to the public, they must be strategic in how they communicate their message. However, they use advertisements in ways so consumers can be remembered.

According to Advertising Age, “only 8% of an Ads message is received by the consumers mind, the rest is worked and received deep within the recesses of the mind.” Advertisers assume that the use of sexy models in promotional messages appeals to countless individuals due to how the model is portrayed, which may increase the likelihood of purchasing a product or using their service. In my paper I selected two of dolce and gabbana images, and will be discussing how objectifying it is for woman, media as pornography, and how sex sells and what are some of the consequences.

In the first Dolce & Gabbana image it shows a woman surrounded by four men dressed in suite while she’s wearing a black swimsuit while laying down under one of the model foot, while his hands touching her on the arms and stroking her hair. To how I analyzed the image it looked as if she was unconscious or drugged because there’s a cup that’s placed right beside a next model, and to how they was looking at he as if she was a piece of meat and they were a pack of wolf getting ready to attack the next victim.

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Also advertisements geared toward men usually portray women in a much more objectifying manner. Females are also exposed in a more passive role that appeals to men. Other images in marketing imply rape, violence, superiority-inferiority, gender relations, approval seeking, and fetishism such as the second image that shows a woman in black lingerie and stilettos, and the position she was in showed that she was being held down by a half-naked man as if she was being gang rape.

The woman is pinned to the ground and by raising her hips as if she was fighting the guy off which showed she was not enjoying it. Two of the other men just stand there as if they are about to watch and the man in the back looks like he is somewhat of a overseer. I think this ad is too provocative and very degrading towards women. Plus promoting gang rape and violence against woman.

Sex is everywhere, from billboards to woodcuts, illustrations, posters, signs, and television ads. While some may put a blind eye towards it, considering the belief that advertising do have a strong influence over children and adolescence, companies need to be aware of where advertisements with sexual content are being displayed, as to not expose children to the negative effects.

Sex is also being promoted in video games with irresponsible sexual activity. Kids exposed to sex on ads or media are almost twice as likely to initiate sexual intercourse or in thinking that it is ok to objectify woman, showing dominance, raping them and are more likely to be abusive to females. In which the dolce and gabbana promotes and showed an helpless position of the woman relative to the men around her, and the representation of abuse or the idea of violence towards her.

Does sex sells? Yes Sex do sell, Young girls are becoming aware of body weight and figure at an early age. This is turn has caused eating disorders and young girls are feeling pressures about having to create the perfect body, and a fear of becoming unattractive or old based on what is displayed on the media as to how the female look in the dolce and gabbana images. According to Ms. Kilbourne “91% of cosmetic procedures are performed on woman, and even suggested that parents even promise their young girls these procedures as graduation gifts.” But they are consequences that girls face especially if they don’t have money, are parents to pay for it so they go to people who are not license to do it and end up dying after the procedure.

Sex in advertising is the use of sexually provocative or erotic imagery with subliminal messages that are specifically designed to arouse interest in a particular product, service or brand. Men respond to sexual images. And if your ad creates a sexual situation, it will get the desired response from the male because that’s just their genetics. Sexuality in advertising can cause negative consumer perception, decrease brand recall and prevent women from buying a product are may cause them to feel women view ads with less appealing, and more offensive than do males.

In my conclusion I Think the ad is inappropriate, and very degrading for woman. These images send wrong messages to some of the consumers and for them to treat woman as an sexual object and promoting violence such as to how our government treat females. Especially when woman in this country who had been through gang raped, abuse by a male. But as long as women are treated as second class citizens in this country, there will always be advertisements like this. And we as female need to take a stand.

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