Degradation of women
by ilovefood on September 27, 2016 - 1:39pm
In this advertisement, the male figure seems to be enjoying a woman by choking her with his right hand and touching her breast with his left hand. The woman in this publicity looks powerless to this situation and thus is unwillingly forced to succumb to his desire. This fashion magazine is trying to sell seductive clothes to their consumers as it is written on the bottom left of the cover “Mode: tout pour séduire”. However, none of the characters seem to be seducing one another. On the contrary, the woman is being subjected to sexual abuse. Her top is unbuttoned and her black bra is exposed to the viewers. How are such scenarios considered attractive in our society?
The notion of male authoritarian over women is conveyed through this publicity. His expression illustrates his desire to have sex with her and he clearly does not care about her opinion regarding this matter. He is the one in control of the situation. He does not notice that she is feeling uncomfortable and treats her like a slave who has to obey his master’s orders. He represents a dominant figure in this image and is normalizing false gender roles. The notion of equality between men and women is neglected and is portraying only the superiority of men. It is misleading the viewers that women are weak by nature and that men could do whatever they want to women’s bodies for their satisfaction.
The woman is treated merely as a sexual object. Her expression clearly demonstrates her crying out for help and her vulnerability. She is shown as a passive character not fighting for her rights over her body because of her lack of power. This advertisement is conveying the obedient role a woman should play to please the gentlemen. The character of the woman described by this image is very discriminating.
Furthermore, the woman represented in this advertisement has the “ideal” body size men are attracted to. She has makeup on to highlight her beauty and her hair is nicely curled and set in place. It seems as if being forced into having sex is a normal routine for women and that they should look good all the while. The advertisement is also promoting beauty standards that women should be achieving. Self-objectification is hypothesized to be related to increased risk of psychological problems, including eating disorders, bipolar depression, and sexual dysfunction (Cortese 61).
We should be deeply concerned about such advertisements because they are the reason why domestic abuse is considered as a pre-existing condition and women are not covered for health care according to Miss Representation. 78% of girls are unsatisfied with their bodies and they spend in average from 12 to 15 000$ on makeup products on a yearly basis instead of something more useful such as education. Social media has a major influence on teens as they spend approximately 10 hours and 45 minutes on the Internet and are exposed to everything going that is uploaded on the Internet. Such discriminatory publicities are brainwashing them early on regarding the roles of a man and a woman in society.
First of all, there is no necessity into portraying a weak woman being molested by a man when the purpose of this magazine is to sell clothes. The cover page should focus on the quality of the products and the process of their making. I would add pertinent information about the material such as its composition and the quality of the material. To fix this publicity I would put both of them in a context where they are working together as equals to achieve something and look great while doing so in their clothes.
Cortese, Anthony. "Constructed Bodies, Deconstructing Ads: Sexism in Advertising." Provocateur: Images of Women and Minorities in Advertising, Third Edition (New York:Rowman & Littlefield Publishers, 2008):57-89. Rpt in 345-102-MQ: Gendered World Views. Montreal: Eastman, 2016, 9-26. Print.
Miss Representation. Girls' Club Entertainment, 2011. DVD.