Sexism in the Media

by 1436859 on September 25, 2015 - 3:56pm

This advertisement presents us with two young, thin, good-looking girls on a bed on top of each other in their underwear. The ad is seen through the lens of the new Nikon camera that they are trying to sell to the public with a new face recognition feature. However, not only does the faces of the two girls that are in bed, but also those of the Peeping Toms from the building across from them peering into the window of the girl’s room.

This image is problematic because it encourages young and older men to sexualize minors, if they are infact minors, and that looking through the windows of other people who are not only getting undressed, but in general aswell.

The gendered messages being portrayed in the ad is that women and girls are sexual objects, they have no boundaries, and so it is essentially ok to invade their intimate lives. We should definitely be concerned about this message because it sends a message to young girls everywhere that in order to get the attention of boys, or to be deemed attractive you need to look like the girls in the image, and to be willing to have their intimate lives on display for the world to see. Already, "53% of 13 year olds have body image issues, and that number rises to 78% by 17 years old", ads like this is is contributing to the problem. Of course there are people who don’t mind having their lives out for the world to see, but what is important to remember is that it is their choice. This message also teaches men that women are objects to be put on a pedestal for their viewing pleasure. This idea is completely ridiculous because women are not objects, they are human beings capable of making their own decisions about how they want to look and act in our society, and they do not do it for men.

To fix the advertisement is simple, one must simply change the scene of were these girls are, that wouldn’t offend anyone. Here are some quick examples:

-Kids playing hide and seek

-People hiding for a surprise party

-A group of people standing with balloons (to show that the camera can distinguish between a face like object, like the balloon, and the actual faces)

-The Cheshire cat sitting in a tree about Alice



All these examples would have advertised the camera extremely well, without having to sexualize their campaign, and offend women everywhere.


Works Cited


  • Newsom, J. S., Scully, R. K., Dreyfous, G. W., Redlich, S. J., Congdon, J., Holland, E., Cvetko, S., ... Ro*Co Films Educational (Firm). (2011). Miss representation. Sausalito, Calif.: Ro*co Films Educational.


I like this post

The reason why I decided to comment on this post is for the reason that although your title is broad, it get's straight to the point. On a personal note, I also wanted to write about this because when I was younger me and my family were chosen to be part of a "Trevi" add to promote pools, depicting us as the "perfect white family". This article that you wrote about was very well written and thought out, not only did you speak of how inappropriate this advertisement was; you went above and beyond by adding suggestions on how to make this campaign more relevant to the product. That being said, did you think of any other aspects that were problematic with this advertisement? Assuming that the two girls in this campaign were white (due to very little diversification in the media), there perhaps could be some racism found in this image. Like mentioned in the video we watched in class on the fashion industry, the girl in the documentary didn't have problems getting gigs because of her gender, it was unfortunately due to her black skin. In conclusion your article did an outstanding job at depicting every problematic issue in relation to gendered worldviews. For next time, try and find other issues that could relate to your topic, such as race and racism.

This article grabbed my attention because it is about the ideal image of beauty shown in the media. I am very intrigued about this topic because, not only am I a consumer of the magazines that broadcast these ideologies, but I am also one who has been affected by it as so many others have. I agree with the writer of this comment when they explain that young girls will see the message being sent by the media and will believe they must follow the ideology of beauty and behaviors that are being broadcasted. The article comment made me think about how people who are a race other than Caucasian are targeted as well. Not only is the standard of beauty to be slim, tall, and perfect; it is also to be white. This may seem harsh but it is merely a fact, when looking at a magazine one may notice that the pages are filled with models who fit the above description, including their skin color. In my myth of race and reality of racism class, a documentary was shown to the class about a model who is black, the film followed the girl as she searched her big shot. The model had a very hard time finding a company that would take her in because she did not have enough “white” features in her face and body. The message that media portrays is harming the identity of many young girls and women of color; something must be done about this. Why are these over sexualized, unrealistic message being broadcasted in a society that is supposed to be changing for the better? We hear all these comments about how women need to be empowered and we must see them as equal people but how will this ever happen if women are made to believe they are not good enough because of their sexuality, looks, age, skin color and so many other things that in reality make them beautiful?

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