Women in Advertising

Women in Advertising Irwin all(a)en Ginsberg an American poet once said, Whoever controls the media, the throws, controls the culture. The media constantly expresses images of the ideal egg-producing(prenominal) clay. All women stimulate their receive individual set of attri hardlyes and characteristics, however, the media continuously tries to spread what they regain is the universal standard of what a woman should look ilk. One competency argue, that the images put out by the media strongly affect our generation and the modality in which we perceive ourselves. Ginsbergs statement reminded me of a television advert produced by Carls Jr.This advert featured swimsuit model Kate Upton constitute a burger in the backseat of an old school looking car. The advertisement was passing fireually suggestive and showed a substantial amount of unsuitable switch on appeal. Carls Jr. has acquired quite the reputation of producing these overtly versed advertisements. Advertisement s much(prenominal) as this be damaging todays generations mental and natural state of being. In America, we are surrounded by a society that is primarily consumed by sex. With that being said, there are thousands of companies that produce risky advertisements to compete for the attention of viewing audience much(prenominal) as Carls Jr.With regards to the Kate Upton advertisement, the first thing that caught my eye upon viewing this ad is Upton eroding lace under garments scantily covered by a short polka dot dress. The revealing dress shows wrap up her legs and hangs loosely off her shoulder ultimately exposing her bra and cleavage. The range of positions she lies in throughout the ad goes from innocent to offensive. Upton begins removing the South West cake Melt from its wrapping and starts to belatedly consume the burger in her car. After taking the first taste, Upton starts her steep-speed rase tease.For the remaining thirty seconds, the camera moves up and down the parts of her dust that are revealed by her dress. She unexpectedly begins sweating all over her body, which institutes a direct reference to sex. Uptons elusive hip movements add to the alkali of sex, and serve to sidetrack the viewer from the genuine burger itself. Uptons face looks incredibly pleased as if she is fulfilled with the burger she is advertising but upon close examination, you put one across that the burger has not been bitten into. Furthermore, this indicates that the intent of this Carls Jr. advertisement is to sell sex in addition to the burger itself.The content in this advertisement implies that women cannot only be healthy but also sexually fantasized individuals by purchasing the southwestern United States patty melt. In actuality, the opposite of that implication is practically true. The obvious inconvenience in this advertisement is that women rarely consume burgers the size of the one Upton is advertising. more importantly, eating a burger of that s ize is filled with calories and will not make those women who do resemble Upton physically. Women are incredibly sensitive to their body image and easily perceive the body images media creates. Therefore, this advertisement may be flummox to female viewers.In the journal puerile Evaluation of Gender Role and familiar Imagery in telly Advertisements authors Donna Rouner and Michael Slater provide readers with insight on a study they conducted the results portion states, Exposure to advertising with idealized images of physical attractiveness will at least temporarily lower female viewers self perceptions of physical worth and self being. (438) With that being said, immature females and adult women viewing this advertisement compare themselves to this excessively sexy except highly idealized model and begin to feel dissatisfied with their own physical appearance.Furthermore, the fact that the feeling of temporary self-loath takes place when viewing advertisements such as the one produced by Carls Jr. is chilling. Many callow females sit in front of their television screens and are bombarded with hundreds of advertisements each day. When advertisements like this appear, the message get out to them is, in order for you to be preferable or considered beautiful you must reveal certain parts of your body and act in an incredibly sexual manner. This corrupts the minds of young women. Thus, one tycoon say that the targeted audience for this advertisement is men or male adolescents.According to carol M. Sheperd, a professor at National University, Sexiness of an advertisement ca wasting diseases viewers to remember the ad, and thus the product. (2) With that being said, though Uptons advertisement turned on(p) up quite the controversy last year, it was successful in getting people to talk astir(predicate) the ad due its extreme sexual content. More importantly, it got people to go out and buy the Southwest Patty Melt. Nonetheless, Carls Jr. uses the pathos r hetorical appeal in this advertisement to evoke certain feelings out of viewers.Uptons sexually suggestive actions allure emotional responses from her predominately male audience, such as feelings of arousal and even desire. The use of pathos in this ad can go either focal point when it comes to its effectiveness. When viewing this advertisement a consumer could be paying attention to the high levels of sex appeal and disregard all other elements of the ad, like the actual burger Upton is advertising. Conversely, the appeal of sex can heighten the chance of an advertisement succeed because it attracts the customers attention.In the journal Ethics in Advertising Sex Sells, but should it? compose Jessica Dawn Blair states The use of sexual appeals in the study seemed to detract from the affect and retention of message arguments. However, it did appear that the recipients would focus their attention more on the execution of ads using the type of appeal. (112) It is our human natur e to be gay about sex. Sex in addition to attractive women in advertisements often sells more than advertisements that do not use this appeal. What does that have to say about our society?The objectification of women in sexual advertisements does nothing but teach the youthfulness of this generation that it is okay to overly sexy and in fact, it is encouraged. That is where the problem lies. These companies pauperization to desperately appeal to their viewers and volume of them do not wish well if they are sending out the wrong message as eagle-eyed as the product gets sold. Overall, our country has based a vast majority of advertisements on sex appeal to sell their products to the targeted audience of predominately males.For the most part, women have been subjected to the role of playing pieces of meat to men. The objectification of women in advertising has extreme physiological consequences. It has the potential to make women think of themselves in the way in which they are portrayed and it causes them to engage in self-loath or depression. Advertisements such as Kate Uptons put out a negative viewpoint on women. It is significant that we reshape our own perception of how we view ourselves. Change starts from within and we have to step up as women, take the lead and reach as high as feasibly possible.Works Cited Blair, Jessica Dawn. Ethics in Advertising Sex Sells, but Should it? Journal of Legal Ethical and Regulatory Issues 9. 1 (2006) 109-18. ABI/INFORM Complete. Web. 3 Mar. 2013. Carls Jr. Advertisement. New York Daily New. N. p. , 1 Mar. 2012. Web. 3 Mar. 2013 Rouner, Donna, Michael D. Slater, and Melanie Domenech-Rodriguez. Adolescent Evaluation Of Gender Role And Sexual Imagery In Television Advertisements. Journal Of Broadcasting Electronic Media 47. 3 (2003) 435-454. Academic Search Premier. Web. 3 Mar. 2013.