Ads: A Destructive Image of Women - Essay Sample

Introduction

In the film Killing Us Softly 4 Advertising's image of Women, Kilbourne emphasizes the extent to which femininity has been distorted through advertisement. The advertisements on televisions and print encapsulate significant negative gender stereotypes that portray unrealism, detrimental standpoints about beauty, perfection, love, and sexuality. For instance, Kilbourne says that advertising surrounds women with the image of ideal female beauty and that they must invest a lot of time and money to be flawless, which is unrealistic. She says, "Once Cindy Crawford says, I wish I looked like Cindy Crawford" (Patrick). Kilbourne insists to the students on the importance of taking advertising with seriousness and not be lured by the perceptions portrayed on the adverts. This paper seeks to analyze the film, drawing the most essential and thematic aspects, as expressed by Kilbourne.

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The film expounds on some factual information about the advertising industry, which is about $250 billion in terms of capitalization (Patrick). Since the 1960s, Kilbourne collected ads and have identified a pattern of wrong perceptions about women in America. The rate of exposure to adverts in America is relatively high, where about 3000 ads are released daily (Patrick). The most exciting thing that Kilbourne notes is that ads sell more than the products.

The film relates advertising with objectification, where it instills the perception of perfection in women. Most ads advocate for idealism in female beauty and flawlessness, which is unachievable. Kilbourne notes that women with color are regarded as beautiful when they only duplicate white virtue, including light skin and spotless faces, among others, which are not real but alterations using computers. According to Kilbourne, advertising has promoted the prevalence of violence against women where they have turned as 'objects.' There exists a social belief that women are only acceptable when white, thin, and young, where a deviation from this, they face hostility and critics. This perception is the cause of the increase in cosmetic procedures, which include breast implants, botox, and laser treatments, as well as liposuction, among others.

Kilbourne relates advertising with the current popular cult of thinness where weight gains are disregarded, especially among celebrities. The perception has impacted girls being obsessed with thinness where models, for instance, have been forced by the situation to become thinner, and when they are not in a position, they use Photoshop to make them appear small. Ads have played a role in increased unhealthy attitudes, which have led to eating disorders. Kilbourne advocates for a lot of transformation in perspectives and cultures about the food, where she argues that its time people stop hating their bodies.

The film shows the relationship between advertising and sexual pathology where girls and women have been portrayed differently with men in most ads. Adverts have changed the women's standpoints and believe that it is sexy to be thin or little. The girls have adopted the notion of sexualization at a very tender age where sexy bras and thongs for seven-years-old girls are now available in stores. Adverts have normalized the use of pornographic images, which inappropriate according to the American culture. In the current setting, being 'hot and sexy' has been perceived as a measure of success, excluding other qualities and aspects. The girls' and women's sexual pathology has subjected them to adverse implications like depression, eating disorders, and low self-esteem.

Conclusion

In conclusion, advertising has caused more harm to culture and women through the adoption of inappropriate and unethical practices. Advertising has increased the consumerism of pornographic content and distorted the value and qualities of women. Advertising has impacted women's objectification, obsession with thinness, and sexual pathology.

Work Cited

Patrick, Julien. "Killing Us Softly 4 Advertisings Image Of Women". Youtube.Com, 2020, https://www.youtube.com/watch?v=pk4Va3RywVI&feature=youtu.be. Accessed 13 May 2020.