Advertising's Image of Women

In this new, highly anticipated update of her pioneering Killing Us Softly series, the first in more than a decade, Jean Kilbourne takes a fresh look at how advertising traffics in distorted and destructive ideals of femininity. The film marshals a range of new print and television advertisements to lay bare a stunning pattern of damaging gender stereotypes -- images and messages that too often reinforce unrealistic, and unhealthy, perceptions of beauty, perfection, and sexuality. By bringing Kilbourne's groundbreaking analysis up to date, Killing Us Softly 4 stands to challenge a new generation of students to take advertising seriously, and to think critically about popular culture and its relationship to sexism, eating disorders, and gender violence. (/YT)
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Skeevesays...

Maybe she talks about this in the video (I don't have time at the moment to watch the whole thing) but does anyone else find it ironic/weird that she talks about the impossible, unrealistic image that women have to compare themselves to and yet the leading cause of death in America is obesity-related and around 60% of Americans are overweight (with 30% of those being obese)? It doesn't seem, to me, like people are trying very hard to fit that unrealistic image.

legacy0100says...

I'm not sure I wholly agree with what she claims at the 4th segment of the video about consequences of objectifying men and about femininity vs masculinity.

She claims that valuing masculinity over femininity leads to violence.

Far East Asian media is dominated by feminine mentality simply because the female audience and fan participation vastly outnumber the male audience. Both men and women in public media are depicted as people with feelings and pretty hair and such. But this doesn't mean there's less domestic violence in Asian cultures.

In fact, there are more unreported domestic abuse in Asian countries than there are in United States. People also fight, people get hit by cars, people get killed in Asian countries with the same rate as any other countries. How do you explain that according to your ad images?

She also complains that in her society masculine values are prioritized over feminine values, and that leads to violence.

Your culture of glorifying masculinity has brought universal suffrage mind you, while most other countries where they prioritize cooperation of community and other 'feminine' values end up oppressing women because they want to keep things the way they are.

Historically most Northern European countries valued masculine values over feminine. And yet these countries were the ones who brought women into battlefields in Roman times and also adopted the first Universal suffrage.

Stick to your original comments about media effecting women's body image lady. Don't get off track.

HadouKen24says...

>> ^legacy0100:

Far East Asian media is dominated by feminine mentality simply because the female audience and fan participation vastly outnumber the male audience. Both men and women in public media are depicted as people with feelings and pretty hair and such. But this doesn't mean there's less domestic violence in Asian cultures.
In fact, there are more unreported domestic abuse in Asian countries than there are in United States. People also fight, people get hit by cars, people get killed in Asian countries with the same rate as any other countries. How do you explain that according to your ad images?


The valuing of the masculine over the feminine doesn't need to be advertised in East Asian culture; it's taken as read. Fish don't advertise water. In Japan, for instance, it's extremely difficult to find a career as a woman that would come close to the social status and earning potential that men can acquire.

I think you're conflating individualist values with masculine values, to be quite honest. There is nothing "masculine" about cooperation, and nothing inherently "feminine" about individualism. The reason the Northern European peoples were able to have female leaders going back centuries had everything to do with their individualism, and not much to do with their masculinism; they shared the latter with their military foes, and only with the valuing of the individual was it possible to conceive of, for example, Queen Boadicea, who gave the Romans so much difficulty in Britain.

spoco2says...

>> ^Skeeve:

Maybe she talks about this in the video (I don't have time at the moment to watch the whole thing) but does anyone else find it ironic/weird that she talks about the impossible, unrealistic image that women have to compare themselves to and yet the leading cause of death in America is obesity-related and around 60% of Americans are overweight (with 30% of those being obese)? It doesn't seem, to me, like people are trying very hard to fit that unrealistic image.


No, the problem is they try, but fail, because it's a completely unrealistic image to attain, so no matter how fantastic they end up looking, they end up looking like an actual PERSON rather than a conglomeration of people and photoshop. This leads to people just giving up because they are never happy with how they look, and then becoming depressed because they tried and failed, and then eating for comfort, and then giving up, "Why should I bother, I've tried and I can't attain what I'm told I should be like".

So, yeah, there is a stupidly high number of fat people about, morbid obesity is trying to be pushed as a 'norm', all because women (and men to a lesser degree) are constantly shown impossible goals for how they should look and therefore give up with no hope they can ever attain it.

(OK, not ALL because of that, also the shit food, lack of exercise etc. etc.... but you get my point)

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