The Objectification of Women in Advertisements

Women's objectiveization is a major problem in society and is usually guided by advertisements. However, many men still believe that expressing female advertisements in a sexual and passive way is not that uncomfortable, but rather is very fun and sexy. But, if their daughters and sisters are advertised as sexual targets all over the world, what do they think? The tiger beer ad shown in the appendix is ​​a clear example of women's objectivity in advertising. Advertisement of Tiger beer is to attract men from 20 to 60 years old.

This report examines the gender and objectivity of women in print advertisements and the impact of these descriptions. Discussed the main themes seen in advertisements and their roles in strengthening gender discrimination and women's stereotypes. We examined the impact of advertising on social comparative theory and training theory, social attitude on beliefs and actions. The report examines the historical impact of women's role in advertising and the gradual transition to new trends in advertisements that are trying to empower women. Through the content analysis of the 2005 Nike Real Women event, I explained the impact on advertising in the future and recommendations

Women's role in advertising: transition to women's objective and empowerment advertising framework

Over the centuries, advertising has revealed women's objectivity. For these ads, women are often used to attract male audiences as a way to stimulate sales. This not only reflects the idea that women are needed to attract men's attention, it is also the basis for why women are over-represented both inside and outside the media. When watching how women are drawn in advertisements, they are usually fragile, delicate and sexy; they often touch their face, neck and body sexually. Obviously, we can see that men in advertisement are completely different - strong, muscular, and brave. Gender inequality has long been a social and economic problem and such advertisements have enhanced this inequality by creating images based on these fixed ideas.

Male gender is objective in 37% of advertisements where the body part of men shows products. These ads are a form of sexual objectivity. As with women's sexual objectiveness, so-called objectivity usually leads to male body humiliation, eating disorders and perfection pursuits. Men in the media are specifically forced to participate in steroid use to achieve cosmetic standards set by physical assessment. The ongoing exposure of these "ideal" men made society expect all men to adapt to this role.