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What does advertising tell us about women?
Looking at the modern advertising no matter where it is put, it is possible to see the message devoted to women which is carried, women are never judged for their achievements, they will always be considered from the point of view of their beauty and if this beauty does not correspond to the norm a woman will never be desired. Watching modern advertisements, it is possible to notice that women are presented in ads as ideal objects for admiration.
Ideal construction, thing body, straight legs, big breast, and perfectly clean face are the main characteristics of women which are to be. If to watch advertising, all women have to be ideal, but it is impossible. Women presented in advertising are perfect, but they are unreal. Nevertheless, each piece of advertising carries a message that it is possible to achieve the desired results if a particular item is bough.
However, no matter how often a woman buys the items and how many have already been bought, it is impossible to achieve the result shown in ads. Advertising tries to carry the feeling of guilt to women who fail to correspond to ideal. It does not matter that the ideal is unachievable. The main idea of advertising is to make women dependant from the thought that they failed to act correctly. Such thoughts make them dependant on public opinion, men’s point of view and many other issues.
The dependency is seen in the way how the things are advertised. Women are shown as the objects, according to the video Killing Us Softly 4 by Jean Kilbourne. The author of the research present many examples of the ads where women take part and which are directed at making them dependant on the public opinion.
What are the differences between men and women’s advertising?
According to Jean Kilbourne and her Killing Us Softly 4, the main difference between men’s and women’s advertising is that “They’d be doing the same things to men they’ve always done to women”.
It should be stated that the main idea Jean Kilbourne wants to deliver to the audience is that there are several ads where men are also desired to be made dependant on the public opinion, however, these cases are single and they have nothing in common to the situation with the female advertising where women have been told for many years about their failure to be unique and ideal.
The author of the video insures that men “would never” be judged the same way in ads as women are. Even if men are used in advertising and they carry the message of the ideal and strong body, such advertising do not the carry of men’s dependence on the thing which are advertised.
In other words, when women’s advertising takes place, it says that is women do not boy the thing they are going to fail to be unique. In case with the male advertising, the ads says that is women would not buy an item they will just lack something. The difference is great as the loyalty which is carried on men is never put on women. Men’s advertising is milder, it does not carry the message of their necessity to be ideal, it just says that things which are advertized may assist in being perfect.
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