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Celeste Gonzalez (Thunderpants) – Objectification…what does it really mean to our society?

April 17, 2012

By Celeste Gonzalez

Team Thunderpants

 

In today’s day and age the objectification and sexualization of the female body has become a social norm and to the extremity when an audience points out the problematic issue, they are considered feminist who are “just” overreacting. Why is that? Throughout this course we have encountered many issues that deal with the female body and how the media portrays women as a sexual desire to promote a product of a company.

 

For instance one of the bigger issues has become the portrayal of women half naked who are slender, beautiful and sexualized, yet the media does not reflect the average woman who accomplishes more than just a sex being. Society today has made it okay for an audience to immerse themselves in advertisements on television, in print and on billboards. Commercials today not only consist of the concept of sexualization but the concept of gender, submission and female archetype that is portrayed.

 

In this specific commercial, http://www.youtube.com/watch?v=QfVpXykZG5c, the female body is portrayed as a pure object for the audience to perceive as, when the product that is being sold is a Snickers and “not her.” As we learned throughout the course how gaze is important when a piece of work is created, it becomes very relevant in commercials that use the business tactic that “sex sells.” This commercial is shown in a male gaze by using women as a  washing tool for the vehicles presented in the commercial. The women are barely wearing any clothes and their breast are used to clean the car windshield. How far has society gone to think that it is okay to portray a human in such a manner and to air it on television? Although this specific commercial was banned it still demonstrats the normality that objectification has become in our society.  Valenti brings up valid points in “Pop Culture Gone Wild” discussing the issues how the sexualization of the female body has become pornographic in many circumstances. Valenti states, “Pop culture is becoming increasingly pornified,” in which it has to a long degree of measure (41). Looking at the documentary Beyond Beats and Rhymes the narrator of the film describes how women are used as objects in hip hop videos for their “sexualized look” and attire that is chosen for them to wear to bring that essence out. When looking at the majority of hip hop videos today, the audience sees women in bathing suits or provocative clothing, dancing inappropriately and portrayed submissively to the rapper in the video. The women are usually portrayed on the side of the rapper seducing him rather than a woman taking charge of her character, in which it would be a female gaze, which in society has been seen as a rare gaze to use in the media. Just as Valenti expresses in her article, the media exploits the body and uses women rather than men more often which creates a domino effect  to our younger society creating a statement that it is okay to be objectified, submissive and sexualized in the media.

 

If we as a society choose to accept and feed into advertisement of female body then of course media will keep using marketing as a gateway to sell product by portrayal of sex.

 

Refrences:

 

CarjamRadio. “Best Sexy Car Wash Ad Ever Funny Banned Commercials 2011 – Carjam               Radio.” YouTube. YouTube, 21 Sept. 2011. Web. 01 Apr. 2012.             <http://www.youtube.com/watch?v=QfVpXykZG5c&gt;.

 

Valenti, J. (2007). Full Frontal Feminism: A Young Woman’s Guide to Why Feminism Matters.

 

 

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