SEX AND ADVERTISING

There have been many increasing negative impacts of sexual advertisements on women. One very such movement, which caused a great controversy and was defied by all women were the breast cancer awareness adds. 

 

The overt use of sexuality to promote breast cancer awareness, through fundraising campaigns like "I Love Boobies" and "Save the Ta-tas", angers and offends breast cancer survivors and older women, who are at higher risk of developing breast cancer. Women who have breast cancer say that these advertising campaigns suggest that having sexy breasts is more important than saving their lives, which devalues them as human beings.

 

Whereas once pleasantly plump was considered beautiful, currently a slender physique is what is considered ideal. 

The most common trend that we see in our times are the use of women dressed seductively, irrespective of whether they are related to the product that is being sold or not. It is clear that such use of women in advertisements was purely to entice the customer to be interested in the product. 

 

Critics of the prevalent portrayals of women in the mass media observe possible negative consequences for various segments of the population, such as:

• Women of average or normal appearance feeling inadequate or less beautiful in comparison to the overwhelming use of extraordinarily attractive women.

• Unrealistic expectations by men of how women should look or behave.

• Stereotyping of women who are positively portrayed by or sexualized in the media, such as the theme of a "dumb blonde" or "blonde bimbo", limiting the societal and career opportunities for people who fit these stereotypes.

• Psychological disorders such as body dysmorphic disorder, anorexia, bulimia and so on.

• The excessively coercive nature of appeal to strong sexual instincts to sell products or promote media.

• Increase in the likelihood and acceptance of sexual violence

 

The representation of women in the media has always been exploitative. It has over the years reduced women to being nothing more than objects to be won as a prize.