Women And The Myth Of Consumerism Summary

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In todays world women are constantly objectified, dehumanized, and most importantly sexualized through images and advertising. Pop culture has set the standard of beauty and has come to define the ideal women as thin, white, large breasted, and young. Not only is this “ideal” women presented over and over again in mass media, but she is typically depicted in extremely sexual situations and poses. Seldom do we see women of other body types exploited in such a sexual way in advertising, not that we should. But the constant exposure to this “ideal” woman in such a sexual way reinforces the idea that many American women hold, that sex and sexuality belong only to the young and beautiful (Kilbourne, 2010). Not only does the over-sexualization of…show more content…
She believes that advertising is a product of consumerism and a tool of male oppression that women succumb to as a basic survival tactic. Hanisch would agree with the notion that the choice of sexiness is not a choice it all. Instead, it is a coping method used by women as a way to survive in a culture where man has rigidly defined women as sexual creatures existing for their gaze and entertainment. “One of a woman’s jobs in this society is to be an attractive sexual object and clothes and makeup are tools of the trade,” (Hanisch, 1969). From this perspective, it can be easily argued that perfume is an object of male oppression because women are told that by wearing it we will be more appealing to the opposite sex. Viktor & Rolf are perpetuating the idea that male gaze and attention is the ultimate goal. Through this advertisement they are encouraging women to conform to a presubscribed standard of beauty and telling us that the male gaze can only be achieved through overt sexual…show more content…
These images are not produced to sell sex and sexuality, but they exist to sell products and promote consumerism (Kilbourne, 2010). Sadly, as pointed out by Hanisch (1969), “society defines women as consumers, and the purpose of the prevailing media image of women as passive sexual objects is to sell products.” Advertisers use sexualization as a tool to sell products to women. They have discovered that by sending the message to women that they are “not good enough” they are able to sell more. They are able to convince women that they can become good enough, sexy enough, beautiful enough through consumption. This approach to buying and selling has fostered feelings oppression, exploitation and insecurity among women in the United States, all for the purpose of fueling the materialistic and consumerist society in which we

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