Changing the Image Post 3

In media, advertisements portray women as objects. Objects that are selling something, being sold a particular way, or object that enhance the presence of other objects or the presence of men in advertisements. The ideal women, time and time again is shown constantly in media images. That image is sold, to the female viewers, and is shown as an image that is desirable and necessary. Unattainable female beauty is presented as the way that the ideal women should be. However this unattainable beauty remains as attainable only through the usage of modern technology.

These images which are so abundant lead to negatives effects on the female viewers, most of all to young girls who are subjected to images of unattainable female beauty such as extreme thinness. Women as represented in media lead to obsessiveness of attaining this image and have adverse effects on the mental and physical health of the female viewers (57, Cortese).

Women are also oversexed in media images. Their sexuality is exploited to sell products, images, and personas. The sexuality of women is used to sell anything possible. From clothing on the runways of fashion shows to the advertisement of food, women's sexuality is exploited. Even young girls are sexualized in manners that make them look older and yet, the notion of being forever young is a valued trait in the image of women as portrayed in media.

In a particular advertisement for Burger King, the sexuality of women is exploited in the most vulgar of ways. The advertisement features a woman's face, with her mouth parted in ready to devour a BK super seven incher which is strategically placed adjacent to the open mouth. The words "It'll blow your mind away" is placed on the forefront of the advertisement. The sandwich alludes to the shape of a penis, and the open mouth of the women is ready and eager to consume this.The sexual content is apparent and shocking.The words themselves are dripping with sexual connotations. Relating the sandwich to a penis and the women who is ready to gain or more importantly give pleasure to the male gazer of the advertisement and consumer of the product. The presence of man although not physically present is heavy in the overall context. The woman is just an accessory to the selling of the sandwich which is appealing to men.

The current ad only plays to the sexism of women. Creating an advertisement where women are not objectified or made objects of the male gaze, yet actual subjects themselves is critical. The creators of media must learn to incorporate women in advertisements as women who may buy the product not due to insecurity or due a need, but for the same reason that a man would want to buy it. Also women must stopped being used as enhancers for the actual product. If the Burger king advertisement, were to incorporate women as a consumer of the product, the dynamic would change. Women should be considered just as much as men as actual consumers and the products that are sold for men, such as this sandwich should also be marketed for women but in a way that does not degrade them. Women and men should as consumers be on equal footing. Objectification and sexualization should have no place in advertising. In order for this to happen we must consider the social values that exist in our society and how they help for the continuation of these detrimental advertising techniques.

By making advertisements such as these it is detrimental to the image of women as a whole and spreads this continuing idea of women being present in any case for the pleasure of men. The techniques used to create advertisements such as these only contribute to the social implications such as eating disorders on women. Creators of media and advertisers employ these techniques on the basis of already standing social values. We must as a society reevaluate what our values are concerning women and how images of them are portrayed in the media.

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