I'm the One

The task of modifying modern day media is exhausting and requires seeking alternative methods of selling products while obtaining the same results that current advertising (involving objectified women) brings in. Unfortunately, the journey has ONLY begun and the process is lengthy and expensive. In the above ad, we have the media sensation, Gisele Bundchen, who is well known for exposing her best 'attributes' on the covers of men's magazines, Victoria Secret catalogs, and high fashion designer commercials. Of course, she also contributes to the continuous objectification and demoralization of women in the media- by providing men with saucy, beautiful and sexy images of herself and playing into the stereotypical role of women in ads- passive, sexual, and pleasing.

In the ad, she is not only an object of pleasure for the white male, but, she is also an unattainable object for the black male. The body language suggests that-although she is powerful- she is still an object of desire and she is adored by the black male model. She is also clothed and the male models are naked. This ad questions the social enigmas of racism and sexism. How would we interpret this ad if the men were white and the woman a black female? These are the kind of ads that influence young women and the interpretation is vague- leaving the viewer with several suggestions.

The goal of advertising is to play on the insecurities and vulnerability of the consumer. Advertising offers the consumer, a solution to the overbearing problem- which in this case and many- the need for women to stay young, beautiful and sexy. This is where the 'beauty myth' is born (Naomi Wolf, pg. 62). Media transcends with society. Meaning advertising utilizes social changes to create new trends and exhibit their product as a necessary asset in improving the transition to the 'new' society. So, media caters to whatever audience or group they deem powerful at the moment. For example, during WWII, when women entered the workforce, advertising could not target these women as housewives; instead they found a different way to capitalize on the 'new working women'. Instead of targeting women with household ads, they decided to promote aesthetic enhancers (beauty products) so that women maintained their 'Feminine Quotient' (Naomi Wolf, pg. 63), while participating in male activities. This is just one example of how advertising is manipulated to persuade the masses. The reason we heavily rely on media is because we are accustomed to follow and accept things that we see in the public. So if we accept what media puts out, advertising executives will continue to please the consumer by generating the same type of ads and messages; since their obviously effective in selling the product.

How can we change media to reflect women in a more positive way? We need to stray away from the ‘gaze’ and as John Berger suggests “transform the women to a man” (Ways of Seeing, pg. 64).

We need to educate the younger consumers and teach them to question and object images they find insulting. This begins with parents educating their children and schools offering resources for children to learn about media and provide their views on what media means to them. As a young woman, I need to become more involved in protesting ads that are degrading, either by creating a portal for women to discuss these issues or by entering the advertising field and becoming a creator of alternative media.

Another alternative option would be ‘counteradvertising’, which can include humor and catch the attention of mainstream media creators. The above ad is not your usually “beauty” ad because the woman is older and not your usual sex object or housewife. In usual beauty ads, women are young, age is a discriminating factor, and race is displayed differently in ads for cosmetics, fragrances and hair products. However, in this ad, Dove does present this normal woman as someone who is beautiful and is desirable enough to bear all clothing and showcase herself. I don’t believe the underlying intention is to objectify the woman, instead it’s to understand her beauty and embrace it. With counteradvertisements, we can protest ads, one by one, that harm women and create stereotypes in society.