Tag Archives: objectification

“Becoming a donor is probably your only chance to get inside her”

I came across this ad form 2009 and I was quite shocked to see that women objectification has been used not only to sell products, but even to promote organ donation. We can see that, as usual, the woman in … Continue reading

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Miss Representation

One of the central claims made in “Miss Representation” was that because the society tells women that the only thing that is important about them is their bodies. This focus causes women to self-objectify, and thus have lower political efficacy—the … Continue reading

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Buy Reebok sneakers and make your boobs jealous!

http://www.youtube.com/watch?v=N0k8uFnukn8&feature=related   I think that this Reebok commercial is representative of both the objectification of women described by Kilbourne and the cult of slenderness analyzed by Bordo. During the whole ad, the woman remains faceless. Her body is “dismembered” and … Continue reading

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“Men don’t want to look at naked men”

JBS Underwear ran a 2006 advertising campaign with the tagline, “Men don’t want to look at naked men.”  The commercial (found here) and a series of print advertisement feature slender, topless females modeling the male underwear line.  The models are … Continue reading

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FIAT USA Commercial

This Fiat 500 Abarth commercial was shown during the 2012 Super Bowl, which conforms to the heterosexual men’s sexual desires.  A tall, slender, foreign woman is objectified in this commercial.  The young woman catches a man’s attention as she bends over … Continue reading

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Selling clothes with barely any clothes

Nowadays it is not only women who are being targeted by ideal body images but also men. I contend arguments put forth by Bordo that it is far more important for women than men to be concerned with tightening up … Continue reading

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Tattooed Diet Coke Bottle

This specific advertisement reveals the way in which women are objectified as inanimate objects.  The twist in this ad is the fact that the bottle is transformed into the body of a “normal” woman, rather than the woman being transformed … Continue reading

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Fiat Superbowl Commercial


Based on the first few seconds of this ad, the viewer might think it’s a “typical” sexist advertisement. The woman is bent over – the viewer is clearly supposed to focus on her breasts and butt. As the ad progresses, it’s clear this ad is not typical in any way. There is a glimmer of hope though, when the woman realizes she has attracted this heterosexual male gaze and reprimands the onlooker. However, her passion in anger turns into passion in seduction, and even this image of a strong woman is sexualized. The woman is objectified even further since she is Italian. Not only does this play into the ‘sexy and foreign woman’ stereotype, it further objectifies the woman since the (assumed) American man literally cannot understand her, and therefore it’s understood that he is drawn to her only for her appearance. Like Jean Kilbourne states in Killing Us Softly 4, women are often objectified in media to the point where they actually become inanimate objects. In this ad, the woman literally IS a car. Not only is she depicted as only a sexual being, cars and driving are sexualized also. The tagline, “You’ll never forget the first time you see one,” only further engrains this message. The company doesn’t want the viewer to buy their car because it’s the most reliable or most fuel-efficient car, just like the man wasn’t attracted to the woman for her personality or intelligence. Instead, Fiat wants the viewer to buy the car simply because it’s beautiful, foreign, and bold. And because seeing this car for the first time is as memorable as seeing a beautiful woman, driving this car is as comparable to “driving/riding” a beautiful woman by association.

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