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Male Gaze Advertisements 1 - Contenido educativo
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Why do advertisements sexualize?
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Starting with the index
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First of all, we are presenting the power of sexual immorality
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following by the controversy, a
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raffle shot, the sneaker shot
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reasons of its spread in developing countries and why advertisers continue to use it
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Advertisements have long been used as a powerful tool to influence consumer behaviors and boost the sales
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Also, the use of sex and sexuality in advertisement is not a new technique, and it has been popular
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by advertisers for decades.
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However, the portrayal of sex in advertisements has become increasingly explicit over the
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years.
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Advertisers use sexual imagery to create a connection between the viewer and the product
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being advertised, grabbing the attention of the viewer, with the hope that the viewer
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will remember the advertisement and buy the product in the future.
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Another reason for the use of sexual imagery in advertising is the association of sex with
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power, beauty, and disability.
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Advertisers often use sexual imagery to tap into these associations, presenting their
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product as something that can improve their viewers' sex appeal or attractiveness.
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This is especially true for products related to personal grooming, fashion, and beauty,
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Over-sexualized imagery is used to create an aspirational image for the consumer.
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However, the use of sexualized imagery in advertising usually leads to controversy.
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Many argue that it objectifies and degradates individuals, especially women.
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It is also thought that it reinforces harmful gender stereotypes.
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For example, the idea that women are primarily valued for their sexual appeal, and also the
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idea that men are expected to be sexually aggressive
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In this video, we can see how a raffle whistles at a pretty girl in a dress.
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It can be deduced that the raffle is personifying a strongman whose labor is a marine, probably.
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Also, he starts flirting with her and doing obscene actions with a sexual connotation.
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So now we're going to watch this sneakers advertisement from 2011 as another example of male gaze in the food industry.
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As we have seen, although this commercial is meant to promote the sneakers as a quick
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and easy solution to hunger, using humor to convey this message, from a different perspective
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we can note a few potential issues in it.
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Firstly, that reinforces gender stereotypes by portraying a young woman as irritable and
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easily frustrated, and then suggesting that her mood can be easily fixed with the sneakers
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which strengthens the idea that women are overly emotional and irrational.
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Regarding the girls' incapability to skate in the ad, it could be seen as reinforcing the stereotype that women are less skilled and less capable than men in physical activities.
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This perpetuates the thought that women are generally less competent than men when it comes to sports and that has been used to limit women's opportunities and experiences.
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Additionally, the commercial portrays the idea that women's emotions are something
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to be managed and controlled rather than something that should be accepted and valued, which
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underpins the belief that women should prioritize being pleasing and accommodating to others
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rather than being allowed to express their emotions authentically.
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Having watched these two advertisements, we have noticed that the broadcast of these kind
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of commercials is significantly more frequent in developing countries, where they usually
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go unnoticed, although problems related to violence and discrimination are continuously
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increasing.
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Consequently, as we found this as an interesting aspect, we wanted to study which may be the
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reasons for it.
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So first of all, we came across the idea that many developing countries have a more conservative
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cultural background and traditional values when it comes to discussing sex or sexuality
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openly.
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Therefore, advertisements that sexualize products or people like the one we first commented
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can be a way to break the taboo around the topic of sex, which in turn can attract more
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attention and interest from the audience.
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Furthermore, many developing countries also have a younger population, like we can see
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here in the comparison of these two graphics showing the population of the European Union
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and the Colombian one.
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So advertisers may use sexualization to appeal to this demographic, which is more likely
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to be interested in exploring their sexuality and desires.
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Also, this can be especially effective in a society where sexual education and access
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to contraception may be limited.
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Moreover, the severe poverty issues these countries face every day push into the background
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the potential negative impacts of sexualized advertising, including the harmful gender
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stereotypes and the culture of objectification.
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Despite the negative consequences of sexualizing advertisements, companies continue to do it
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because it works.
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Studies have shown that sex sells, and advertisements that use sexualized imagery or themes tend
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to be more attention-grabbing and memorable.
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Additionally, as my classmate just said, many advertisements believe that sexualized ads
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are effective in capturing the attention of younger audiences who are more open to sexual
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content.
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As we can see in this chart, law agencies' slogans have better qualifications in non-familiar
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aspects proving the point that it is easier to grab the attention of the viewers with non-familiar
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ads furthermore companies often prioritize short-term profits over long-term consequences
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sexualized ads may generate more sales in the short term but they can also harm a brand's
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reputation and and alienate customers in the long term however companies may prioritize immediate
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sales or long-term consequences, particularly in a highly competitive market where sales
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are critical to a company's survival. There is also a cultural component to this issue.
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Advertising reflects and reinforces cultural values and norms, and in many societies,
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sex is seen as a taboo topic that is only discussed in private. Advertising companies
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may push the boundaries of social norms and values to create a more provocative and edgy image
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for their brand even if it comes at the expense of objectifying individuals or perpetuating harmful
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gender stereotypes overall while sexualizing advertisements may have may have negative
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consequences companies continue to do it because it is an effective way to capture attention and
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generate sales as consumers become more aware of the negative effects of sexualized advertising
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it's important for companies to reconsider their marketing strategies and prioritize ethical and
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and responsible advertising practices.
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But as we can see in the chart,
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companies continue to do it because in the areas
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where they make a profit by sexualized advertisements,
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they still make a profit
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because we still buy those products.
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- Idioma/s subtítulos:
- Subido por:
- Monica V.
- Licencia:
- Reconocimiento - No comercial - Compartir igual
- Visualizaciones:
- 19
- Fecha:
- 29 de mayo de 2023 - 19:07
- Visibilidad:
- Público
- Centro:
- IES SAN JUAN BAUTISTA
- Duración:
- 08′ 12″
- Relación de aspecto:
- 1.78:1
- Resolución:
- 1280x720 píxeles
- Tamaño:
- 191.74 MBytes
