Messages in Advertising

Gender and sexuality are used to drive advertising revenue around the globe, and advertisers often exploit the general public and reinforce ideas of male superiority while simultaneously setting unattainable goals for women. The continued use of these advertising strategies effectively stop our society from moving forward and pigeonhole women into feeling what they should be, not what they want to be.

Photoshop can fix any imperfection

If you have ever seen a commercial or watched a television show, you know that a woman cannot be the complete package and will almost always be inferior to their male counterparts. "Culture stereotypes women to fit the myth by flattening the feminine into beauty-without-intelligence or intelligence-without-beauty; women are allowed a mind or a body but not both." (Wolf, 59) This is true in some of the most popular shows on television, such as "The Big Bang Theory." In this show, there are a few women, some smart, some beautiful, but none portrayed as both. This effectively carries out commercial advertising's society roles and shows young girls  that you can choose to be one or the other, but not both. Many of these shows take their cues from advertising, which has been limiting and classifying women since its inception. A great example of advertising's negative effect on women can be seen in advertisements for beauty products. These ads set unattainable ideals for young girls and tells them they are not good enough if they do not look a certain way. This is a great way for these companies to generate revenue. "Advertisers have an enormous financial stake in a narrow ideal of femininity that they promote, especially in beauty product ads." (Cortese, 54) By telling women that they cannot achieve this level of beauty without their products, the makeup companies are driving business their way, even at the expense of women around the world. Over time, this ingrains in women the thought that they are not beautiful without these products. The fact that many celebrities endorse these products does not help either. Many young girls look up to these women and will listen to almost anything they say. Being told these things from a young age is a reason why the advertising is so effective. Self image not only relates to the way women feel about their face, but their bodies as well. "The argument that the media causes eating disorders assumes not merely that media representations misrepresent but that they also inscribe, directing women to train, shape and modify their bodies to conform to what, very clearly, are impossible ideals." (Wykes, Gunther, 206) Most commercials feature young, beautiful girls with bodies that are impossible to attain. These commercials do not mention that photo shop was used or enhancements were made. No, they are broadcasting the notion that it's normal to look that way, that you can only be happy and successful if you look that way. This is what leads to low self esteem in women. They cannot possibly live up to the ideals set by these advertisements, but most of them try to and beat themselves up for not reaching that unattainable goal. As I said before, these images are intertwined with popular culture and are continuously reinforced through repetition. Women cannot escape these messages and are almost brainwashed to think like advertisers.

Beyonce, pictured above, is never shown without makeup in advertisements

If is extremely difficult to find or think of alternatives to mainstream advertising strategies as it is almost all we see. In class, one of the groups presented and showed us a campaign ran by a beauty products manufacturer encouraging women to be themselves, be natural. This ad featured prominent female celebrities such as Ellen Degeneres and Beyonce. What I found interesting was how much makeup these celebrities were wearing while filming the ad. It was ironic to me, and I couldn't help but think how much that went against the message they were trying to send. I think a great way to start to send out new messages is to feature women in their natural state, without makeup or airbrushing. I have seen this a few times but not nearly enough. I think that campaign would have been more effective if they had shown the celebrities without makeup. That would have shown women that they are not perfect either, and that is OK. Having more advertisers embrace women in their natural state would send the message that not everyone is perfect, and it is normal to be comfortable in your own skin. I think this would start to change the thinking of the general public and restore confidence in women around the world, especially young girls.


Overall, I feel that advertisers will continue to exploit women and prey on their insecurities. Why would they change a formula that has always worked? If women in positions of power continue to go along with this then it will never change. There needs to be a shift in the collective thinking of the general public, and the only way to start that is from women with high visibility. The Beyonce's of the world need to be the people to take a stand. There will be no change until this happens, and unfortunately, it seems that they are content with being used and misrepresented for the all mighty dollar.




Works Cited

Wolf, Naomi. The Beauty Myth: How Images of Beauty Are Used against Women. New York: W. Morrow, 1991. 59. Print.Cortese, Anthony J. "Constructed Bodies, Deconstructing Ads." The Pop Culture Zone. N.p.: Wadsworth, 2009. 54. Print.

Wykes, Maggie, and Barrie Gunter. The Media and Body Image: If Looks Could Kill. London: SAGE, 2005. 206. Print.