Project 5

Introduction.

Corporate America has become guided by the sexualization of women in advertisement. This is a technique that many marketers have used in order to guarantee a profit. This is seen everywhere and in all kind of outlets and media such as, books, magazines, the billboards on the side of the road, ads in the stores and many more. This also includes fast food chains, to be specific the Southwest Patty Melt advertisement by Carl's Jr. This add clearly shows the sexualization on media. In the ad we can see a woman in black dress with white polka dots and lace stockings. In the ad they are advertising a new item in their menu and uses the woman to show off the product and even show how a nearby guy looks in her direction in awe of how "sexy and seductive" she was being.

Sexualization.

In the ad to promote the new Southwest Patty the woman is at a drive through theater and she seems to get hungry so she gets out the new Southwest Patty and starts eating it while being seductive. After eating one of the jalapenos that the Southwest Patty had she starts to sweat caused by the spiciness of the jalapeno which led to the woman starting to take her headband off. They zoom in into her necklace and shows how she slowly passes her finger on it and shows her sweat. They then proceed to zoom in into her breast to show her taking a furry pink sweater off. “Sex in advertising is pornographic because it dehumanizes and objectifies people, especially women, and because is fetishizes products”(Kilbourne, Pg 489 Para 2) stated Jean Kilbourne in her article. The ad shows how the burger is making her feel a type of way that resembles having sexual intercourse. The fetishizing of the burger is the cause for the woman starting to strip and be seductive.

Consequences.

At first you would think that these type doesn't harm anyone when in reality it does. This type of ads where women are being sexualized can lead for both women and men to think a certain way. It can even lead to violence. For example, men can see this type of ad frequently and start to think that they want someone just like the women in the ad. To be seductive, to close their legs tightly when having something good, to be that same kind of body etc. They might not find that exact person but someone close enough and if that woman doesn't fall under his dominance due to most of the ads where women are being sexualized it shows male dominance, it may lead to violence such as domestic violence and abuse. This type of ads are everywhere where they can be seen by anyone including the new generation of women. In the film Killing Us Softly from Kilbourne she states "we all grow up in a culture in which women's bodies are constantly turned into things and into objects." The new generation of women are being affected the most. The ads allude the young women to think a certain way. Makes them think that they must have certain kind of body to be considered attractive. To being cat called on the streets as they walk home, to being stalked by random people or even forced to do things out of their own free will because she rejected someone and their ego and "dominance" were too hurt to move on.

Conclusion.

The culture that the media has created in which women are being sexualized, objectified, cat called, stalked abuse and more has been cause by the slowly and frequent exposure of ads that are sexualized, where most of the time the woman is being sexualized just as seen in the Southwest Patty Melt ad. In the ad it is shown how a woman slowly starts to undress and sweat due to the pleasure that the Southwest Patty Melt gives her which in a way can be a symbolism for sexual intercourse. It shows how a nearby man is hypnotized by her seductive skills and that the only way he could stop looking at her is by his girlfriend physically having to move his head on the opposite direction which would be a symbolism for how men in real life struggle to control their urges and when rejected while having those urges can lead to more traumatic events such as women being force to do things out of their own free will. Sexualized ads affect both men and women into being closed minded and that they should both act and live as the media depicts it.