Sexism Through Advertisements

Presenter: Maya Fiorella

Presenter Status: Undergraduate student

Department: Communication & Media Studies

Funding Source/Sponsor: SYRCE Symposium

Screenshot URL: https://drive.google.com/uc?id=1yZKUsOGXvVDBDR61awVDpyCtLrSm7wcV

Abstract:
Advertisements throughout the 1970's included the over-sexualization and objectification of women. This began when culture and society in the 1960’s dramatically changed to revolve around consumerism. The younger generation was fond of idealistic traits and sexist values. Marketers were attempting to target and connect with the younger generation, but all this did was create a patriarchal society. Furthermore, marketers thought of women as a tool for luring in sales, which created the sexist atmosphere surrounding 1970’s advertisements. These advertisements would emphasize the idealistic women and produce mass media around these ideals. Impossible beauty standards were instilled in the minds of 1970’s women. Many advertisements were for products commonly consumed, but had no relation to seduction such as home supplies, beauty products, and beverages. It became a national trend to incorporate specified women into every advertisement whether it made sense or not. Advertisements created a negative space for women where they constantly felt poor about themselves. These impossible beauty standards created many problems for 1970’s society as a whole. Through the use of these sexist advertisements and impossible beauty standards set forth by the media, women developed self-esteem and confidence issues which varied in degree. Many advertisements to this day still reinforce traditional beauty standards as well as the objectification of women. However, younger generations today are starting to see this negative trend and desire a change. Hopefully, marketers realize this demand and put an end to the objectification of women through advertisements.