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Week 7

2 Pages
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Department
Sociology
Course Code
SOCB58H3
Professor
Emily Fountas

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Killing Us Softly 3: Advertisings Image of Women
Advertising Industry
o$20 Billion in 1979
o$180 Billion in 1999
oAverage American is exposed to 3000 ads per day and 3 years watching TV
commercials
Advertising is the foundation of the mass media
oThe primary purpose of the mass media is to sell products
oAdvertising does sell products as well as values, images, concepts of love,
sexuality, romance, success and more important normalcy
Tells us who we are and who we should be
Women
Advertising tells us that the most important thing about women is their looks
(surround us with the ideal of female beauty)
oWomen learn that we must spend enormous amounts of time, energy, and
money striving to achieve this ideal, feeling ashamed and guilty when we fail
(which is inevitable because the ideal is based on absolute flawlessness)
oThe 5% body type that American women have is the only one we ever see as
desirable/acceptable tall, thin, broad shoulders, narrow hip, long legged,
with large breasts (naturally small but with implants)
We are told that women are acceptable only when we are young, thin, white,
beautiful, carefully groomed and polished any deviation from that ideal is met with
a lot of contempt and hostility
o1 in 5 women today have an eating disorder, anorexia and bulimia
o4 in 5 women today have any disordered attitude toward eating ones appetite
Womens bodies are turned into objects and things, resulting in very serious
consequences
Body languages of women are portrayed as passive, vulnerable, etc.
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Description
Killing Us Softly 3: Advertisings Image of Women Advertising Industry o $20 Billion in 1979 o $180 Billion in 1999 o Average American is exposed to 3000 ads per day and 3 years watching TV commercials Advertising is the foundation of the mass media o The primary purpose of the mass media is to sell products o Advertising does sell products as well as values, images, concepts of love, sexuality, romance, success and more important normalcy Tells us who we are and who we should be Women Advertising tells us that the most important thing about women is their looks (surround us with the ideal of female beauty) o Women learn that we must spend enormous amounts of time, energy, and money striving to achieve this ideal, feeling ashamed and guilty when we fail
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