User:Dnmsrh

In the video Killing me softly 3, Jean Kilbourne explored the idea that advertisements put women in a position where they are constantly being looked at in a certain way. Whether it is in accentuating certain body parts, showcasing only ‘ideal’ body shapes, or having the women in suggestive positions, it has come to my attention that the objectification of women is prominent in many if not most of the advertisements commonly seen.

The objectification is not only in terms of using women’s body shape as an object like a perfume bottle or a bottle of alcohol, but also in the way they are treated by men. This is largely seen by whenever the men are portrayed as an aggressor. In a heterosexual advertisement, women are seen to always be submissive and usually scantily dressed as compared to the men, which appear to be either grabbing her hair or any other piece of clothing. This gesture not only highlights the men’s aggression, but also the men’s ability to treat a women in any way they like hence taking away her own freedom and also deluding her to being a tool of their aggression or an object.

Jean Kilbourne explored American advertisements, however, her findings are still applicable to Asian advertisements as well. Asian broadcasted advertisements on television do not highlight sexuality, especially in Singapore. In this society, sexuality is still a very taboo topic and hence, and censorship here is still very strong in a sense that anything that is too sexual is not allowed to be broadcasted. However, even when women are not objectified, women are still portrayed in certain stereotypes. For example, a woman always heads home products advertisements. Only women appear to be interested in keeping their homes clean, the ‘magic’ powers of doing the laundry and keeping the clothes in tip top conditions. A perfect example would be Mr Muscle. Mr Muscle advertisements portray a woman who cannot clean her kitchen properly and shouts out for help. An animated character then appears, to have the perfect solution. The women here are hence portrayed not only to be completely obsessed with cleaning the kitchen, but in need of a strong man to introduce something that is ideal for cleaning. The animated figure that comes along is a man with huge muscles and he ultimately ‘saves the day’. Similar to what Kilbourne suggests, these advertisements show how men are superior to men, and even in doing what a woman is “supposed” to do, a man will always be the savior.

Many feel unaffected by advertisements and claim not to be influenced by them at all. However, in my opinion, people have become so sanitized by the different stereotypes that they immediately accept it blindly. This is why women and men are continuously portrayed and will be continuously portrayed in the same way because the public oversimplifies the different roles that are being showcased.