Name Professor Course Date Killing Us Softly Analysis A dream house, luxurious car, noble apparel and an ideal face and body – these are what most of us are striving hard to work for. Many people spend inconsiderable time, lots of money, and voluminous sweat to go after these things they feel are important, even though they admit they can live without…
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One of the major victims of advertisements streamed in media (televisions, newspapers, magazines, social networking sites, etc.) is women. Between the year 1997 and 2007, women who uses cosmetics and undergo surgeries increased 457% every year, averaging to almost 12 million women around the globe. This statistics shows that women feel a sense of discontentment over their faces and figures. As Jean Kilbourne explains, the cause of this is the deceiving advertisements that flagged all around us. Other than this effect, however, are more depressing problems such gender socialization and objectification of women. In a recent commercial posted by Pantene titled “Labels against Women”, society termed women as pushy, selfish, vain, and show-off while men are persuasive, dedicated, neat, and smooth. These terms, which people often say are trivial matters, illustrate the gender socialization that happens in the society. Because women are usually portrayed as house accessories, thoughts of them being the leaders and heads in companies, in construction works, and laborious tasks are almost impossible and seemed to be pre-judged by people. Because of the typical concept made for women, employers are hesitant of hiring them despite their qualification or over qualification for the works they are applying for. When this happens, inequality and further, low self-esteem is experienced by the women. Another dreadful effect of advertisements on women is objectification. It is almost impossible to see billboards on streets without the subject sex and violence because this is how the commodities are marketed by most advertisers. Wonder why advertisers use this theme? It is because they try to fit in to effective ways of persuading the people. Because advertisers observe some immediate impacts of these types of images to people, it resulted to all of them trying to fit into the theme of sex and violence. In sociology, this concept is called the price of conformity. And as one model becomes or assumes the body of a certain drinking wine, for example, the more it would be appealing to the advertisers. Sad result of this is that, people starts to see women as objects, not people. This mentality would further lead to violence as Jean Kilbourne said, “Turning a human being into a thing is almost always the first step towards justifying violence against that person”. Women are dehumanized and any violence done on her would be tolerable from the stand point of someone who have watched or viewed the advertisement. In the film “Killing us Softly”, Jean Kilbourne mentioned that “men and women inhabit different worlds”. Using the Pantene commercial stated above, the society refers to men and women in different terminologies. Most often than not, women are degraded while men are applauded. Kilbourne’s concept of inhabiting different world lies on the expectation of the society between the two genders. In her example, when a man goes in a store to buy a pair of pants, he will not be expected to find a size 0 or 00. However, this does not apply with women since the society dictates and expects that women should have a size smaller than 0 or 00 (Kilbourne). So from this, it could be said that the
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“Killing Us Softly Essay Example | Topics and Well Written Essays - 750 Words”, n.d. https://studentshare.org/sociology/1498111-killing-us-softly.
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