In Killing Us Softly 4, Jean Kilbourne valiantly pronounces that things are far worse now than they were several years ago. Jean Kilbourne adopts a fresh stance on the manner in which advertising deals in destructive and distorted ideals of femininity…
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Without a doubt, the film is a definite channel of showing a conversation regarding the different forms of gendered representation, which the media propagates. Kilbourne is quite clear on the frequency of such representations and how deeply the representations affect people’s perceptions towards one another. Killing Us Softly 4 showcases the manners through which the advertising world reinforces negative behavior towards women, discussing how such behavior affects females of all ages (Killing Us Softly 4). The film collectively interprets advertisements that people observe every day and shows that these advertisements create a rather toxic culture amongst people in the modern world. Notably, most advertisements sell concepts like normalcy, love and sex, while at the same time telling women how they should look, feel and act. However, Kilbourne asserts before shooting advertisements, image directors retouch women’s images at least 20 to 30 times prior to publishing the images. Ironically, it is these retouched images that the advertising world feeds women in the society, making such women’s innate aspirations emulate the images in advertisements. Without a doubt, the film is a definite channel of showing a conversation regarding the different forms of gendered representation, which the media propagates. Kilbourne is quite clear on the frequency of such representations and how deeply the representations affect people’s perceptions towards one another.
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