Ever wonder why men and women are portrayed differently in the media when were considered to be equal in todays society? Well researchers have been wondering the same question. The role of women in television advertisements have become and important area research in the past couple years. Most research on this study has concluded that, “women are being portrayed in negative, stereotypical manner, and roles in which women have been portrayed in the media are neither flattering nor representative in the workforce (Bretle and Cantor 596). Many advertisements not just television commercial portray women in negative stereotypical ways. They give off the interpretations of women such as housewives, or sex objects. Scientific Findings and, “ the most casual viewing yield the same conclusion that women are shown almost exclusively as housewives or sex objects” (Bretle and Cantor 596). Also advertisements influence sexual attitudes of women. Popular advertisements of women contribute to this problem by, “creating a climate in which the marketing of women's bodies--the sexual sell and dismemberment, distorted body image ideals and the use of children as sex objects--is seen as acceptable”(Kilbourne). Researcher say that because women are viewed in these ways we tend to set limitations for ourselves unintentionally. The overall problem is that by, “remaining unaware of the profound seriousness of the ubiquitous influence, the redundant message and the subliminal impact of advertisements, we ignore one of the most powerful "educational" forces in the culture -- one that greatly affects our self-images, our ability to relate to each other, and effectively destroys any awareness and action that might help to change that climate” (Kilbourne). To many of these advertisements are nonchalant about the hidden messages being put out there and are just overlooked and ignored by the majority of society. Furthermore if the roles were switched men would see and possibly understand the negativity that is being represented in these advertisements, and something may actually be done about it. The way women are portrayed in advertisements should be the same way that men are portrayed with respect. |