Quotes

PROPOSAL

http://www.independent.co.uk/voices/comment/slut-dropping-and-pimps-and-hoes--the-sexual-politics-of-freshers-week-8203400.html-

• "Freshers' Lunch...This will be mainly a chance for you to scope out who's in your department and stake your claim early on the 1 in 5 girls."  female students to be sent an email from a university society marking them out as sexual prey before they’d even started their course seemed extreme and inappropriate. 
•  driving around town with friends in the early hours of the morning and offering a lift home to a young woman they deem a “slut”
• “Slag ‘n’ Drag” themed club night as part of the freshers’ week festivities at the University of York. The university’s student newspaper, Nouse, describes the event as “the one night of Freshers ‘…where a girl can dress like a total slut and no other girls can say anything about it’”. It goes on to say that “the girls rock out in their best bra and French knicker combo.
• Themes range from ‘Tarts and Vicars’, ‘Rappers and Slappers’ and ‘Geeks and Sluts’ to ‘Golf pros and Tennis hoes’.
• both male and female, are being sent the message by their own universities that men are CEOs, Pros and Geeks – powerful, talented, intelligent, whilst women are condemned to derisive sexual valuation alone.
• “.“Contest where girls had to dance on stage. Most cheers win. Girls encouraged to take off items of clothing. No guy version.”At our [Student Union]…girls had to suck the choc off a kit kat chunky placed between a blokes [sic] legs”
  http://psych.hanover.edu/research/Thesis11/papers/WalkerEffectsofSexualizationinAdvertisements.pdf-
  There has been a major change in the way messages in advertisements have shifted the central focus of an ad whereas the product/service being promoted is no longer the crucial importance (Beasley & Danesi, 2002).
  Advertisers assume that the use of sexy models in promotional messages is what appeals to countless individuals due to how the model is portrayed (Monk-Turner et al., 2007).
  This can cause identification with the model in a way that will elicit some sort of affirmative feelings within the consumer, 
  

  ---

  http://psych.hanover.edu/research/Thesis11/papers/WalkerEffectsofSexualizationinAdvertisements.pdf-
  which may increase the likelihood of purchasing a product or using a service
  Many advertisements do depict women with either alluring behavior or exposing some or the  majority of their bodies, which contributes to the consumers ability to remember brand/product (Monk-Turner et al., 2007).
  Past research conducted revealed that not only are women under represented, but they are also sexually objectified, in advertisements toward men.
   McArthur and Resko (2001) also noted that advertisements geared toward men usually portray women in a much more objectifying manner; while advertisements geared toward women depict the woman as less sexualized. 
  https://sites.google.com/site/mediasportrayalonwomen/Home/the-perfect-woman--1950-vs--today/the-sexualization-of-women
   Throughout the media it is obvious to see that women are very sexualized and they are usually portrayed as objects that belong to men in these advertisements. 
  With women treating their bodies as sexual objects it then leads women to believe that that is all that is important. 
   Also with these ads showing women as sexual objects, men then begin to believe  that the sexual image of women is what is important and what makes them "attractive"
  With this sexualized image that is being portrayed in the media it becomes hard for women to be accepting of their own beauty and constantly compare themselves to images in the media which are more often times unattainable.
  
  
  Super sexualise me article
  
  
  

  
  

  women: the dumb blonde, the unintelligent housewife, the passive sex object, and so on.
  
  
  their appearance – looking
  beautiful and sexy - was more important than anything else;
  
  
  

  voice-overs were generally done by men, indexing their greater authority.

  
  

  
  
  

  In contrast, men were portrayed in a range of settings and occupational roles; as independent and autonomous; and were presented as objective and knowledgeable about the products they used. (Dyer 1982; Livingstone 1986; Lovdal 1989; Furnham and Bitar 1993; Gunter 1994).

  
  

  
  
  

  Women were typically shown lower or smaller than men and using gestures which ‘ritualised their subordination’(1979:43), for example, lying down, using bashful knee bends, canting postures or deferential smiles

  
  

  
  
  

  feminist work has been the analysis of how ‘cropping’ is used in adverts. Many studies have highlighted

  the way in which women’s bodies are fragmented in adverts, visually dissected so that

  the viewer sees only the lips, or the eyes, or the breasts, or whatever (Dyer 1982;

  Coward 1984).

  
  

  
  
  

  frequently mirrors the text in which women’s bodies are presented simply as a composite of problems, each requiring a product-solution. The effect is to deny women’s humanity, to present them not as whole people but as fetishised, dismembered ‘bits’, as objects.

  
  

  
  
  

  young women are presented not as passive sex objects, but as active, desiring sexual subjects, who seem to participate enthusiastically

  
  

  Goldman argued that advertisers' response was to develop ‘commodity feminism’i [;] adverts that attempt to articulate a rapprochement between traditional femininity and what are coded as

  feminist goals: independence, career success, financial autonomy

  
  

  
  
  

  gender reversal adverts or in revenge adverts which mock or turn the tables on men.

  
  

  Midriff advertising has four central themes: an emphasis upon the body, a shift from

  objectification to sexual subjectification, a pronounced discourse of choice and

  autonomy, and an emphasis upon empowerment.

  
  

  today's midriff advertising women are much less likely to be shown as passive sexual objects than as empowered, heterosexually desiring sexual subjects, operating playfully in a sexual marketplace that is presented as egalitarian or actually favourable to women.

  
  

  Women's bodies are evaluated, scrutinised and dissected by women as well as men and are always at risk of 'failing'.
  
  
  recent past, women's cooking or domestic cleanliness or interior design skills were the focus of advertisers' attention
  
  
  Instead of caring or nurturing or motherhood, it is now possession of a 'sexy body' that is presented as women's key source of identity.
  
  
  women can gain control through the commodification of their appearance - that by acquiring a particular look they can obtain power (Goldman, 1992)
  
  
  South African advert for She-bear lingerie in 1999, for example, featured an attractive young white woman wearing only her lingerie and a nun's habit and rosary. The slogan, 'Wear it for yourself', ties the brand identity to women who dress for themselves rather than for men
  
  http://www.kon.org/urc/v5/greening.html
  
   Empirical studies have indicated that women are overwhelmingly targeted more for sexually objectifying treatment than men (Gardner, 1980; Fredrickson & Roberts, 1997; Henley, 1977; Van Zoonen, 1994).
  
  Fredrickson and Roberts (1997) coined the term, objectification theory, which suggests that our culture socializes girls and women to internalize an observer’s perspective on their own bodies.
  
  females learn to be more concerned with observable body attributes rather than focusing on non-observable body attributes such as feelings and internal bodily states.
  
  Kilbourne (2002) suggested that the dismemberment of women is a monstrous problem in advertising. Dismemberment ads focus on one part of the body, e.g., a woman’s breasts.
  
   dismemberment ads employ female body parts for the purpose of selling a product.
  
  These ads overtly and covertly encourage a woman to view her body as many individual pieces rather than a whole.
  
  . If a woman has less than satisfactory legs, then her potential for beauty is spoiled
  
  Many women compare their bodies and sexuality to the eroticized images that are plastered on billboards and television and in magazines and movies (Kilbourne, 2002)
  
  The feminine body has been constructed as an object to be looked at.
  
   the sexualized portrayal of women in the media has significantly negative outcomes. These negative outcomes are not only affecting adult women but also young girls. Females are buying cosmetics and beauty products at increasingly younger age
  
  
  

  http://www.bgsu.edu/departments/tcom/faculty/ha/sp2003/gp1/Article1.html
  
  more and more ads are made to look sexual because the new motto is “sex sells.”
  
   As many people have probably noticed, the majority of sexual ads out there are showing women as being the sexual objects. 
  
   “Women-and their body parts-sell everything from food to cars” 
  
   women tend to be shown as rewards for men who chose the right product 
  
  Advertisers know that sexy woman appeal to men, so they use their images to get males to buy certain products. 
  
  Not only are women exposed sexually in ads, but they are also presented in very limited roles. They never seem to be shown in business roles, work settings, or any position involving authority.
  
  Of course, ads do not only show women. Men too are shown in many different ways. Most often they are shown in more dominant roles.
  
  women who are shown as being excessively thin, men are shown as being muscular and athletic, which in turn shows that they have more power
  
   muscular male bodies is also causing men a lot of insecurity
  
  women are sexual objects that are around just to please men became reinforced.

  
  

  
  
  Pin-ups in public spaceSexist outdoor advertising as sexual harassment
  
  
  Bob Garfield explains, “[t]here is scarcely a category in all of advertising… that hasn't invoked sexual imagery, sexual situations, or just basic sex appeal” (Garfield, 2003, p. 63).
  
  
  advertising operates predominantly by changing consumer tastes-– Nelson, P. (1975) pg. 213
  
  

  advertising and body image article- the emphasis media place on the thin ideal body image may be responsible for body size overestimations that women make, and indirectly cause increases in anorexia
  page 106 
  
  
  Applying Evolutionary Psychology in Understanding the Representation of Women in Advertisements:
  
  
  Feminists argue that because advertisers have historically been sexist white males who
  are members of the patriarchy and participants in the capitalist system, they have used advertising as yet another instrument to oppress women.
  
  Lady Lumps and Growing Up to Want Boobies: How the Sexualisation of Popular Culture Limits Girls’ Horizons:
  
  
  ‘Sexualisation
  
  

  narrows girls 

  
  

  “space for action”, 

  
  

  their aspirations and 

  
  

  achievements by 

  re-defining femininity 

  and beauty as of 

  most importance’
  
  

  
  ‘Young girls are “adultified” and adult women are “youthified” ’
  
  ‘Particularly boys, who are exposed to sexualised media are likely to perceive women to be sex
  objects’
  
  women can use their bodies for profit as a means to power;
  
  ‘Young women may find that a sexualised identity gives them confidence and a sense that they are
  able to take control of their lives’
  
  ‘Young people use pornography as an instruction manual for their own sexual relationships’
  
  ‘Almost a quarter of 14-year-old girls have been coerced into sexual acts’
  
  Living in a Sexualised Society
  
   young girls in fact compare their physical
  attractiveness to models featured in advertising
  
  
  Young girls in
  particular are becoming increasingly influenced by the fashion, music and advertising industries
  that advertise that “they should look „hot‟ not later  but now” (Reist, 2008: 42)
  
  
   extremely rare for an  unattractive and overweight
  model to appear in such campaigns
  
  
  
  http://www.ccypcg.qld.gov.au/pdf/publications/brochures/children-and-the-media/Corporate-Fact-Sheet4.pdf
  
  
  fashion industry has started using younger models and now commonly
  portrays 12 year-old girls as if they were women
  
  Shahids quotes
  
  female characters, according to Mulvey, are there just to be looked at In this way, the camera is like the eyes of a man, so we as the audience watch the images through the male gaze” 5 - Ibid
  
   "Young women are especially susceptible to objectification, they are often taught that power, respect, and wealth can be derived from one's outward appearance” 6- APA Task Force on the Sexualisation of Girls - http://www.apa.org/pi/wpo/sexualizationrep.pdf
  
  “as the hypodermic needle theory suggests that audiences are affected by what they see in the media” ^8- Thompson, D. Hypodermic Needle theory.(2011)  - http://prezi.com/7x999ogdbu68/hypodermic-needle-theory/
  
  ^{“Men are visually aroused by women's bodies and less sensitive to their arousal by women's personalities because they are trained early into that response” 9-} Wolf, N (1991) pg. 152
  
  ^{“brainwashes its audience with base, deceptive promises and appeals, designed to promote materialism” 11-}  Advertising trigger sheet - http://goo.gl/sAr1Z
  
  ^{"The media is dominated by images of women as sex objects whose value is based on their appearance. These portrayals can potentially limit girls' self-perceptions and influence their attitudes regarding the importance of appearance." 14-} 
  

  Sexual objectification ofwomen(2010) - 

  
  ^{“develop an expected physical appearance for themselves, based on observations of others; and are aware that others are likely to observe as well as the sexual objectification and self-objectification of women is believed to influence social gender roles and inequalities between the sexes" 15.-} 
  

  J. Greenberg, SL, Pyszczynski.T (2004). Pg. 28 

  
  

  
  

  
  

  ^{"Pro-feminist cultural critics such as Robert Jensen and Sut Jhally accuse mass media and advertising of promoting the objectification of women to help promote goods and services" 16.-} 
  

  Jensen. R (1998),pg. 213