The Objectification of Women in Advertisements Essay

The objectification of women is a huge issue in society and is often led by advertising. However many men still believe that the adverts depicting women in a sexual and often passive posture are not very offensive but rather very funny or sexy. However how would they feel if it were their daughter or sister being advertised throughout the world as a sex object? The Tiger Beer advertisement shown in the appendix is a clear example of the objectification of women in advertising. The Tiger Beer advert was made to appeal to men from the age of 20 to 60. The advert seeks to get a cheap laugh from the target audience with the image of the woman in a sexual pose and the picture of the beer. The ad promotes the idea that beer is the most†¦show more content†¦Another problem is the first place award associated with the beer and the third place award placed next to the woman. Also the copy is somewhat offensive as it clearly implies that the best things to come out of the ‘Far East’ are prostitutes and beer. The problem with the woman’s stance and sexual nature is that she is viewed merely as an object that must compete with beer for male attention. This stereotype is repeatedly used in several ads where it is expected that the woman should be competing to pleasure the man like beer does. It uses the stereotype of the man who simply must be pleased all day long by beer, women, footy, and fast cars. This stereotype has also appeared in the BMW ad featured in the appendix which shows a woman having sex with a man while the man thinks about the new car he saw in a magazine. This ad also shows the man as someone whose attention must constantly be satisfied with beer, women, footy or cars and each of these elements must compete for his attention whether it’s an inanimate object or a woman. 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