Blog #3 - Advertisements

Women's bodies are often used in a sexual way to advertise certain things, whether it be addressed to men or other women. We see unusual and controversial images and sayings about women all the time in the media. Some companies are "trying to break down barriers" but others are simply doing it for the sex appeal to make a bigger profit. These two advertisements show different angles, agendas, and statements but they do have one thing in common: the "ultimate body." The top one is from a fitness magazine talking about dieting and how to get fit and sexy. It does not show the woman's face, but is zoomed in on her body and her assets. The lines next to her body draw attention to those curves, making people want to look like that. In Qualifying Times by Jaime Schultz, she states in Chapter 5 that, "Muscles and the "fit look" are in vogue, readers learn. "The new body is here, and men may decide it is sexy for one basic reason: it can enhance sex"" (Schultz, p. 126). This is basically saying that a fit body like the ones displayed here are only a sex appeal to men. However, the bottom one is a little bit different. It is an Under Armour advertisement about the sports bra she is wearing, but they wanted to include a powerful feeling with it. Motivational statements are often included because it makes people feel more powerful, driving them to want to buy it or inspire to be like the ad. Though, on the ad it does not talk about a sports bra at all. The main focus is on the woman and her midriff and chest. Both of the advertisements are intended to show the ideal body, make people want to look like that and make gains, as well as feeling good in your own skin. The broader, unintended messages are about fixating on the "perfect body type." That impacts girls' self-image and confidence which can lead to serious problems. Furthermore, it is sexualizing women in an inappropriate way. This body type is not for everyone and you can be unique and perfect in your own way. These fad diets and exercise clothing are just a couple examples of how women are sexualized through the media and in every day life. I would like to see them not focus solely on the body. For the diet ad, they could have zoomed out and included her whole body. They could also do different angles that are not as distracting or do group poses. I think the way they portray women's' bodies is wrong and should be changed.