Sexist Advertisements

How to see through the soft sell

Everyone has seen blatantly offensive advertisements that portray women as sexual toys or victims of violence. Such irresponsible

advertising has rightly touched off cries of protest and organized action. The following are some of the more subtle ways advertising reinforces cultural values of subservience, domination and inequality

between the sexes.

1. Superiority. Three common tactics used to establish superiority are size,

attention and positioning.

2. Dismemberment. Women's bodies are often dismembered and treated as separate parts, perpetuating the concept that a woman's body is not

connected to her mind and emotions. The hidden message: If a woman has great legs, who cares who she is?

3. Clowning.

Shown alone in ads, men are often portrayed as secure, powerful and serious. By contrast, women are pictured as playful clowns, perpetuating the attitude that women are

childish and cannot be taken seriously.

4. Canting. People in control of their lives stand upright, alert and ready to

meet the world. In contrast, the bending of body parts conveys unpreparedness, submissiveness and appeasement.

5. Dominance/Violence. The tragic abuse-affection cycle that

many women are trapped in is too often glorified in advertising.