Recently, I watched this YouTube video as a commercial on tv. Even after I first viewed the video, I felt appaled. I remember thinking to myself, "Well of course you think women are getting hotter, they are wearing less and less clothes!" I have always found it irritating that in order to be "hot," women typically have to wear as little and/or short of clothes as possible. Personally, I would rather be covered more fully because I am more comfortable that way. What I find humorous is that even if I look pretty in my non-revealing clothes, by the way I have interpreted the video, I may not be seen as "sexy" by the media's standards. Too often, the media associates "sexy" with wearing tight and tiny clothes that barely cover the body; however, I find this type of image rather degrading and representative of women as sex objects. I feel that sexy women should be represented as women who wear clothing that covers the body and makes them feel pretty and confident. The portal of women as sex objects in the media needs to go away, so the true "sexy" and confident covered-up woman may come forth and shine.
"AXE Black Chill" - YouTube Video
http://www.youtube.com/watch?v=RU-5cBVUYvw
I completely agree! Women should be able to feel confident when the clothing they are wearing makes them feel that way; not because society has deemed it "sexy."
ReplyDeleteUGH! I also saw this commercial yesterday (unfortunately, it brought me back to reality after being on a little feminist high after watching the "Maker's" documentary...)
ReplyDeleteMy first problem with it was, Hey! why is it even necessary to comment on the perceived "sexiness" of women? We're not here for you dudes to judge, so stop commenting on our appearances.
Also, while I do agree that the media does need to represent women in a less objectifying light, and that there overall should be more images of everyday women, wearing more clothing...I feel like we need to be careful not to let this carry over to judging women in real life who like to show a little more skin. I admit this is something I struggle with. Because on the one hand, I like to feel confident, sexy whatever. But does that necessarily mean less clothing? not really. It's a fine line. I am conflicted in how I dress myself, for this reason.
First off I want to say I compeletely agree with everything both you and other commenters have said about this commerial. Media and society go hand in hand. Our advertisements, marketing campaigns, and etc. competely affect social norms. It just so happens that the media over sexualizes women and thus so does society. The thing is though if you asked the creators of this commerical they would probably say (sincerely or not) something like; we never meant to offend, it was all just in good fun, blah blah blah. I am a public relations and advertising major with a minor in marketing. So these types of advertising descisions are something I will have to make every day in my job field. These are also fields that are these days becoming more intergrated with women - yet advertisements continue to be/are even becoming more sexualized. So I am left to wonder, who's at fault for these advertisements? Men, women, or society?
ReplyDeleteI'm legitimately confused as to how something like that was even aired. You would think that the FCC would have some sort of policy for ad campaigns to follow, or regulations that would monitor the content of those ads? I can understand that "sex sells"-and it goes both ways. Have any of you guys ever seen the "Zesty Guy" from Kraft, or the "Old Spice" guy? Not sure if men and women are supposed to flattered by this? I think it would be interesting to look into what the FCC says about sexism and racism on the airwaves.
ReplyDeleteIs there ever a way for cis-females to showcase their bodies in ways that are not degrading or sex object-y? Do they have to be dressed to the T in order to not perpetuate sexist patriarchal interest? I am interested because I think that there is a power to being confident in your body often expressed by what you choose/not choose to wear as long as you are comfortable of it and its consequences.
ReplyDeleteThe first question was poorly stated: Is there ever a way for the cis-female body to be showcased without degradation or sexual objectification. If I were a cis-female, what are my options for empowering dress?
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