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Gender and sexuality have been one of the factors upon which social relations are based. Sexual identity which to a wide extent relates to the way in which people express their “sexual values, attitudes, feelings and beliefs” (Benokraitis, 2011, p. 163) has been a common factors in society with the identification and further association of the feminine gender as being weaker and disregarded as compared to the masculine gender.
There has been a developed culture in which the female sex is viewed to be inferior and in most societies considered to be material possession for use by men. This has formed the basis of abuse in which women have been used for considerably degradable functions such as advertisements that are based on sexuality (Benokraitis, 2011).
Images of Women in Advertisements
A consideration of ‘about face’ presentations, for instance, reveals the extent to which women are valued over advertisements. In the advertisement for ‘American apparel’ for instance, a partially nude woman is used in an advertisement that is posed for public view revealing body parts that are sacredly meant to be private.
Another advertisement about Syntha-6 also uses the body of a woman to attract, viewed to compare women’s value to those of the products. The presentation in “passive seduction” that expresses a skinny woman with a posture of an imputed arm in a seductive expression is another advertisement that depicts incapacitated sex with low value (About Face, 2010).
Review of the advertisement presentations
I concur with the analysis of the advertisements as being negative regarding women. Being masculine with a gender equity orientation at the same time allows me to support the site’s move to criticize these presentations. Advertisements, especially those that express women as materials create a more disregarding attitude about women in society. This can be controlled by initiating campaigns and educating women against involvement and use of such campaigns to uphold sanctity and respect for women.
About Face. (2010). Don’t fall for the media circus. About Face. Web.
Benokraitis, N. (2012). SOC. Belmont, CA: Wadsworth.