The MALE GAZE imprisons women – it objectifies us, uses
us, and turns us into prey.
Throughout mediums (television, movies, ads, music
videos) there is usually one thing in common: women’s bodies are selling
products. They are being posed in sexual, disturbing, offensive ways in order
to grab the consumer’s attention and sell the product – even if the product is
something as mundane as a sandwich.
This sexual portrayal of females is the MALE GAZE. It is
perception through the eyes of a man.
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| By the way it says: 8 AIRBAGS ...really? |
Since the beginning of time, women have been treated
inferior to men. Men have always had the power – and one result of this may be
the images we now see. During the birth of propaganda men were the ones in top
positions, therefore they were the ones in charge of what was advertised. They
were also the main consumers. This explains why most media is focused on male “interests,”
such as the female body. Of course, years later, we have progressed (a little),
and women are now capable of being in top positions as well. They now have the
chance of having say in what gets advertised, and are also consumers. However,
I believe it is a routine of habit the reason we still see these sexist ads.
Even in selling women products, females are portrayed through the MALE GAZE.
Fortunately, the OPPOSITIONAL GAZE has surfaced to
challenge the MALE GAZE. According to Bell Hooks, the OPPOSITIONAL GAZE was
created when females realized they could not identify with the women in the
media. More specifically, the OPPOSITIONAL GAZE began when black females could
not relate to the white women in cinema, or to the stereotypical black female
counterpart. For example, Bell Hooks mentions Sapphire’s character. She was
created to represent a stereotypical black female both blacks and whites could
hate. However, black females related to her and therefore embraced her (p120).
They challenged the media by doing so. The OPPOSITIONAL GAZE allowed black
women to “critically assess the cinema’s construction of white womanhood as
object of phallocentric gaze and choose not to identify with either the victim
or the perpetrator.” In turn this challenged “woman as image, man as bearer of
the look” (p122-3).
Using the OPPOSITIONAL GAZE, women can take control of
how to react to the images we see in the media. By using the MALE GAZE to
present products, the media is suggesting women should always be this way (to
young females and males alike). However, being aware of this advertising
strategy will aid us in blocking this nonsense out.
Until recently I felt the need to be thin and “sexy,” to
reveal my “female” attributes whenever possible, because I thought it would
make me attractive. I was obviously brain washed by the media from a young age.
I was always a huge fan of Disney’s Jasmine and Pocahontas, as well as Barbie,
and even with those characters you’re presented with a fake image of what a
girl is supposed to look like: perfect breasts, thin, small waist, and accentuated
hips.
Slowly but steadily, I’m coming to realize being a woman isn’t
all about being objectified by men. All it takes is awareness to take the first
step in the right direction.
For one last DISGUSTING image, I share this with you:
I have no idea how this was even let out in public. It is overtly sexualized, and even the model's face isn't pleasing. She looks disturbed, scared, maybe even drugged? I'm not even sure, all I am sure about is THIS IS NOT GOOD ADVERTISING UGHH!
Source:
Hooks, Bell. "The Oppostional Gaze." Black Looks: Race and Representation. Boston: South End Press, 1992
you're right about the last image looking horrible, it unbelievable how women are just observed as sex toys and " women’s bodies are selling products", it seems as if women do not have any respect towards their bodies, they are just known to be an object for the "male gaze". I dislike watching music videos, because of the way women are shown as "sex toys". When I see ads like the ones you have posted, it makes me think, why do these women even think about posing and exposing their body that way? We see women being the "male gaze", which men absolutely enjoys, but what about "women gaze"? Why aren't there ads where man's bodies are selling products?....By the way, you have made a right decision not looking like one of those "fake" barbies, those perfect bodies and beauty only exists in "Media World", our natural beauty is what makes us attractive. :)
ReplyDeleteI do agree with all of what you're saying, but it almost sounds like you're venting about the gaze then describing it. I do understand that woman are being objectified and it's horrible which is why I believe the OPPOSITIONAL GAZE is so important. I also have to say kudos on that American Apparel ad. That's just horrible and lacks creatively all around.
ReplyDeleteYou mention how with the rise of propoganda that men held the positions in advertising and were the main consumers however, if I recall from my previous classes, these advertisers produced advertisements aimed at the female consumer as they were thought to be the main consumer of the goods they were advertising.
ReplyDeleteAside from that, advertising in the early days was not so focused at all on sexualized content however, when women were pictured in the advertising they always seemed to portray that roll of inferiorism(Is that a word lol). Housewives, cooks, nurses. Generation after generation roles never seemed to change at least not until the feminist movement.
I believe that the oppositional gaze wont even work without every woman, models especially in the industry standing up and demanding to be seen as a human, a person.
I am glad that you are starting to come into you own and not rely on what others think. Only you can define what is sexy to you. The saying is beauty is in the eye of the beholder and we do not all have the same eyes and therefore we all have different opinions. Life, individuality that is beautiful.
First I want to commend you on finding those pictures! They really exemplify the problems with contemporary advertising. Its almost like you typed in "top ten worst ads that objectify women." I'd love to know what you looked for! Especially the airbag one. Jeez. I almost can't even believe that was an actual ad. Also I agree with your explanation of why this happened which was only briefly mentioned in any of our readings: the idea that it does make sense that advertising began geared only toward men. They used to be the ones with the money. However it is pathetic that advertisers and others do not realize that history created the male gaze because of the disproportionate amount of power they used to hold. But that it is not that same distribution anymore. We could all change the idea of a dominant male gaze view of the world if we wanted to, but I don't think enough people want to because it has been beaten into our brains since day one.
ReplyDeleteAll I can say is POOR GIRL! I can only imagine how humiliated she feels!
ReplyDeleteI wouldn't necessarily say that men have always been the "main consumers," but obviously the are big consumers. I think a huge part of the problem is men have been behind media since the beginning. It reminds me of that movie with Mel Gibson, What Women Want. He can only pitch these manly ideas because HE'S A MAN... but, the momet he is able to read women's thoughts he gains the ability to sell his ideas to them because he knows how they think!
It astounds me to see that sex is being used to sell everyday products like food and cars. The Burger King ad feels completely random and forced. However, the worst offender out of these pictures has to be American Apparel. The ad just looks lazy as if they woke up the girl in her apartment and took the picture then and there. I like to think that in today's society there are people who don't aspire to fulfill some standards set by the media in terms of beauty. They strive to be beautiful in their own ways.
ReplyDeleteThe last image struck me the most. I cannot believe that they would let something like this play out as advertisement. Women have been objectified and we have an understanding of what that means, but this add goes beyond and crosses the line. You are correct about her face, it does not represent anything good, to me it represents rape and violence against women. Thank you for your post, it was very informative, though I have not seen this ad before I will pass on the message.
ReplyDeleteI agree with you the last image was disgusting. Objectifying women in advertisements as sexual objects. I don't even understand how consumers will even think the american apparel ad looks appealing in any way. The poor girl in the ad is in her bed and has her legs spread wide open with Now Open tagline. A terrible way to advertise. I know sex sells but the last picture was just disturbing in so many ways.
ReplyDeleteOh man, that last image was a REAL punch in the gut for me. It's disgusting that anyone could conceive such a disgusting theme for an ad and have it released into the public without any hint of a thought of how offensive it'd be to women.
ReplyDeleteI agree, the male gaze is something so interwoven into our pop culture, that it's become almost invisible to the female population, having grown up with these kind of images and taking it in as the norm. It's astounding that even *I*'ve never noticed it before.