7.Genderization

How women are portrayedThere is no doubt that advertisements are everywhere, in fact the average woman sees about 400 to 600advertisements per day. (1) There have been numerous studies done on the scope of advertisements andhow they depict men and women differently. It been found that sexuality in advertisement have continuedto increase since the 1980’s. Also more female models asapposed to male models are suggestively dressed inthese advertisements. In general interest magazines,men are less likely to be suggestively dressed than in1984 and female models are more likely to be portrayedin decorative roles than are men, and less likely to befeatured in more non-stereotypical or equal roles.(2)It was also found that 28% of female models in televisioncommercials had comments made about their looks, asapposed to male models that were commented on looksonly 7% of the time.(3) Even in advertisements aimed towards children the difference can be seen. Forexample in a study that looked at Saturday morning toy commercials, it was found that 50% of commercialsthat were aimed at girls discussed physical attractiveness within the advertisement, while none of thecommercials aimed at boys referred to appearance. (1) Many questions then arise as to how thesecommercials effect women and their body image.Effects on women69% of girls in one study said that magazine models influence their idea of the perfect body shape. (1)Exposure to the “ideal” body images has been found to lower women's satisfaction with their ownattractiveness. (1)333 She Culture CRT: Genderization