According to Kilbourne young females in our Westernized society should either rebel or follow the rules. Is there any other way? What if I don't want to diet or rebel with black nail polish? What should i do? I can not call myself a feminist but I am far from depressed. Right now we, females, are living in a very strange society - everybody understands that the media is providing bad examples of the "IDEAL" shape, lifestyle, look, relations etc., but the media magnates do not want to do anything to change it. Where is the human factor? Is it all about money?
In the video" Killing Us Softly" we can see everything that feminists, anti racists, gays and other movements are fighting against. Who created those advertisements? Homophobes and racists? In every commercial women are looked upon as objects of desire without much intelligence and of course half naked. After this video i was in shock, because we are watching commercials every day but do not really pay attention to detail. One of my favorite and most disturbing commercials is a L'OREAL slogan "BECAUSE YOU'RE WORTH IT". Who can decide what i am worth ?
As on the pictures on the top - females and males are represented in different social roles and it is does not matter how old the model is. Females are presented in a seductive, but passive position while males are depicted as leaders, hunters and very masculine. Same with kid advertisements - girls are very feminine and in group pictures boys are obviously dominant.
Question is - why is it this way? Answer is that we are living in the world of homophobes. What is proper for females is to be feminine, quiet and not share thier opinion. Women should be seductive, skinny, sexy, provocative BUT not dominant. All what " we are worth" is to be beautiful.
I took information from the video by Jean Kilbourne "Killing us softly" and Article by Jean Kilbourne " The more subtract...."
ReplyDeleteYou made me think about who are "they" the one that create advertising. In a way it is all of us, since we are the consumers of what advertisement give us, and we are loyal consumers. Even feminist women , gays, lesbians consume products that are being advertised. I wonder how much influence do we as consumers have on "they", and if we do not how do we make our stand? with out being the rebels?
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