womanizer

Jean Kilbourne discusses in “Killing Us Softly” womens' advertising and its effects on women and girls self esteem, and the way men perceive women as a direct effect of these advertisements.
source: cache.jezebel.com
Kilbourne describes how advertising creates the idea that a woman can only be happy if she is thin, tall, with large breast, flawless skin, and no wrinkles.
Advertising for women has been and still is focusing on external looks and strengthen the obsession of women with beauty, thinness and youth.

Kilbourne mentions one issue which draw my attention the most. The use of women’s body as objects. As Kilbourne’s emphasis women’s body is turned into a thing, and object, such as a beer bottle, or a perfume's bottle. The idea that a woman’s body, alive and breathing, is turned into a still inanimate 'thing' is appalling. It makes women seem easy to get, as easy as it is to get the bottle of beer or perfume. The implications of that are crucial “ We think of the person as less than human and violence becomes inevitable” (Kilbourne 2009).

source: www.womenxone.com

It seems to me that although our world is developing and progressing where women are now allowed to vote, work, get higher education, and get prestige jobs, advertisement, on the other hand, seems to take women back to the time when they were submissive and illustrate them as shallow sexual objects.

However, some changes are occurring. JP Morgan on of the biggest global finance service firm advertises their 'winning women' as successful leading women who work for JP Morgan. In contradiction to the use of women’s body in the beer and perfume adverts where the woman is wearing a swimsuit, here the woman is wearing a business suit. Instead of portraying her as a bottle, in JP Morgan advert her image is covered by slogan to encourage and inspire other women to come and be successful as she is.

Citi and women&co advert also demonstrate the small but important change in women's image in advertising. In this add their are a group of women in a range of ages of early 20 to late 60, already a turning point from the 15-25 years old girls used in popular adverts. There is also a woman of color with white women, another example of progress from the white as normative poplar media. The women are all dressed in smart clothing, not half naked like in the beer advert. And the topic of the advert encourages women to become stronger independent women.
source: 2.bp.blogspot.com

source: thefinancialbrand.com