Sex in Advertising, Essay Example

Observations on Killing Us Softly 3

The thought that inequality still exists is certainly unnerving to most people, but it is widely accepted as a cancer that continues to plague our society.  The short film Killing Us Softy 3 brings to light a metamorphosis in gender discrimination.  It shows how the differences between men and women are exploited in advertising, which is more dangerous than ever before in our multimedia-infused world. With people exposed to over 3,000 ads each day, the battle has now gone subliminal, with billboards and commercials reinforcing sexism.  Through the examples shown in the film, it was made evident that sex truly sells.  It can be argued that the thesis of so many advertising campaigns is actually, “If you buy this, you will be sexy.” Whether its cosmetics, jeans, alcohol, or even Tabasco sauce, the idea that products will make you a better, more desirable person is everywhere.  That power is mostly given to male gender, which means that the assault is on the feminine.  It means that women must be conquered, devalued and ultimately dehumanized.  It appears that advertisers are merely bending the rules of attraction, and convincing men that in order to be loved, you must dominate.  It doesn’t seem that this ideal is one that is accepted in our consciousness, but nevertheless it is running rampant, causing us to perpetuate archaic myths about men and women.