Killing Us Softly 3: Advertising’s Image of Women

Trailer here and webpage here.

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0 Responses to Killing Us Softly 3: Advertising’s Image of Women

  1. Ann Bartow says:

    Advertisements can reflect and enforce gender stereotypes for men as well as women. Of course, the companies running and authorizing these ads are disproportionately run by men.

  2. underling says:

    Furthermore, the effects for men and women of using gender stereotypes in advertising are very different. Since women are the oppressed/subordinated/powerless group (relative to men), gender stereotypes will almost always be more harmful to them than they will be to men. And often, stereotypical portrayals of men in advertising (however offensive they may be to individual men) will help reinforce male dominance/power and will work to their benefit when it comes down to who has access to resources and who is more free. I highly doubt that men’s gender will work against them when they are applying for professional and upper management jobs as a result of advertising’s images of them….but women’s gender will continue to be an obstacle for them when applying for jobs. Trying to compare the ways men and women are stereotyped in advertising for the purpose of saying men and women are equally hurt by them is making what sociologist Michael Schwalbe calls a “false parallel.”

    The entire “Killing Us Softly 3” video can be found here:
    http://video.google.com/videoplay?docid=-1993368502337678412