Background: Women are not only portrayed in decorative senses in advertising (Wiles 1991), but too often they are portrayed as less-than-human objects—humiliated and subjects of violence. These ads establish the problematic dimensions of gender and sexuality in western society. Quite simply, for those who deny the problem, have a look at these ads. None of these are harmless!

Focus on the Ads: All of the ads use different techniques to dehumanize women. The Kix ad (5) is reminiscent of the disgusting Hustler cover found in the Death section. Ads 26 and 28 are some of the most disturbing depictions of women in advertising.

Why? How to Read Reaction to Ads Controversy Constructions Male Gaze Male Sex Violence Against Men Male Ads Male is Culture Phallic Male Fantasy Homophobia Male Normalization Man as Hero Men in Control Roles Normalization Exotics Women of Color Exotics Surreal Exotics General Difficult Femininity Dolls Naggers Body = Tool Nymphomania Male Objects No Subject Body Parts Becoming Objects Sex Objects Contorted No Product Connection More Body Parts Dehumanization Women as Stupid Women Consumers Women = Nature Only the Body Political Violent Women Faux Power Wet Women Reductionism Body as Landscape Captured Legs as Framing Violence Against Women Women and Fear Death Relationships Sexual Violence Competition Faux Lesbianism Linguistic Violence Constructions of Marriage U.S. Values Global Ads Social Class Ads Kids and Ads Ageism Video Games Advertisers Response Man Show Maxim Side by Side Mock Ads Progressive Ads New Constructions Social Change Bibliography Links Action Hall of Shame

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