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Dehumanization of Women
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 <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!
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. Resources:
Here
are some good links that relate generally to women and dehumanization.
Questions: (1) How is dehumanization created in the
world of advertising? What specific types of images, positioning of bodies
or other cultural associations are present in advertising promoting
dehumanization? (2) What sorts of political and educational strategies are
needed for more people to see dehumanization, as it occurs in so many
contexts of advertising, as a major social problem? (3) Are there similar
examples of men being dehumanized in today's advertising?>
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<presented by Scott A.
Lukas, Ph.D.>
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