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Dual Objectification
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 <Background:
A rather recent context of advertising is the dual objectification of
men and women. In a number of examples, advertisers have used the shock
value of sexuality to convey multiple levels of objectification in ads.
Combined with the category of
Relationships, it is interesting to consider
how materialism and values associated with consumerism are fused in the
bodies of men and women in advertising. The Ads:
Notice that men and women are objectified in the ads presented in the
gallery.
Resources:
If you search many male and female magazines, you will discover that dual
objectification is a common occurrence.
Questions: (1) Is the objectification of men
becoming more common in advertising? (2) Are there any differences between
how men and women are objectified in ads? Discuss the basis of those
differences. (3) Do you believe that because men also see themselves as
victims of the negativities of advertising that there will be more focus
on addressing the issues of gender and advertising?
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<presented by Scott A.
Lukas, Ph.D.>
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