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Body Parts I
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 <Background:
Women’s bodies are objectified in common ways. In the case of many
popular ads, the objectification of the woman occurs through the
association of her being with her breasts. A woman is told that she is no
greater than her breast, and, similarly, men are told that the only thing
that defines their being is their obsession with women's breasts. This is
one of the most disturbing forms of objectification that is seen in
popular advertising.
The
Ads:
Notice that all of the ads use women's breasts in a normalizing and
objectifying manner. Ad 26 makes the suggestion that a woman's breasts
must conform to specific societal standards-a theme common in popular
movies and television. This theme is taken to the pathetic level of a
typology in ad 4 and 19. Also notice that image 2 depicts objectification
of women even when a female body is not present. Some individuals wish to
deny the power of advertising in our world. Interestingly, this trope
illustrates the widespread nature of the problem. These ads are drawn from
all sorts of products, brand names and situations and, yet there is one
predominant theme illustrated in each of the ads.
Questions: (1) What is the cultural/political source of
the obsession with women's breasts? (2) In advertising, is there a male
body part that is comparable to the commonality of the female breast? (3)
Some people might say that breasts are used in advertising because they
are common sexual depictions in film, magazines, and other forms of
popular culture. How do you respond to this assertion? >
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<presented by Scott A.
Lukas, Ph.D.>
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