Continued visual objectification: The image of the fair sex in occidental advertisements

Noraini Md Yusof, Esmaeil Zeiny Jelodar, Shahizah Ismail @ Hamdan

Research output: Contribution to journalArticle

Abstract

Portrayals of women in the mass media have always been a source of contention amongst scholars. Right from the emergence of the mass media, women have been stereotypically portrayed as an inferior being whose primary domain was home and who was viewed as a sexual object. In spite of feminists’ efforts to stop women’s denigration in the media over the course of several decades, women are still depicted as weak and sexual object, especially in the advertising industry. The visual objectification of women engenders a distorted view of the place of women in society. This paper examines the images of women in Occidental advertisements and exhibits that the stereotypical objectification of women leads to desensitization of violence against women and causes women to develop self-objectification. To counter the effect of the images, we argue that media literacy can help people to critically look at the images and recognize the constructed fantasy from reality.

Original languageEnglish
Pages (from-to)2886-2895
Number of pages10
JournalMediterranean Journal of Social Sciences
Volume5
Issue number20
DOIs
Publication statusPublished - 1 Sep 2014

Fingerprint

objectification
mass media
advertising industry
image of women
Objectification
psychotherapy
literacy
violence
cause

Keywords

  • Advertisement
  • The Fair Sex
  • Visual objectification
  • Women

ASJC Scopus subject areas

  • Social Sciences(all)
  • Arts and Humanities(all)
  • Economics, Econometrics and Finance(all)

Cite this

Continued visual objectification : The image of the fair sex in occidental advertisements. / Yusof, Noraini Md; Jelodar, Esmaeil Zeiny; Ismail @ Hamdan, Shahizah.

In: Mediterranean Journal of Social Sciences, Vol. 5, No. 20, 01.09.2014, p. 2886-2895.

Research output: Contribution to journalArticle

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