contemporary media often over glorifies violence/dominance
Picture 1 below illustrates Kilbourne’s conclusions that contemporary media often over glorifies violence/dominance. It also makes ladies look childish and that they are not to be taken seriously. Ladies are also shown to be submissive and full of shame.
It shows a lady holding a phone, but in the background are two gentlemen holding guns while the lady in the background of the advertisement holds a piece of paper. It promotes that violence is only associated with men, and ladies are calm creatures. The violent male icons in the background persuade those viewing the advertisement to buy the product.
Canting is on display in the first advertisement by the lady who poses with her neck bent. Kilbourne’s conclusion portrays submissiveness and shame. In the current world, ladies are continuously being displayed and taken to be creatures that submit to the menfolk. They are not supposed to air their views, and when they do the society expects them to feel ashamed for speaking up.
In the first advertisement, clowning is also seen by the lady’s childish smile while holding the phone. This makes ladies look childish and not to be taken seriously. The positioning of the lady at the back, holding a piece of paper rather than a gun, also sells the image that ladies are not serious.
From the above, it is clear that contemporary media does not portray women as serious beings. The functions of advertisements according to Kilbourne tells who we are, sell values/images/addictions and teach stereotypes, thus, from the below advertisement;
1. The image that ladies are childish and not serious is being sold.
2. Women are objectified, are supposed to be submissive, and feel shameful.
Picture 2 below illustrates Kilbourne’s assertion that contemporary advertisements function to tell who we are and who we should be, sell images/addictions/values, and teach stereotypes. Ladies are also taken to be childish and not serious.
The image portrays the lady smiling like a child’s natural state. The smile paints a picture of ladies not being serious. Thus, women are mostly not included in critical decision making in society. In cases where they are allowed to air their views, the views are discarded, and ladies expected to feel ashamed.
Dressing by the lady in the advertisement, plus her being in the kitchen, sells the stereotype that ladies are supposed to work in the kitchen. A man can be placed in her place, but the lady was more convenient than a male model. This, according to Kilbourne, is because we are fixed with the stereotype that ladies place in society. The cooking attire downed by the lady in the advertisement father emphasizes this.
The placement of the lady in the kitchen also touches on superiority. The kitchen is seen as a woman’s palace; thus, they are made inferior and men superior. The advertisement targets the public and imprints the notion that men are superior and that women are submissive to the menfolk.
Contemporary advertisements teach stereotypes to the audience. The stereotype here is that women belong in the kitchen. It also painted from the picture that women are inferior to men. The boyish smile also sells the stereotype that women are not to be taken seriously; thus, they are not significant players in decision making.