Why are Women Portrayed Negatively in Advertisements?

American Apparel.png

May of 2013, American Apparel published an ad which showed how men and women are still viewed differently today; women are viewed as objects, while men are not. As shown in this ad, we run into this issue many times in TV commercials and magazine advertisements. The significance of this advertisement that American Apparel published shows how the man and woman are both seen wearing the same shirt. The man is shown in a comfortable and cozy outfit and position, whereas the woman is shown in barely any clothes and showing off the flannel in “sexy” positions.

Another significant issue is that the women watching and seeing these ads feel uncomfortable by seeing their gender portrayed this way. In the tweet by Rosangel Perez she discusses how young the women look on the TV and how disgusted they are in watching these advertisements because viewers feel like there is too much inappropriate content in them and women are shown showing off their butts too much. Also it is common to see teenage girls tweet about how they feel insecure about their body after watching certain videos like the tweet from Alexandra_Eden_ but it is just upsetting to see these big issues on body shaming and girls viewing themselves in a negative way.


Had a new shoot come out today and was shocked when I found my 19 year old hips and torso quite manipulated. These are the things that make women self conscious, that create the unrealistic ideals of beauty that we have. Anyone who knows who I am knows I stand for honest and pure self love. So I took it upon myself to release the real pic (right side) and I love it😍😘 Thank you @modelistemagazine for pulling down the images and fixing this retouch issue.

The third issue that needs to be addressed is how women feel the need to edit their pictures, especially their Instagram photos in order to look like the models in TV commercials. What most people do not realize is that companies try to blur out the flaws to make these women look perfect, which also leads to more girls feeling negatively about their bodies. In recent years, a lot of different celebrities and models have stood up against the use of Photoshop because they realize how this affects the society, and they want to show viewers that they are not as perfect as the viewers think they are. One celebrity that a lot of teenage girls look up to that protested the use of Photoshop is Zendaya. She was posing for an advertisement done by Modeliste and when she got the photos back, she was amazed at how different her body looked. She took this issue to Instagram to show the original picture and the revamped photo showing her followers how frustrated she was and to help spread the message of body positivity in young females.



In this video it shows multiple different clips of commercials where women are the main subject from Buzzfeed and some other commercials found on youtube. It shows how it would look if a man played a woman’s part in a commercial. Some of the commercials show women in a bra and underwear modeling for a car or dog food products.   Another clip from this video that shows how women are objectified is the Hardees commercial where the female is shown in a bikini tanning herself while posing in extremely uncomfortable positions for the viewer to watch while eating food from Hardees. Near the end of this YouTube video it shows the line “Seeing men like this is ridiculous.” This is valid in our society because we do not picture men looking or acting the way females look in advertisements where if you think about it is extremely unfair and uncomfortable for the female population. The video ends in my reaction and some of my friends reaction to the initial video. 

Podcast on Woman Advertising

In this podcast, we listen to a woman by the name of Alisa, who is advertising for multiple different commercials. The words used to describe how her voice is portrayed as strong, sexy, and vibrant. Looking through some of the other podcasts on this page it is astonishing to see that not only are the words strong, sexy and vibrant used commonly but also words like warm, sultry, and smooth come up multiple times.  It is ridiculous to realize even though we can not see the women in this podcast, she is still viewed as how she would if you could see her from the adjectives described above.


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