qwdwed

1. Sexist
advertisement
Álex Sánchez, Celia Alcaraz, Julián Marco & Mar García.
1º BACH - Scientific option
Applied anatomy

2. Index
1. Advertisement 1
● Advertisement
● Comment
2. Advertisement 2
● Advertisement
● Comment
3. Advertisement 3
● Advertisement
● Comment
4. An example of change
● Advertisement
● Comment
● Project

3. Advertisement 1
In this picture a woman’s body is
being sexualized in order to sell a
product, plus it is a woman who fits
perfectly every beauty canon
imposed by society. the Furthermore,
this picture is a clear example of the
women’s objectification in order to
sell the products.
Objectification: it is the treatment of a person as a
sexual object, ignoring his/her qualities and
intellectual or personal skills, turning him/her into
mere objects for others’ sexual pleasure.
It is also important the fact
that the sentence says: if you
guys don’t buy these new
Drummond sweaters, we’ll
go right back to male models.
Meaning that if they don’t buy
it, they won’t be able to enjoy
publicity starring by
hypersexualized women.

4. Advertisement 2:
The BEAUTY CANON is the set
of characteristics that a society
conventionally considers beautiful
or attractive, either in a person or
OBJECT. Historically it is variable
and is not common to different
cultures. This especially affects
women because throughout
history they have been those who
have been SOCIALLY
SUBJECTED to follow this canon
and if they did not follow them /
they follow them, they are seen in
a bad way. It should be noted that
these beauty standards are
IDEAL and UNREAL.
In this ad we can see how the
woman is encouraged to follow
this established UNREAL
BEAUTY CANON saying that in
this way she will do better and
thus sponsor a supposedly
healthy juice brand that will help
them to enter this canon by
increasing even more the
SOCIAL PRESSURE towards
women forcing them to CHANGE
THEIR STYLE OF LIFE AND
THEIR WAY TO SEE THE
WORLD in order to adapt to this
canon.

5. Advertisement 3
Another aspect that
we can clearly
differentiate is along
the road that lead to
girls , what is the do
the household chores,
the care for children,
be beautiful,etc...And
the boys,things
related to guns,things
related to mechanics,
such as cars, etc...
In these ads is clear
the different values
that society inculcates
little boys at play or
have fun, already with
the things that are
“hard”, “dangerous”,
and girls with more
calm things, and
physical
appearance-related
things

6. An example of change:
On certain occasions, the
smartest way to approach a
social injustice, a retrograde
and unacceptable way of
thinking such as the male
chauvinism, is humour since it
shows in crystal clear way how
ridiculous it is and reveals how
crazy the advertisement is.
The original advertisements, full
of sexism show the woman as a
submissive and conformist
figure who spends the day
watching over the house and
taking care of the children.
The photographer Eli Rezkallah wanted to denounce this fact and made a series of images
called “In a parallel universe” where he takes sexist advertisements from the 50s and he
changes them putting the man on the woman’s role and vice versa.