For many years, women have constantly been placed in conforming gender roles that have labeled them to be objects and desires for the heterosexual males enjoyment. Based on the objectification theory female bodies are scrutinized and judged to a greater degree than male bodies, which then leads to sexual objectification of women (Bernard, Gervais, Allen, Campomizzi, & Klein, 2011). Researchers have shown that focusing on a persons appearance rather than their personality dehumanizes and takes away the human like qualities of the woman, therefore making the consequences of sexual objectification for woman much more adverse. (Bernard, et al., 2011) "Advertising doesn't always mirror how people are acting, but how they're dreaming...In a sense, what we're doing is wrapping up your emotions and selling them back to you." (Sut Jhally, 1989)
In advertising, sex is presented to the viewer but they are unable to physically obtain it, which then triggers their desires. By triggering the viewer's sexual desire, they will then be drawn to the product being advertised by the hypersexualized woman and successfully sell he product.
Such unrealistic images have in turn led to an increase in eating disorders, as well as cosmetic surgery increase, in order to obtain and live up to these hypersexualized images produced in the media.
From the year 2000 to 2009, the American Society of Plastic Surgeons reported:
New York Sociologist (Berberick, 2011) : http://newyorksociologist.org/11/Berberick2011.pdf
In advertising, sex is presented to the viewer but they are unable to physically obtain it, which then triggers their desires. By triggering the viewer's sexual desire, they will then be drawn to the product being advertised by the hypersexualized woman and successfully sell he product.
Such unrealistic images have in turn led to an increase in eating disorders, as well as cosmetic surgery increase, in order to obtain and live up to these hypersexualized images produced in the media.
From the year 2000 to 2009, the American Society of Plastic Surgeons reported:
- 36% increase in breast augmentation
- 84% increase in abdominoplasty
- 65% increase in breast lifts
- 132% increase in buttocks lifts
New York Sociologist (Berberick, 2011) : http://newyorksociologist.org/11/Berberick2011.pdf