Objectification & Discrimination in Advertising

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Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising It is crucial to know your market Segment & Target It is helpful to provide a useful service or create a desired product There is a trend toward creating a need instead of a useful product

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising This has led to the growing use of subtly manipulative language and imagery Some industries are guiltier than others Makeup Fashion Diet Self-Help

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising Think of the magazine display you see in every grocery store… Unrealistic body image …or TV & internet ads. Objectification

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising “…the average American encounters 3,000 advertisements every day” Jean Kilbourne: How can we help but be influenced by this flood of information? “Women and girls compare themselves to these images every day. And failure to live up to them is inevitable because they are based on a flawlessness that doesn’t exist.”

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising Advertising’s effect on mental health: It is representative of very few people Nearly half of young girls have insecurities regarding their weight More than two-thirds of young girls are aware that they are influenced by these images Nearly half of 6- to 8-year-old girls want to be thinner 4 out of 5 10-year-olds worry about their weight

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising There is also a trend toward sexualizing and objectifying women at girls at younger and younger ages According to the American Psychological Association: “…the proliferation of sexualized images of girls and young women in advertising, merchandising, and media is harmful to girls’ self-image and healthy development.”

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising These tactics serve to… “…undermine a person’s confidence…” “…lead[ ing ] to emotional and self-image problems…” …foster “eating disorders, low self-esteem, and depression or depressed mood”

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising Specific symptom of institutionalized objectification Impossibly idealized beauty & image standards yield an unfair double standard Not only can an employer legally require female employees to wear makeup…

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising Title VII of the Civil Rights Act of 1964: “…prohibits employers from discriminating against employees on the basis of sex, race, color, national origin, and religion” …but challenges to this compulsion have been universally unsuccessful Jespersen v. Harrah’s Operating Company, 2006 Lewis v. Heartland Inns of America, LLC, 2010 Among many others…

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising Common sense dictates that these kinds of gender-based requirements constitute an undue burden Greater expense Greater imposition Greater scrutiny But the judicial system disagrees…for the most part

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising The 1984 Supreme Court case of Price Waterhouse v. Hopkins constitutes the legal precedent against sex-based discrimination in the workplace Ann Hopkins sued the accounting firm after being passed over for a promotion, asserting that the decision was made based upon her sex The Court ruled in her favor after Price Waterhouse was unable to prove that this was not the case Why was the same line of reasoning not applied to the other aforementioned cases?

Objectification & Discrimination in Advertising:

Objectification & Discrimination in Advertising Not only are norms, attitudes, and behaviors a direct result of the images and messages that flood our collective perception almost constantly… …but they also reinforce the ostensible legitimacy of using those same images and messages for marketing & advertising purposes Firms should be held accountable for the negative effects of the marketing & advertising methods that they employ

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