Media produces an enormous amount of advertising, assaulting the average Americas with over 2,000 ads a day (Kilbourne). Most people feel they are immune to the ads, and that they have no effect on them. However, Jean Kilbourne sees a more sinister side to advertsing, especially the advertising that focuses on negative imaging of women. Kilbourne tells us, “The ads sell a great deal more than products. They sell values, images, and concepts of success and worth, love and sexuality, popularity and normalcy. They tell us who we are and who we should be. Sometimes they sell addictions.” The way that women are portrayed in advertising tends to follow a basic theme. The women are incredibly thin, picture perfect, no wrinkles, cellulite, etc, and they tend to be in subordinate roles to men, either physically or psychologically. These themes are especially negative for adolescents, who are, “in the process of learning their values and roles and developing their self-concepts. Most teenagers are sensitive to peer-pressure and find it difficult to resist or even question the dominant cultural messages perpetuated and reinforced by the media.” (Kilbourne). Advertising does not always portray women negatively, however. When used properly, media advertising can have a profound positive effect on the self esteem of women. When comparing two ads featuring women, one positively and one negatively, it is easy to identify the themes that Kilbourne has spent most of her professional career writing about.
Female icons in media are young, blonde and picture perfect, thanks to the magic of make-up and photoshop. Despite the fact that most women are aware of this, the desire to be like these icons doesn’t stop. Kilbourne tells us that it is estimated a million dollars every hour is spent on cosmetics. Paris Hilton is one of these icons. She is a modern day glamour girl who sells an image that is unobtainable to most women. Her famous car washing ad fits perfectly with the negative images that Kilbourne talks about. The commercial featured Hilton in a skimpy bathing suit washing a black luxury car as well as herself. The ad is sexy and slutty, and gives the viewer the feeling of watching a soft core porn rather than a prime time commercial. In the print ad for Carl’s Jr., the images from the famous car wash commercial are redesigned for a print ad in which we see Hilton driving the car and ordering food from Carl’s Jr. Another image shows her stuffing the food into her mouth in a way that does not give the viewer the idea of eating, but rather of something more sexual.
In stark contrast is the ad campaign for Poker.stars.net featuring poker champion Vanessa Rousso. Rousso is a female poker champ, which makes her stand out in a field dominated by men. She is featured in a strong stance, with a look of confidence surrounding her. She is wearing normal clothes, nothing revealing. She looks cool and in control. There is nothing sinister or disturbing in this ad. A young girl could look at Rousso and admire her for her talent, poise and strength. Maybe men might even feel intimidated by her confidence.
In order to combat the negative images that are portrayed in media there must be more revolt by consumers. Consumers reward companies that use negative imaging to sell products when they continue to buy their products. Advertisers know that sex sells, so they will continue to use it to sell products. Consumers who disagree with these negative images must stop buying their products, and encourage others to do so as well. Unfortunately, it seems that in the past 20 years or so since Kilbourne’s writings first came out the problem has gone from bad to worse. The images of today make the ones of the ‘80’s and ‘90’s look innocent. Consumers and society have become more hardened to shock campaigns. An ad like Paris Hilton’s famous car wash would have caused a public outrage 20 years ago, but today, it’s just another “sexy” ad. Positive ad campaigns should be rewarded with consumer loyalty. They help to bring about a more positive image for women to look up to and help to combat the negative stereotypes of the past. Although they are not necessarily an antidote to the problem, they are a step in the right direction.