gender: objectification

Tracy J. sent in this ad aimed at encouraging women to get pap smears to check for cervical cancer (originally found here, but the page was taken down, so Ashley in the comments thread found us this cached page):

And along with the ad she offered this great commentary:

The message is essentially that pap tests have the potential to save the lives of women, but rather than pointing out that, you know, this is good cause… women deserve the opportunity to live a long and meaningful life in whatever way they may wish, or whatever… [But this isn’t the message, instead] they use the ad to scare us into thinking, “if all our women were to die, well then who would we objectify? men? gasp! wouldnt that be horrible”…

…it also sends a very clear message that one of the requirements of women in our North American society is to stand as objects for our admiration. Of course this is only certain kinds of women as this ad could easily be used for some sort of diet pill with an ‘overweight’ woman replacing this man with the statement “the world needs skinny women.”

This is very much like the breast cancer awareness efforts that revolve around how hot boobs are (see here, here, here, and the bottom of this post).

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

Given how common they are, ads that use a woman in a sexy pose for no good reason don’t really surprise me anymore. But every once in a while I come across one that makes me do a double-take, such as this advertisement for gold coins:

Really? A woman in what appears to be a sexually aroused state? Who can apparently be the “trophy in your collection,” a statement which is all kinds of creepy? I also like the naturalization of current female beauty standards–thin, long-legged blond women who will lie around in lingerie and heels are “just more attractive”! It’s, like, a universal law, just the way it is.

Ugh. That is all.

In the documentary Dreamworlds 3: Desire, Sex, and Power in Music Video, Sut Jhally investigates how images of sex and violence, and sexualized violence against women, are used in music videos, and how music videos help shape ideas of what is sexy. Here’s a clip:

The entire, unabridged version of the film is available here.

Elle sent in a link to the video for Lady Gaga’s song “Paparazzi,” which features one extended scene of sexualized violence (starting at about 1:45) and several other glimpses of women throughout the video who appear to be dead (it’s really worth watching the entire video–it’s something else):

Of course, Lady Gaga would probably argue that this video is in fact opposing violence against women, since in the end the evil paparazzi boyfriend gets killed. But there’s the same imagery Sut Jhally discusses: the mixture of sexuality with violence and hints of brutality, and of injured or dead women in glamorous, sexy clothing. Notice that in the opening sequence, the “normal” sex doesn’t look too much different than the violence that follows.

Other examples of sexualized or glamorized violence: strangling a woman with your necktie, suffering women as a turn-on, murder in a Wrangler’s ad, photo shoot with Rene Russo, t-shirts trivialize violence against women, is it a passionate embrace or an attack?, condom ads, ad for “The Tudors,” women’s discomfort is fashionable, Hunting for Bambi, the infamous Dolce & Gabbana ad, and “American’s Next Top Model.”

Several readers sent in this charming Nikon ad (found, among other places, at What a Crazy Happenstance), where we learn that women with bigger boobs are the equivalent of a higher-quality camera:

Sigh. It’s apparently quite highly rated on diggit–it’s the Best Camera Ad Ever!

Thanks to Taylor, Connie J., Jeff G., and Emma B.!

Eric S. drew our attention to an ad campaign for Jawbone, a noise cancelling headset.  Eric was disturbed by the way the women were used in the advertising.  Take a look:

It is interesting that a product that must be actively used (it’s for talking) is advertised with such passive women.

Some scholars, Jean Kilbourne among them, have noted that ads often include women who appear to be dead (see here, here, here, and here).  If these women do not appear to be dead, they at least appear doll-like.  Their eyes are blank, staring at nothing.   It seems to me that one or both of these are going on here… in either case, the strategy dehumanizes the women, making them into objects.

Also in women as racks on which to place product: men’s shoes and accessories.

I presume, though I have never seen any evidence for this, that we don’t all get the same email forwards.  For instance, I never received this forward… but Steve W. did:

Text:

Did You Know This About Leather Dresses?

Do you know that when a woman wears a leather dress, a man’s heart bests quicker, his throat gets dry, he gets weak in the knees, and he begins to think irrationally???

Ever wonder why?

It’s because she smells like a new golf bag!

Why don’t I typically receive such forwards?  To suggest that it has something to do with my sex, which was my first guess, is probably too simple of an explanation.  I suspect it also has something to do with my class, politics, and occupation. 

What kind of forwards do you (not) get?  Do you think you might be surprised at what other people receive in their inbox? 

Do you selectively forward certain sentiments to some people and not others?  Do certain sentiments come from some people in your social network and not others?

What does the big wide world of forwarding look like?  Who forwards what to who?  Or, what part of the forwarding-whole is largely invisible to you?

Jacob G. sent us a link to this slideshow hosted by Details magazine.  As Jacob noted, not only are the women objectified (their naked bodies serve as furniture on which to display men’s accessories), the title of the slideshow makes a joke of it.  It’s titled “Girl Not Included,” just in case viewers mistook the women for purchaseable products alongside the shoes, bags, and belts.

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Singapore Airlines  is known for its “Singapore girls.” Here is a video that shows lots of images of how pretty Asian women, there to serve others, have been used in their advertising (the creator of the video claims to be a Singapore girl):

Apparently the Singapore Girl is such a phenomenon, she’s a figure at Madame Tussaud’s:

I had no idea that when most people think of Singapore, they think of this “pretty, smiling…girl.”

Anyway, I think it’s an interesting example of the way non-White women are often portrayed as exotic (the Singapore girls have become a symbol of Singapore itself) and also of what sociologists refer to as emotion work. The Singapore girls aren’t there just to bring us drinks and make sure we’re buckled in; there’s there to make us feel pampered and to warm our hearts–to do the type of emotion work (constantly smiling, being extremely attentive, being at the passengers’ service and making it seem like a joy) that makes customers feel cared-for and special…and thus willing to pay high prices for those business seats. And clearly these women are part of the decor–pretty, polite, accommodating women for passengers to enjoy while they fly.

Gwen Sharp is an associate professor of sociology at Nevada State College. You can follow her on Twitter at @gwensharpnv.