Women An object of Sex

The equality between men and women is near to non-existent. Generally, it is believed that this world is a man’s world. Even the English language does not support gender equality. According to transforming a rape culture, page 125, there are almost 220 words for sexual promiscuous women and around 20 such words for men. This language of rape culture has surrounded our daily lives and we have become ignorant to the inequality. We regularly ignore the degrading images and stereotypes of women created and reinforced by media.In the current world scenario, where males dominate, glamor is restricted to the people who are classified above middle class. Females are treated as sub-ordinates, emotional support seekers and a sex object. Media helps create and reinforce a gender duality based on traditional views of men and women. Often, females and males are shown in advertisements according to the roles they play in patriarchal structure i.e. males as dominating creatures and women as helpless ones. Media shows women as giving advices on how to please men, how to cook, and how to look attractive by loss of weight.These stereotypes, however, have become a part of our daily lives and are hardly escapable from the advertising industry. An average person is exposed to over 2000 ads a day. These ads sell a lot more than just the product. They promote values, images, love, success, popularity and worth. Unfortunately, these ads show images of female body to promote the product. Women sell everything from food to cars to deodorants. All leading models are shown as slim, tall, long-legged, white, and young. Now the question is why are all standards of beauty being imposed solely on females? B.Earl Puckett quoted in Stephen Donadio that the task of media is to make women feel dissatisfied and unhappy with their natural looks. A woman will, then, opt for beauty products, cosmetics, diet plans, and other such services. The messages from these advertisements indicate that a woman has only her body to offer. Women are considered as an object of sex and violence which can increase the sales of the products. It’s their body which can enable them to get whatever they want. They feel dissatisfied with their looks and body appearance and try to improve their appearance by using cosmetics, and going on diet. The images of young, thin, beautiful female models create a desire, a strong desire, in males to feel the body warmth. Such degrading images show women as just a sex object. Ads like those made for cigarettes and deodorants (AXE, etc.) show women half naked, craving for the sexual pleasure. If one believes in these images, then to some extent one actualizes them. These submissive, sex object roles have dehumanized women and give the power to men. These ads indicate that men are to rule, control females whereas females only seek to please males. The TV commercials for an age controlling cream, Pond’s age miracle by Lever Brothers (Unilever), depict men only love women who stay white, spotless, and young. These ads use women as an object of sex. Certain ads also portrayed that to gain one’s husband’s love and attention wife has to look young and fair. A TVC by pond’s – telecasted in 2009 on all media channels in South Asia – showed a wife using the pond’s age miracle cream. The husband expressed his love and feelings to the wife because she looked young and beautiful. The tag line for this ad was see the change of your husband in just 7 days. (Pond’s, Pond’s Age Miracle) Another ad telecasted in Thailand showed a girl who uses Pond’s age miracle. The concept of ad is that a girl will look beautiful and attractive only with fair color, spotless skin, and less wrinkles. The cream claims that within 7 days a girl can look beautiful and control the aging signs. Again the typical stereotype has been reinforced that a girl can only be attractive if she has fair complexion, spotless skin, and a younger looking skin. (Pond’s, Pond’s A