Psychology of Childhood and Adolescence in an Urban Context

I agree with her argument about how the media and society downgrade women in their advertisements and in turn, affects the way women act and view themselves. It is a popular tactic in marketing called “Sex Sells.” It is extremely controversial and not always ethical, but it does work. So why does sex sell? It is because you want to be that person in the advertisement that you see. The sexual appeal given off by the ad or commercial triggers a biological and emotional reaction, which is generally the point of an ad. They are created so it creates an emotional bond with the consumer and keeps their interest. The ad is generally of fit people whom the majority of the population considers ‘beautiful.’ They are healthy, toned and good looking individuals. “The Boston Medical Center indicates that approximately 45 million Americans diet each year and spend $33 billion on weight-loss products in their pursuit of a trimmer, fitter body. If the average person just looks at the products that they buy, aren’t the products meant to show off something about themselves? By showing off, they are trying to attract the opposite sex which all leads to the primitive notion of procreation. The media is basically telling us how to dress, how to behave, and what is considered ‘in’ or ‘cool.’ Like the speaker mentioned, the women in these advertisements are like sex symbols that are passive and meant to be quiet by covering their mouths in some of the pictures. These advertisements are telling the consumer what being a women means and it plants that idea in their mind. Where does it say that men had to have short trimmed hair or that women have to use make up? These gender identifiers are embedded into our society and the advertisements shown take it to another level that basically could not be reached. Perhaps that is the reason, according to the speaker, as to why one in five women have a eating disorder. Men are not scrutinized as much as women. In commercials such as for AXE (http://www.youtube.com/watch?v=FgfzdgWgEZ4), the man shown looks like a regular guy meanwhile the women are supermodel-lookalikes. This is what society is telling us.

Usually the models in these advertisements are white, which gives the idea that colored Americans are not adequate. This is shown in the video during class about young Black American children, that even a majority of them think the white doll is better or ‘good’ and the black doll is ‘bad.’ Adults that are informed consumers aren’t easily swayed by these tactics made by advertisers but for children, these advertisements are extremely influential. In the video, there was a segment about teenagers and children with make up and trying to look sexy. Now, there is the development of the tween market and exploiting these young girls as sex objects. The most famous doll, the Barbie doll is considered beautiful and played by young children. The Barbie, as a human, is not proportional. If children see this un-proportional and full of make up woman as their idol, then they would want to become like her. It will become their definition of beauty and what being a woman is.