How the Male Gaze Drives the Objectification of Women in Modern Advertising
Ditulis oleh: Alya Hafizha Damayanti
When observing advertisements today, whether on television or social media, a prevalent trend emerges that women are often depicted in ways that prioritize their physical appearance over their abilities or personalities. This phenomenon, known as objectification, has profound implications for both how women are perceived by society and how they perceive themselves.
The concept of the male gaze, introduced by film critic Laura Mulvey (1975), refers to how visual media often presents women from a heterosexual male perspective. This perspective typically emphasizes women’s physical attractiveness and sexual appeal, positioning them as passive objects of male desire. The male gaze perpetuates a power dynamic where men are the active viewers and women are passive subjects, reinforcing traditional gender roles and norms.
An iconic example of the male gaze in advertising can be found in Carl Jr.’s campaigns for the 2015 Super Bowl. The ads featured model Charlotte McKinney showcased her in suggestive attire, initially appearing as though she was nude, only to reveal a bikini while sensually eating a burger. This approach commodifies women’s bodies, reducing them to objects of desire rather than focusing on the product itself. These advertisements prioritize the sexual allure of women over the food being advertised, sending a message that female sexuality can be leveraged to sell products. This not only reinforces harmful stereotypes but also perpetuates the idea that a woman’s primary value lies in her physical appearance.
“Ads contribute to a culture where women’s bodies are seen as objects of male domination and control, perpetuating harmful gender dynamics.” (Soni,2020)
In 2007, Dolce & Gabbana released an ad that sparked controversy for its depiction of a woman pinned down by a shirtless man while others looked on indifferently. This imagery not only objectified the woman but also trivialized and normalized sexual violence, using it as a backdrop for selling fashion.
The objectification of women in advertising can also be seen in Indonesia. In 2021, Sutra Condoms released a commercial titled “Mantap-mantap makin mesra”, which exploited women’s bodies as a means to attract viewers to the product. The ad depicted a husband and wife, with the wife initially trying to attract her husband’s attention while wearing modest clothing, but failing to do so. The husband only became interested when the wife changed into more revealing attire and attempted to seduce him with sensual body movements, sounds, and expressions. This visualization degrades women and reinforces the objectification of women.
The advent of social media has intensified the issue of the male gaze in advertising. Platforms like Instagram are saturated with ads that perpetuate this gaze, often featuring influencers who self-objectify to garner likes and sponsorship deals from brands. Many Instagram influencers contribute to the trend by posting provocative photos emphasizing physical attractiveness. Brands capitalize on these images, endorsing products through influencers and prioritizing sex appeal over other qualities. Fitness and lifestyle brands, for example, often feature women in minimal clothing to promote workout gear or supplements, perpetuating unrealistic beauty standards and emphasizing women’s bodies as objects of desire.
Fashion Nova, a famous online clothing brand, frequently employs images of women in form-fitting and revealing outfits to attract attention. These ads highlight physical attributes rather than the product’s quality, reinforcing objectification. By aligning their marketing strategy with the male gaze, Fashion Nova and similar brands contribute to the normalization of reducing women to their physical appearances.
The various examples of ads from Carl Jr., Dolce & Gabbana, Sutra Condoms, and Fashion Nova illustrate how the male gaze and objectification are deeply embedded in advertising strategies. By examining these advertisements, it is clear that the industry relies heavily on the male gaze to captivate audiences, perpetuating a cycle of objectification. Recognizing and challenging these patterns is essential to create a media landscape that values women for their full humanity, beyond mere physical appearances.
Societal Implications and Challenges
The objectification of women in advertising has far-reaching consequences. It reinforces societal norms that devalue women’s intellect and talents, reducing them to mere objects of visual pleasure. This normalization can contribute to increased sexism, gender inequality, and even acceptance of sexual harassment and violence against women.
Constant exposure to objectifying media can profoundly impact women’s and girls’ self-esteem and body image. Research by Grau & Zotos (2016) indicates that such exposure correlates with lower self-esteem, higher levels of body dissatisfaction, and an increased likelihood of engaging in unhealthy behaviors like extreme dieting. Young girls, in particular, are vulnerable to these influences, internalizing unrealistic beauty standards from a young age.
How do we address the issue?
Several strategies can be employed to prevent the harmful effects of the male gaze in advertising. First, increasing awareness by recognizing and understanding instances of objectification in ads is crucial, as educating ourselves and others about the male gaze and its implications can make us more critical consumers of media. Second, supporting positive representation by choosing brands that portray women in empowering and diverse ways can influence industry standards, with campaigns like Dove’s “Real Beauty” challenging conventional beauty norms by celebrating women of all shapes, sizes, and backgrounds. Third, advocacy groups and policymakers play a vital role in advocating for change by holding brands accountable for their advertising practices and implementing stricter regulations and guidelines that can discourage the objectification of women in media and promote more respectful portrayals. Finally, promoting media literacy by educating young people about the impact of objectification can empower them to analyze and resist harmful messages critically, fostering a culture that values women beyond their physical appearance and cultivating healthier attitudes toward gender and equality.
The pervasive influence of the male gaze in advertising perpetuates harmful stereotypes and reinforces inequality. By addressing this issue through awareness, advocacy, and promoting diverse representations, we can foster a media landscape that respects and empowers women.
Ultimately, challenging the objectification of women in advertising is essential not only for achieving gender equality but also for promoting a society where women are valued for their talents, intellect, and contributions beyond their physical appearance.
References
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