Seksualna objektifikacija žena u reklamama

Čehulić, Maja. (2015). Seksualna objektifikacija žena u reklamama. Diploma Thesis. Filozofski fakultet u Zagrebu, Department of Sociology. [mentor Galić, Branka].

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Abstract

Advertisements are great and inseparable part of the media and have a big influence on today's society. The purpose of advertising is to make the product attractive and advertisers will do everything to achieve this. The goal is to keep the attention on the advertised product and influence on the psyche of the person. One way to keep the attention is using the female body and often only its sexualized parts. Using this method women are identified with the product and presented as a product. Today, we are overwhelmed by these advertisements. We take it as something normal and daily. But such images of women do not make a woman powerful and free from the dominance of men because they are humiliated by seening them only through their appearance and reducing them only to some parts of the body. Also, the sexual objectification of women leads to tolerance for any violence addressed to them and supports gender-stereotyped society in which the man is dominant and it’s normal to have power over women. It 's important to understand that these advertisements have a big impact on society and that the reduction of this representations can contribute to a healthier and more just society.

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