It seemed like the less clothing on the women, the more attention the ad would attract. But now, unlike never before, men are being used as sex objects in ads. Unlike the women, these men have it easier. "Men's bodies are not routinely judged and invaded. Men are not likely to be raped, harassed, or beaten" (454). It is the women who have to be cautious when walking by herself at night. It is also the woman who looks in the back seat of her before getting in. It is the woman who is seemingly always placed in the dangerous situation.
Another issue that ads seem to portray is male violence. "Male violence is subtly encouraged by ads that encourage men to be forceful and dominant, and to value sexual intimacy more than emotional intimacy"(446). It also seems that the men in the ads refuse to accept no for an answer. Several of these ads portray young women in various positions where the male is simply taking control over them. Judging by the facial expressions, the women seem as if they are attempting to fight of the male but he doesn't seem to want to back off. But looking closer, is she really fighting him or is she enjoying it. This type of ad gives males the feeling that women like being forced into things. .
There are also an abundance of ads portraying little innocent kids all dressed up to look older than what they really are. Standing seductively against the wall, some men perceive this as a picture of a girl waiting to be messed with. Kilborne also states that, "men are turning to girls because they feel threatened by the growing sophistication of older women" (457).
Growing up in a world like this it is hard for females not to learn self-hatred towards themselves. It has been found that "75% of female students in grades eight to eleven and 56% of male students said they had been sexually harassed in school." I think that men feel that they can always do what they want and that they are always in control.
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