Women in Advertising are always being portrayed as sexual objects. Some ads even dehumanize woman while trying to sell a particular product. Like this first ad, with a man portrayed on top of the woman, who has a magazine of a car for a head. She does not even obtain a face but is merely shown to illustrate that when a man has intercourse with a woman, he is imagining a car instead. The ad reads, “the ultimate attraction” as if the woman alone is not good enough for the man to be satisfied. This gives women all over the world the implication that guys do not care for our inner beauties or for that matter our physical beauty because they would rather have sex with their desired car. It portrays women as useless even during intercourse because the man does not even realize that he is having sex with a woman. Susan Bordo illustrates how “female bodies become docile bodies—bodies whose forces and energies are habituated to external regulation, subjection, transformation, ‘improvement’”(2241). The woman in this ad is definitely portrayed as very passive and literally transforms into a machine. It illustrates how the woman has been improved to a more advanced state because she has become the ultimate attraction for the man. In the Dolce & Gabbana Ad, the women is portrayed as being very docile because she is literally being pinned down by the man while three other guys wait their turn to overpower her. She is constrained and is thrusting her thighs in an attempt to arouse the men around her. As Bordo illustrates, “With the advent of movies and television, the rules for femininity have come to be culturally transmitted more and more through standardized visual images” (2244). The use of media has definitely shown women in a very negative light. They are constantly being conveyed women who must maintain a slender body, have perfect features, and must satisfy every man’s desire.
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