please view the following video before reading the rest of the article.




The above video presentation highlights the influential role that product marketing and advertising plays in the social construction of gender identity. In an article written by Davies (2002), the author argues that the construction of an individual's gender identity is heavily influenced by the dominant social values of what it means to be male or female that are imposed on them.1

This video reflects Davies's (2002) argument by representing how social perceptions of women are stetreotyped and then reinforced by product advertisements. According to the narrator, Jean Kilbourne, advertisements sell more than just a product. Modern advertisements 'sell' socially constructed values which are often deemed to be the values that society should uphold and reinforce. Waters and Ellis (1996) have also argued that advertising does play a critical role in reflecting and shaping culture2. As such, advertising tends to promote a set of false ideals that women should strive to achieve. These include women having to look visually appealing and embodying society's perception of femininity.

One other critical issue presented by this video is how the above values tend to be gender biased and often seem to portray women's bodies as objects to be desired or visually appealing for the benefit of men and not the other way around. The problem is exacerbated because these values tend to be seen by the general population as social norms. However, in reality, these perceived 'truths' are essentially idealistic constructs that are promoted by marketing executives by exploiting the bodies of women.
Furthermore, the video highlights the use of modern day photo editing technology to create an 'ideal' physical image of the perfect woman. These images promote the belief that a woman should be slim, have flawless complexions and generally have what I would term 'sex appeal'. The purpose behind the visual representation of women in such a way is, according to the video, to objectify them in a manner so that their bodies become associated with the products they are selling and 'detached' from their individual self. The role of the media, therefore, is largely to reinforce the dominant social perception that it is the responsibility of women to remain young and look attractive3.

The portrayal of women's bodies as marketing objects further contributes to the continuing gender biased stereotypes of women's subjugated roles in society.
An inevitable consequence of the above, according to the narrator, is that such objectification and detachment of women's body parts tends to lead to an increase in violent acts against women. The objectification of women tends to result in a de humanising process which largely neglects the emotional needs of women and increases the tendency of a male dominated society to perceive acts of violence against women as acceptable because dehumanisation is the first step toward which violence against individuals become more acceptable. Therefore, the objectification through advertising might contribute to causing acts of violence against women.

This video has presented a number of critical gender related issues which need to be reflected upon and if possible, a paradigmatic shift in perception towards gender biased advertising is needed to reduce the tendency to objectify women and their body parts to promote a less stereotypical view of femininity.