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approach: relating products to real human desires and emotions (Trisha Grover/Duluth YSA). In these days, whenever you read a newspaper, watch TV or get any information form any media, you cannot avoid advertisements. In all kinds of advertisements, you can see beautiful ladies. Woman image is subject matter in all ages. In modern society, women’s image in advertisements has significant business value, social value and aesthetic value. A “3B” principle is popular in advertising. “3B” refers to beauty, baby and beast. Women are charming as long as they have beautiful appearance. Even a feminist says that female is lovelier than male. So one of the reasons of sexism in American advertisements is the skin beauty of women.
In the interest of promoting their products, advertising creates an image of the perfect woman or man. The women in advertising are representative of the standards of beauty. They are incredibly thin, with big breasts, and flawless skin. However, in reality, almost always a person with a thin body is not born with big breasts, so most of the images we see with this body type have had plastic surgery. Not only this, but people in advertisements are air brushed and doctored to appear “perfect”. With this in mind, women are given an unobtainable ideal. The average woman can never look like this, so how is she able to? By buying the products of course. Advertising needs women to feel insecure about themselves or they will not bring more profits, and that is what the system is about.
Advertising is not only a tool of promotion, but a kind of culture that strengthens the appeal of the product. A successful advertisement always combines the culture and aesthetics beautifully. More often than not, the picture of a happy family seems it never fails to touch the customers. The most typical beatific family is one with lovely children, able father and virtuous mother of course. In advertisements, women are responsible for her husband and children’s daily life, from preparing breakfast to washing clothes. When watch the advertisements, we have the impression that career is men’s whole world, while family is women’s whole world. Men are leading actors of advertisements for high technical product, but women are frequently related to such products as washing machine, refrigerator, monosodium glutamate, etc.
 
B. Influence of Sexism in American Advertisements
While advertisements on the surface sell products, they also impose some ideas and concepts on the audience. Commonweal advertisements deliver virtue to the mass, and bring the mass to the correct path. However, sexism in advertisements leaves many negative effects to the society.
Some advertisements demean women and neglect women’s contribution to society. These advertisements circumscribe women’s lives in kitchen and bedroom. One study of magazine advertisements from 1960 to 1979 when women entered the workforce in unprecedented numbers found that advertisements failed to depict a significant increase in women's employment outside the home (Michael F. Jacobsen&Laurie Anne Mazur). The study also noted that women in advertisements were apt to be, portrayed in traditional female roles: cooking, cleaning, and caring for children. On the contrary, the way men are portrayed in advertising is quite the opposite. They are most often shown in an active profile: legs apart, firmly on the ground, with arms crossed. If they are not standing, t本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。