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hey are portrayed doing something active, like sports, or taking hold of a pretty woman.  That women are so frequently displayed as passive sexual objects has negative effects on women in real life. Such advertisements lessen women’s status; meanwhile magnify men’s ability blindly. This will further superiority complex of men. When such conception is embedded into the mass’s mind, they would take for granted that women are inferior to men. Even women themselves are willing to be subject to men. Their potential will decrease during the process.
Images of sexuality in advertisements encourage us to think of sex as a commodity or regard women as objects that can be bought and sold, taken and used. Women are not on display as a full person, but rather her legs, waist, butt, or breasts. Women's faces and bodies appeared in Coca-Cola calendars in the 1890s and have been employed to sell virtually everything since. Sexual imagery in nowadays advertising has become more common, more explicit, more exploitative, and more violent. Many ads have crossed the line. For instance, an advertisement for Calvin Mein's Obsession shows a naked man and woman on a swing, pressed against each other. An advertisement for Candies shoes features a naked man in a chair with a naked woman sitting astride him. A Wilke-Rodriguez clothing advertisement features an obvious simulation of intercourse on a city rooftop. A woman in nothing but high heels straddles a man in jeans.
Sexualized images do harm to the youngsters. They are a danger to little girls who lack the ability of defending themselves. They are less likely to distinguish between fact and advertising fiction. 450,000 American children were reported as victims of sexual abuse in 1993 (Michael F. Jacobsen&Laurie Anne Mazur). Girls and teenagers are perhaps most vulnerable to beauty-industry propaganda. For them, advertising is a window into adult life, teaching them how to be a woman.
As mentioned above, a sexy lady even appears in hamburger advertisements. American mothers are concerned about the effect the ads are having on youngsters. "I've got a 12-year-old-son. I don't want him to see this sort of thing and accept it as being all right"(Julie Jacobson, 2007). She turned the television off when the advertisements were screened, and the family no longer ate at Burger King.
Some advertisements mislead the standards of beauty. As we all know, we cannot judge a person from his appearance. However, in many advertisements, woman’s exterior beauty goes beyond the internal virtues. What’s more, the exterior beauty criterion is decided by man. It seems that only those women who are young, beautiful, slim but plump can be called beauty. As a matter of fact, most fashion models are thinner than 98% of American women. The ideal image of the models in American advertisements can hardly be achieved by average people. Consequently, there are women continually on diet. According to statistics released in the article “Advertising: System of Sexist Oppression”:
         42% of 1st-3rd grade girls want to be thinner.’
81% of 10 year olds are afraid of being fat.
The average American woman is 5’4" tall and weighs 140 pounds. The average American model is 5’11" tall and weighs 117 pounds.
46% of 9-11 year olds are "sometimes" or "very often" on diets, and 82% of their families are "sometimes&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。