Analysis on Sexism in Contemporary American [6]
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关键词:sexismAmerican advertisementreasoninfluenceeliminate
摘要:If they do not, consumers can always force them. After all, we have the sense and the right to decide to buy or not. Women are just as capable as any man when doing any job, whether it is logical, physical or skilful. Women do have opinions and ideas and can easily and quickly apply themselves to any situation of task that faces them. I think that both men and women should put an end to sexism, so future generations can live better without the discrimination against women that we have currently.urgers.
quot; or "very often" on diets.
91% of women recently surveyed on a college campus had attempted to control their weight through dieting, 22% dieted "often" or "always" (Trisha Grover/Duluth YSA).
Americans spend over $40 billion on dieting and diet-related products each year. In order to lose weight, some women use all kinds of methods, right or wrong, scientific or unscientific. They eat disorderly, or take diet pills which have side effect. Therefore, sexism in advertisements not only misinterprets the criterion of beauty, but affects women’s health indirectly.
C. Ways to Eliminate Sexism in American Advertisements
In order to eliminate sexism in advertisements, the conception that man is superior to woman must be corrected. People with such conception will deny women’s ability no matter what contribution women have done to society. And Managers and higher-ups with such conception will not give woman the chance to show their ability and wisdom. What’s worse, when discrimination is rooted in conception, discrimination in behavior will come into being. This change then comes into advertisement. So it is very important to establish female awareness that means to think woman as a self-governed person, rather than attachment to man. This can be done by the mass media. As an American scholar put it, “mass media can work for evil as well as virtue”. Sexism can be spread by the mass media. In the same way, we can promote female awareness through mass communication.
The society should encourage activities about women’s striving for their own rights. A woman professor of Massachusetts Institute of Technology whose achievement was captured by other man professor called for another 14 woman professors to write a complaint to the president. In that case, school board set up a special committee to investigate this problem. Afterwards, they worked out several measures, aiming at settling the unfair treatment women professor received. These measures do work. There are no more cases of sexism in MIT. When other universities learned the way MIT solve the problem, they establish the same committee to ravel out sexism issue.
In addition, we can encourage the campus communities to hold activities to educate the mass. For example, each year we can hold a sexism in advertising campaign on the cultural impact of sexist and misogynistic imagery. We can call for volunteers to select the ten most sexist and ten most progressive advertisements of this year and we write letters to those companies. These letters are signed by members of the campus communities and describe why we find the advertisement particularly offensive or empowering. We then send the letters out by the hundreds and await the companies’ responses.
Ⅴ. Conclusion
This
essay only deals with sexism in American advertisements. But sexism is a common phenomenon all over the world. It is the time women were treated equally to men. The only winners in these types of advertisements are the advertisers themselves, who make money when you buy the product. There needs to be a public awakening, for sexism should not be used in any situation, especially not to sell products. Advertisers need to take responsibility for their own actions and to end this type of exploitation. If they do not, consumers can always force them. After all, we have the sense and the right t
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