This is very wrong and does lead to objectification. Sure, men can be objectified by women but it just doesn't seem to happen in the media to the same extent it does to women. A company wants to sell beer. How do they sell it? Place a good looking women in the ad. A company wants to sell Axe. Again, they place a good looking woman in the ad. This kind of thing is just as bad as forcing a woman to wear a burqa.
Women are treated as objects, to a males gaze and are seen as a prize to be won over. Women are presented as a symbol of status, in which women who are glamed up , stand next to an alpha male, wearing the product attempting to be sold. The male is seen as powerful for having multiple trophies (the women). Often times women do not even have one speaking role or line in these commercials, and any reference to anything besides the direct objectification of them, such as personality or skills, remains completely obsolete.
They are either in a submitted position to a man, or sexualized in order to appeal to a male audience.
The pattern of the woman being dominated by the man is constantly reinstated in advertising.
And another way of portrayig women in ads is to show them as helpless beings desperately needing male help, except if a cleaning product is involved, in which case the man will be helpless, but the woman will know what to do...
Most of the advertising I have seen where women are present uses them in ways that encourage sexual objectification, where we are treated as a prize for men who buy the right products, but even the advertisements that do not directly portray women in this manner tend to be harmful to women because they promote the idea that we have a responsibility to look a certain way for men, and have no value apart from our ability to do so.
Some men admit that TV advertising and films do actually make them think that women are theirs. Especially Lynx and their idea that if you have good hair and smell like a bouquet garni, MULTIPLE girls will flock to you, meaning they intend to impress and possibly have intercourse with all these women. This sends the idea that men are twice, maybe five times better than women. Yes, men are used in adverts but it usually just one man being lusted over. Sad how women are being belittled by such chauvinist pigs.
Most advertising either presents women as sex objects or has them advertising housewares. For a start, this is not reflective of society. Where are the women managers? The drivers of executive cars? One TV advert I saw recently had the woman single handedly preparing for Christmas while the male partner was a peripheral figure. I do not consider myself a feminist, just a realist. I work with professional women but it seems that the portrayal of women in advertisiing is in the dark ages.
We are constantly bombarded in the media with pictures of 'perfect' women. Many of them have been retouched, and all have "the look". This makes women who don't have these so called 'perfect' features to feel like they need to diet or they feel like they are ugly. This is not right, all women should feel beautiful.
We all have a mind set that a guy is superior than a girl... So when there is a ad where they are treated equally they feel more inferior and criticize the ad... And when there is a ad where the guys is treating the female sweetly people misunderstand it with saying "he is treating her like an inferior and helpless lady"
Women are not the only ones that have advertisements suggested towards them, men have the exact same thing. For some reason women are the ones that get pointed out because they are the ones who try to make a big commotion about things. They just need to realize that advertisement is directed towards everyone and not just them, Advertisement always goes for the more appealing route, their complaining is just a cry for equality when they actually just want more attention.
"Is advertising demeaning toward women?"
What advertising? Which women? Viewed in what context?
Advertising is not some monolithic entity. There is tremendous variation in the content of advertising put out; much of it does not even involve women; much of it is not even gendered at all.
Women are not a single, monolithic group, either. Much at a single group of women, and will not focus on or even mention other groups of women.
Context is important. The themes displayed in an advertisement can mean many different thing to many different people. Some people can view any one particular theme as degrading or not. In many cases, a theme can be viewed as degrading or not degrading, depending on the circumstances of how it's presented, the other themes displayed in relation to it, and the viewer's predispositions and mood.
Furthermore, unless an advertisement is created with the intent of demeaning a target, how demeaning it is is, and why it is demeaning if it is, entirely subjective. The same theme presented in the same context can easily be viewed in a completely different light by different people.
Many women view some advertising as "demeaning". Some women view all advertising as "demeaning". But taken as a whole, "Is advertising demeaning toward women? Y/n" is not even wrong, as it begs for an objective answer to a subjective question.
Of course it isn't! Us women should be proud of ourselves; we're interesting, we're good looking and we are what everybody wants!
There's no way you can compare it to women wearing burqas! You should actually consider it the exact opposite!
Besides... Men are also used in a large extent to sell women's products.