Objectification

Objectification literally means to present as an object. Its modern connotation is to make someone an object of lust and sexual desires rather than as a human being. Objectification of this kind is prevalent today in marketing and media.

One of the earliest commercials I can remember that has an example of sexual objectification in order to sell a product is Carl’s Jr. They have a beautiful woman dressed scantily, often in a bikini, eating one of their sloppy burgers and a man looking on with his mouth watering. This commercial was an example of objectification of women. It is one of many commercials and marketing schemes like it. Women are frequent targets of these commercials.

Men are also objectified in commercials directed towards women. An example of that is a recent commercial for Kraft Zesty Italian Salad Dressing. A rugged man is cooking in the kitchen and in the end of the commercial his shirt is burned off to reveal a chiseled upper frame. This commercial is aimed at women, but it is still nonetheless sexual objectification in the media.

Sexual objectification is well known as Abercrombie and Fitch’s marketing strategy. From shirtless men, without their faces and heads on the shopping bags, to large photographs of barely clothed couples passionately kissing. It seems that A&F is not really selling clothes at all but is selling sex. It makes the models in their pictures as objects, whose only purpose is to play on the animalistic and lustful side of men and women to come to the store and buy their clothes.

The question isn’t really what is objectification or does it exist? It most assuredly does, but is it ethical? Does it negatively affect society and individuals?

On a moral standpoint, many would argue that sexual objectification is morally wrong and is objectionable. It denigrates the human body and the individual and promotes promiscuous behaviors. But is it more than that? Does objectification in the media increase domestic violence because husbands view their wives as little more than an object to fulfill selfish desires and appetites? Does objectification cause men and women to feel devalued and increase feelings of inferiority?

Taylor Buie of the University of Georgia quotes Tom Reichert in saying “Studies show that viewing these images can lead to “devaluations of one's— and one's partner's—attractiveness, attitudes supportive of aggressiveness toward women, triggering of gender stereotyping and gender role expectations, and distorted body image” (Reichert, A Test 82).”

Julie M. Stankiewicz says in her article “Women as sex objects and Victims in Print Advertisement”: “The simultaneous presentation of women as sex objects and victims in various forms of media increases acceptance of violence against women.” She goes on to discuss how this kind of advertising desensitizes both men and women to violence.

Upon these grounds, I would advise all of us to avoid supporting companies that use sexual objectification as a means of advertising and that we do not further promote or purport objectification. These advertisements are a low-blow to make money off of our sexual desires.