A Critical Approach to Advertising

A Critical Approach to Advertising

What has America come to when women lust over a Guess handbag and the sexuality identified in an advertisement is for a product not a person? Jean Kilbourne observed this very alarming situation and presented it to the world for contemplation in her book and lectures. Feminism has become a more important concept and movement over the years and has resulted in a more discriminating eye that looks at ads in pop culture today. The critical approach that has resulted has been called the feminist critique of advertising and asks us to recognize the oppression and degradation that occurs to women in advertising.
Today in advertising women are objectified and constantly portrayed as sexual objects and the Guess Handbags advertisement simply reiterates how women are dominated and oppressed in society. The very handsome, sensual male model is looking directly at the audience holding the product in his mouth as he sets forward ideas of how this ...