• Advertisements• Males and females both falling for the

demoralising of treatment of women• Extreme feminists

• Fashion photographers

The beginning ...

Katharina Lindner (2004, p.409)

The media teaches male and females a certain manner and appearance to adhere to.

Media advertisement campaign in 1983 showed women in a balanced place in society e.g. Female astronauts, Ferranti.

The changes in advertisements saw a rise of female employment within respected job roles.

Erving Goffman (1979, p.29&33)

Considers ‘the feminine touch’ whereby models hands in advertisements are usually female to show the outlines or the caressing of an object.

Uncovered ‘function ranking’ e.g. Men are used to act as the professional in advertisements, such as doctors.

However...

Noni Hazlehurst (2009, p.7)

Proposes to challenge the objection of females.

Concerned of the exposure to the sexualisation of women in our daily lives and how it is beginning to go unrecognised.

Emma Rush and Andrea La Nauze (2006, p.14)

Argues that girls do no understand themselves to be healthy and imaginative but as hot and sassy.

O’Dea (2007)

20% of Australian girls are fasting for two or more days per week to lose weight.

13% of Australian girls use vomiting to lose weight.

The Daily Mail

(2013)...

Caryn Franklin Fashion advertisements are no longer selling fashion but are selling sex.

In the 1980’s fashion was focused on empowering the female.

Today a females breasts and pout reflect an ‘artistic statement’.

Although Franklin’s article is fighting against the demoralising objectification of women it is quite the contradiction to the portrayal of the Daily Mail; there is an apparent sexualisation in almost every release.

The

objectification of

women...

This image shows a male model looking straight into the camera, with no attempt in attracting the woman.

The advertisement suggests by wearing this fragrance females will be longing for him.

The male consumer has fallen for the objectification of the female.

The female model wears a jumper with her pose suggesting a sexual nature which she has gained through wearing this garment.

The female consumers

are also falling for the

objectification of females.

Andrea Dworkin

Fights against sexual violence and speaks out for those who cannot do so for themselves.

Her views are not always taken lightly by society.

She sees pornography as sexual acts performed for the arousal of others, but as women, who have been seduced by a man, go to the gym or wear make up.

Her extreme views leave women trembling at the word ‘feminist’.

Terry Richardson An esteemed fashion photographer known for

his racy and controversial edge.

He is employed by the likes of Vogue magazine.

He is responsible for the new look of Miley Cyrus.

His ever so apparent objectification of females is ruthless on the pages of magazines, yet it is loved by the elite within the fashion world.

The adoption of the aesthetics of porn in fashion photography does in fact contribute to the continuing objectification of women.

It is undeniably the dictator of sexualising women.

As the media keeps pushing the boundaries to become noticed and exposed, the less we are aware of its presence.

It is not to say the correct response, yet we find ourselves so deep within it.

Project Manager: Meg Plenderleith

Researcher: Lottie Dickens

Content Creator: Beth La-Garde

P&D’s – Brogan Watts and Maiken Olsnes