d only one role in American society, the housewife. Only recently did she expand to also include the sex object. Through mass media advertisers sell beauty; they create an unattainable ideal woman, compelling other women to attempt to transform themselves into the model. Advertisers make it clear that their products have the ability to complete that transformation. In my research over half the ads in multiple magazines treated women as sex objects. Scantily clad, sexy, beautiful women drape themselves over a bottle of perfume, a bouquet of flowers, or shaving cream. In ad numbered #1 there is a perfect woman caressing herself after getting out of the shower. Her body and hair are impeccable, a satisfied sexual look on her face. The sexual implications are also evident, “Seduce your senses, Silken your skin … It’s a sensual experience like never before”. This ad is telling readers that they will be more attractive if they use this particular brand of soap. A hall-mate of mine described the ad by saying “If I use that soap I will be a beautiful babe.” The ad scheme and the product have no relation whatsoever; soap has nothing to do with beauty or sex. They simply chose a beautiful, satisfied looking woman to use their soap. The 2nd ad shows a tall, thin, gorgeous model. She is in the 5% of women in the world with that particular type of body build. The ad is very clear in revealing its message; these clothes you will look more like this model. You will give off the sex appeal that she radiates, her eyes, stance, and even the pole she is resting on all are very sexual yet completely unrelated to the pants that are being advertised. Every ad that I collected that featured a woman was beautiful. There are no blemishes, pimples, or love handles; every woman has perfect hair, perfect breasts, and perfect arms, the definition of beauty in our culture. These are the women that create the nega...
