Killing Us Softly 3: Advertising’s Image of Women 

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Tony Porter: A call to men

 

•   The documentary film, Killing Us Softly III, It is targeted at women and men who are bombarded with advertisements every day.It takes a more recent view of advertising’s negative portrayal and impact on American society and culture.It also discusses the pressure women feel to be beautiful. If a specific type of beauty (young, white, thin...) is not obtained than the message it gives is that you are not worthy or valuable.A main point in the clip is that of women being objectified in advertisements. Often only one part of the body is emphasized so not only is a woman ‘a thing’ but only one part of that thing is focused on. Breasts, for example, are used to sell any and everything.It can be concluded that today advertisements portray women in an extremely dangerous and unfavorable light. Women are used as objects, animals and are suitable to subjection for male violence. These kinds of portrayals can be embarrassing and devaluing to the female self perception.Whatever the action may be, it is integral that both men and women take a stand against the objectification and violence of women portrayed in advertisements for future generations.  

   

• Porter tells powerful stories from his own life, including a story of rape, showing how a "mentality, drummed into so many men and boys, can lead men to disrespect, mistreat and abuse women and each other." He notes men are part of the solution and problem, promoting a specific solution to men: break free of the "man box." 

   

• socialization, the process by which people learn the characteristics of their group—the attitudes, values, and actions that are thought appropriate for them. Learning is what creates our sense of who we are as a man or woman—our gender identity.Both video relate to each other and also explains that the society expects different attitudes and behaviors from boys and girls. Gender socialization is the tendency for boys and girls to be socialized differently. Boys are raised to conform to the male gender role, and girls are raised to conform to the female gender or role.

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