The Effects on Men from Advertisements
2) Advertisements can create anxiety for both men and women by actively portraying men as hyper-masculine and women as ultra thin:
Studies show women and men feel that they have extra anxiety to fit the role of the ultra thin, perfect woman and the hyper-masculine "buff-man (Rouner, 2003). Most advertisements in the media today portray the male and female to look this way which again leads to a heightened sense of anxiety and a negative self image. If these are the type of people that others are attracted to, then the anxiety of trying to be like every one else and achieve that perfect body can really rip someone apart.
Studies show women and men feel that they have extra anxiety to fit the role of the ultra thin, perfect woman and the hyper-masculine "buff-man (Rouner, 2003). Most advertisements in the media today portray the male and female to look this way which again leads to a heightened sense of anxiety and a negative self image. If these are the type of people that others are attracted to, then the anxiety of trying to be like every one else and achieve that perfect body can really rip someone apart.
3) Can lead to individuals engaging in anorexia, bulimia and over-exertion at the gym in order to attain the “perfectly-sculpted” body:
Sadly, research has shown that one of the main wishes for adolescent children is to be thinner and “fit”(1). According to Tkarrde (2003), “Both men and women today are facing a “quandary” regarding masculine and feminine identities” This issue has placed unnecessary demands on men and women to focus on their appearances. This issue relies on the increasing objectification of the male and female body along with its messages and portrayal of “ideal” body physiques. “Increasingly, depictions of the male and female bodies in cartoons, action figures, Barbie dolls, and the general media, have all come to propagate and glorify images that emphasize physical appearance as a central criterion for accessing masculine and feminine worth” (Tkarrde, 2003). Long term affects have been discovered of people who have fallen victims to faulty unrealistic images in the media and have suffered from issues such as: depression, self-imposed isolation, low self-esteem, feelings of inadequacy and alienation, eating disorders, and drug use (Tkarrde, 2003). Furthermore, according to the National Eating Disorders Association(2) (NEDA), “Americans spend over $40 billion on dieting and diet-related products each year” (p. 1). In essence, NEDA (2005) reveals that “four out of ten Americans either suffered or have known someone who has suffered from an eating disorder” (NEDA, 2005). Objectification of men and women both has greatly affected both sexes in the strive for women to appear sexy, attractive, and thin, while males are striving for wealth, power, strength, and “perfectly-sculpted physiques”.
Sadly, research has shown that one of the main wishes for adolescent children is to be thinner and “fit”(1). According to Tkarrde (2003), “Both men and women today are facing a “quandary” regarding masculine and feminine identities” This issue has placed unnecessary demands on men and women to focus on their appearances. This issue relies on the increasing objectification of the male and female body along with its messages and portrayal of “ideal” body physiques. “Increasingly, depictions of the male and female bodies in cartoons, action figures, Barbie dolls, and the general media, have all come to propagate and glorify images that emphasize physical appearance as a central criterion for accessing masculine and feminine worth” (Tkarrde, 2003). Long term affects have been discovered of people who have fallen victims to faulty unrealistic images in the media and have suffered from issues such as: depression, self-imposed isolation, low self-esteem, feelings of inadequacy and alienation, eating disorders, and drug use (Tkarrde, 2003). Furthermore, according to the National Eating Disorders Association(2) (NEDA), “Americans spend over $40 billion on dieting and diet-related products each year” (p. 1). In essence, NEDA (2005) reveals that “four out of ten Americans either suffered or have known someone who has suffered from an eating disorder” (NEDA, 2005). Objectification of men and women both has greatly affected both sexes in the strive for women to appear sexy, attractive, and thin, while males are striving for wealth, power, strength, and “perfectly-sculpted physiques”.
5) Men can develop unrealistic standards of how a woman's body should look through sexual ads:
Advertisements affect men’s perception of women in another way too. Ads produce a distorted, unrealistic perception of the reality in regard to women’s bodies. Models portrayed in advertisements are used to sell more than the product, but an example of the ideal women within society. Models bodies and appearance do not represent the average women which makes women strive to be societies idea of hot and beautiful women (Kilbourne, 1999). These unrealistic expectations of women can cause a number of problems for women including body dissatisfaction and eating disorders.
Advertisements affect men’s perception of women in another way too. Ads produce a distorted, unrealistic perception of the reality in regard to women’s bodies. Models portrayed in advertisements are used to sell more than the product, but an example of the ideal women within society. Models bodies and appearance do not represent the average women which makes women strive to be societies idea of hot and beautiful women (Kilbourne, 1999). These unrealistic expectations of women can cause a number of problems for women including body dissatisfaction and eating disorders.
9) Ads suggest that men should not express any signs of weakness, or "unmanliness.":
Active Feminists believe masculinity in itself has become the drive for dominance, power, and conquest in all aspects of men’s lives; masculinity must be proven, and once a man has proven his ranks within masculinity he must prove his worthiness if questioned (Kimmel, 2009). Kimmel also proposed the hegemonic male, it is HE who holds power and it is HE who is strong, successful, capable, reliable, and in control. To be masculine means that one cannot be a “sissy” (i.e., not do anything that suggests femininity); one has to be calm and reliable in a time of crisis; additionally, men NEVER show emotion (e.g., “boys don’t cry”). Some boys try to create an illusion that they are masculine by engaging in bullying/violent behavior to combat the feminine feelings and create a balance between his male appearance and effeminization (Messerschmidt, 2009).
The problem with socialized masculinity is that once a man has proven his masculinity he must protect it and maintain it at any time, or else he risks the consequence of losing it. Hopkins (1992) and Kaufman (1992) both shared the view that as natural as masculinity seems to appear, it is very fragile in the way men perceive it. “One must always guard against losing it (their masculinity)” (Hopkins, 1992; Kaufman, 1992; as cited in Perry, 2009). Additionally, when challenging another man’s masculinity, it is common for the other man to taunt the challenged individual. The most common being, “What are you, a fag?” by which implying he is a weak, and inferior individual. This just proves how men are frequently reminded of the social aspirations and norms that society holds for the boundaries between gender (Perry, 2009). This ideas that one may potentially lose their masculinity strikes fear into men, and propels them to deny manhood to others (Kimmel, 2009).
Active Feminists believe masculinity in itself has become the drive for dominance, power, and conquest in all aspects of men’s lives; masculinity must be proven, and once a man has proven his ranks within masculinity he must prove his worthiness if questioned (Kimmel, 2009). Kimmel also proposed the hegemonic male, it is HE who holds power and it is HE who is strong, successful, capable, reliable, and in control. To be masculine means that one cannot be a “sissy” (i.e., not do anything that suggests femininity); one has to be calm and reliable in a time of crisis; additionally, men NEVER show emotion (e.g., “boys don’t cry”). Some boys try to create an illusion that they are masculine by engaging in bullying/violent behavior to combat the feminine feelings and create a balance between his male appearance and effeminization (Messerschmidt, 2009).
The problem with socialized masculinity is that once a man has proven his masculinity he must protect it and maintain it at any time, or else he risks the consequence of losing it. Hopkins (1992) and Kaufman (1992) both shared the view that as natural as masculinity seems to appear, it is very fragile in the way men perceive it. “One must always guard against losing it (their masculinity)” (Hopkins, 1992; Kaufman, 1992; as cited in Perry, 2009). Additionally, when challenging another man’s masculinity, it is common for the other man to taunt the challenged individual. The most common being, “What are you, a fag?” by which implying he is a weak, and inferior individual. This just proves how men are frequently reminded of the social aspirations and norms that society holds for the boundaries between gender (Perry, 2009). This ideas that one may potentially lose their masculinity strikes fear into men, and propels them to deny manhood to others (Kimmel, 2009).
ReferencesBody Image and Advertising (2000). Issue Briefs. Studio City, California.:
Mediascope Press. Collins, M.E. (1991). Body figure perceptions and preferences among pre-adolescent children. International Journal of Eating Disorders, 199-208. Kilbourne, J. (1999) Deadly persuasion: Why women and girls must fight the addictive power of advertising. New York, NY: The Free Press. Kimmel, M. (2009). Masculinity as homophobia. Sex, Gender and Sexuality: The New Basics. Oxford University Press, Inc. p. 59-70. Messerschmidt, J. (2009). Goodbye to the sex-gender distinction, hello to embodied gender. Sex, Gender and Sexuality: The New Basics. Oxford University Press, Inc. p. 71-88. *(2) National Eating Disorder Association (2005) Know dieting: Risks and reasons to stop. Retrieved from: http://www.nationaleatingdisorders.org/uploads/file/ information-resources/kNOw%20Dieting%20Reasons.pdf. Perry, B. (2009). Doing gender and doing gender inappropriately. Sex, Gender and Sexuality: The New Basics. Oxford University Press, Inc. p. 417-440. Rohlinger, A. Deana. (2002) Eroticizing Men: Cultural influences on advertising and male objectification. Sex Roles, 46, 61-74 Rouner, D., Slater, M. D., & Domenech-Rodríguez, M. (2003). Adolescent evaluation of gender- role and sexual imagery in television advertisements. Journal of Broadcasting and Electronic Media, 47, 435-454. Teen Magazine. (2009). Under misrepresented: Media’s portrayal of women. Negative Effects of Media. *(1) Tkarrde. 2003. Body Building. “Whose Body is This?” Society’s Ideal Male Body. Retrieved from: http://www.bodybuilding.com/fun/par34.htm. |
What you can do to helpHELP by accepting women's natural beauty, not the ideal beauty. ACCLIMATE yourself about how ads are insulting to men CHALLENGE the active portrayal of gender stereotypes |