Killing Self-Image

A Case Study on "Killing us Softly"

In a world constantly consuming media, one’s self-image can be erected by the believed expectations of others that are portrayed by elements shown on television or in magazines. In “Killing us Softly,” Killbourne suggests that the media influences society’s view of women by objectifying their bodies and pushing impossible beauty standards. She believes that the skinny, submissive image and the selective, singular body parts portrayed by popular advertising ultimately warps women’s views of themselves and could potentially cause harm to young girls striving for acceptance. I agree with her hypothesis. If ads use severely thin models and pose them in subjective positions, the reflected appraisal of young girls viewing the ads will be one of self-doubt and submissiveness. The same goes for female body parts, hacked off from the face and used as objects for product promotion, most often in a sexual matter. When statistics are given relaying the increase in anorexia, depression, and other such social issues, it is easy to make the connection between the negative advertising described and the impossible standards it insinuates.

                Advertisements that piece together body parts to make a fake woman or turn women into beer bottles objectify and scrutinize women because they make the assumption that all women should look and act like such. Ads use hidden-fear appeal to play upon the self-consciousness of women, making them feel insecure about their looks, therefore driving them to buy products that vow to make them beautiful. The advertisers at blame would surely claim there was no actual malice that went into the creation of the images and would brush off the accusations with quips like “it was meant as a joke” or “it was chosen for the pure design factor and no further message was intended.” Companies can plead ignorance and try to remove the liability, claiming there is no evidence of agenda setting or otherwise harmful messaging interlaced with their products. Unfortunately, the intent in most cases cannot be proven, which neither refutes nor disproves the claims made against producers who churn out degrading or potentially harmful ads.

In order to understand how companies can get away with the use of ads that slander women, one must look at the rate of media consumption in our society. When something is forced down our throats from birth, we tend to accept it without thinking. The number of ads that objectify women is staggering, but the impact of these messages has not been a slap to the face—these images have been circulating through popular culture for decades, slowly seeping into society’s subconscious. Cumulative effects suggest that over time, the portrayal of women shown through advertising becomes the social norm. There has not been more outrage about the degradation of the female body in the media because society is just now realizing the harmful nature of such disrespectful and suggestive advertising.

Females are not the only gender abused by a manufactured media image. Advertising tells young men a variety of negative things. For instance, they need to be tough and rippling with muscles. The reflections of male models in magazines tell society that man is not a man if he does not look like a chiseled sculpture. The stereotype of macho-ness also includes the inability to cry and the annihilation of the feminine side. Men are portrayed as stoic flexors of strength, towers of tanned flesh that preform physical labor like fighting fire or herding cattle. The association principle links these traits to men and suggests to young ones that manliness is a virtue defined only by ridged media stereotypes. This takes all of the hope away from boys who are scrawny or like romantic comedies, among hundreds of other traits.

Although the effects may be harmful to society’s youth, the continuation of such advertising is not surprising. Sex, whether positive or negative, sells. Most companies have the same number one priority—to sell their products. But there are many more advertising options to be considered aside from sex or body image. If I were in such position of authority, I would try not to use any images that encourage negative views of women (or men) that could harm my audience. There are other socially loved things besides sex, an example being adorableness—the cute factor, once applied, tends to increase popularity. The problem with originality lies in resources. It is hard to create new ideas and images without being drab or crossing social lines. Innovation is more powerful than regurgitation, but it is much easier to be a copycat than a revolutionary.