My Writing Portfolio Objectification of Women in the Media | Page 2

portrayed as being more in control and superior to women. The 1960s were the pinnacle of
gender inequality, as most advertisements showed men being powerful and independent, whereas
women were seen as obedient objects with the sole objective of satisfying the man. Various
major corporations advertised their products in this stereotypical sexist manner, an example of
which is the controversial advertisement of the Kenwood food processor, which stated, “The
Chef does everything but cook – that’s what wives are for!” (Daily Mail, 2012). This example
establishes the primary job of a wife: to stay home and cook for her husband. The same article
from Daily Mail displays another advertisement for a male clothing brand, which includes a
picture of two men standing tall on a cliff and communicating, while one of them is holding a
string from which a woman is hanging. This advertisement is a despicable show of chauvinism
where, once again, women are objectified as the writing on the advertisement states that women
are “a drag” when it comes to outdoor activities, implying that their place is at home. Most
advertisements seemed awfully sexist during that time, and this was one of the incentives behind
the rise of the feminist movement in the 1960s. These feminists believed that “ads during this
time period portrayed women as stupid, submissive, purely domestic creatures” (Catalano,
2002). Courtney and Lockeretz (1971) conducted a study examining various advertisements in
the 1960s and 1970s, and they concluded that numerous stereotypes about women were present
in the advertisements, such as the idea that women are utterly dependent on men and they are
unable to make decisions or do important things (p. 94).
Gender discrimination was a major issue in the workplace in the twentieth century, since
women’s place was stereotypically in the house, whereas men went to work and were the income
producers. The way that media represents female bodies is the consequence of the “male gaze,”
which is the way men view women as objects, particularly in patriarchal societies (Shields,
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