1990 ). The study by Courtney and Lockeretz ( 1971 ) also found that advertisements rarely showed women in working roles , but rather they were used as mere attractive decorations ( p . 93 ). This degrading portrayal of females in the media influences the way men perceive and treat women : as mere objects . Social learning theorists argue that the constant exposure to media ’ s sexual depiction of women might actually make the society find it more acceptable and standard , which will consequently allow the advertising agencies to alter moral and cultural values ( Zimmerman & Dahlberg , 2008 ). Thus , men will commence to perceive women just like they ’ re portrayed in the media , and this representation largely affects how women are seen and treated , particularly in the workplace . In her article about female discrimination in the workplace , Taub ( 1980 ) argued that “ to make a woman ’ s advancement on the job depend on her sexual acquiescence is to continue her status as a man ’ s property or plaything ” ( p . 369 ). This statement emphasizes the direct imprints that media ’ s constant objectification of women has left behind , making women seem less like people and more like property . Men perceived women as inferior to them , both intellectually and professionally and they treated women likewise . Back then , sexual harassment of women was not unusual in the workplace , and if the women refused , they were at risk of getting fired . This aspect reflected the “ stereotypic assumption concerning malefemale power relations and woman ’ s proper place ,” implying that women did not belong in the workplace , and thus , they were harassed by certain males ( p . 370 ).
Nowadays , the inferior and powerless portrayal of women is almost absent , but women are still being objectified in the media in terms of their sex appeal . Sexual objectification of women is absolutely degrading and dehumanizes them as they are not seen as people , but as sexual objects . Advertisements are incredibly influential as they ’ re able to reach a mass audience , and nowadays they depict women in a very sexual manner by revealing great amount
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