The phrase “sexual objectification” has been around since the 1970s, but the phenomenon is more rampant than ever in popular culture–and we now know that it causes real harm. If objectification is the process of representing or treating a person like an object, then sexual objectification is the process of representing or treating a person like a object, one that serves another’s sexual pleasure.
How do we know sexual objectification when we see it?
Conflating women with food is a common sub-category.
This PETA ad, for example, shows Pamela Anderson’s sexualized body divided into pieces of meat: And this album cover shows a woman being salted and eaten, along with a platter of chicken: In the ad below for Red Tape shoes, women are literally for sale and consumption, “served chilled”: 7) Does the image treat a sexualized person’s body as a canvas?
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In this “spec” ad for Pepsi (not endorsed by the company), a boy is being given permission by the lifeguard to “save” an unconscious woman: Likewise, this ad shows an incapacitated woman in a sexualized position with a male protagonist holding her on a leash.
In it, I propose that sexual objectification is present if the answer to any of the following seven questions is “yes”: 1) Does the image show only part(s) of a sexualized person’s body?
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It’s ads like this that create a stigma on woman We think somehow we’d be stripped of respect if were sexy and I think it’s a shame.
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The image below, advertising Mercedes-Benz, presents just part of a woman’s body (breasts) as interchangeable and additive: This image of a set of Victoria’s Secret models, borrowed from a previous Sociological Images post, has a similar effect.