In our society, women are portrayed as highly sexualized beings that evoke feelings of fantasy and desire that are shown in all aspects of media. To be in the public eye, it helps if one is thin and beautiful, and by society’s standards at that. These characteristics make a woman marketable, and that is a valuable trait when trying to succeed socially.
In her article entitled “Compulsory Heterosexuality and Lesbian Existence,” Rich not only refers to the idea of “compulsory heterosexuality” as society pushing women into heterosexual roles, but also speaks of the characteristics associated with and expected of women in these “normal” heterosexual relationships. She cites Gough’s essay, “The Origin of Family,” in explaining the ways in which women are subjected to the power men hold over them in these relationships. Several of the eight methods that men use deal with sexuality, and are key factors in the over-sexualizing of women in media. Gough speaks of ways that men force male sexuality upon women, one of them being the images commonly shown in pornography of women displaying expressions of pleasure when being subjected to violent sexual acts. She also talks about the ways that men prohibit women from expressing sexual desires that are not directed towards them. Both of these acts promote the idea that it is the duty of women of women not only to adhere to the norm of heterosexual relationships, but also to appeal sexually to the partner in their relationship.
The over-sexualizing of women is apparent in all aspects of media, but is perhaps most often and obviously used in the production of advertisements. A prime example of this is the Go Daddy commercials. Although all of them employ tactics involving the practice of over-sexualizing women, this particular ad emphasizes the use of these devices:
In her article entitled “Compulsory Heterosexuality and Lesbian Existence,” Rich not only refers to the idea of “compulsory heterosexuality” as society pushing women into heterosexual roles, but also speaks of the characteristics associated with and expected of women in these “normal” heterosexual relationships. She cites Gough’s essay, “The Origin of Family,” in explaining the ways in which women are subjected to the power men hold over them in these relationships. Several of the eight methods that men use deal with sexuality, and are key factors in the over-sexualizing of women in media. Gough speaks of ways that men force male sexuality upon women, one of them being the images commonly shown in pornography of women displaying expressions of pleasure when being subjected to violent sexual acts. She also talks about the ways that men prohibit women from expressing sexual desires that are not directed towards them. Both of these acts promote the idea that it is the duty of women of women not only to adhere to the norm of heterosexual relationships, but also to appeal sexually to the partner in their relationship.
The over-sexualizing of women is apparent in all aspects of media, but is perhaps most often and obviously used in the production of advertisements. A prime example of this is the Go Daddy commercials. Although all of them employ tactics involving the practice of over-sexualizing women, this particular ad emphasizes the use of these devices:
First of all, the commercial stars a woman with the physique of someone who would be considered “sexy” by modern standards of beauty. She is curvaceous yet thin at the same time. It appears that she is interacting with the man in a professional setting, yet is wearing a very revealing outfit, emphasizing the fact that women are expected to appeal sexually to men in all situations, even in a professional situation. She also uses her looks to get her way in the ad, acting in a more and more sexual way until her documents are approved. In employing this technique in the advertisement, it is implied that in order to be successful and happy in one’s life, one must appeal sexually to the opposite sex in order to attain what one desires. Also, the use of this scene in the ad to begin with stresses the over-sexualizing of women in media since the scene used has nothing to do with the service being advertised. The use of this scene is only used to draw the male viewer in, rather than actually explain the service provided by Go Daddy, once again emphasizing the practice of over-sexualizing women in media.
Overall, in all aspects of consumer culture presented through the media, Rich’s idea is presented through the practice of over-sexualizing women. In doing this, the idea that women are expected and encouraged to present themselves in sexually appealing ways to men is emphasized. The Go Daddy commercial is an excellent example of this as it employs the use of a sexual scene and does this without reference to the service being provided by the website being advertised. Over-sexualizing women has become not only a way of evoking interest in an audience, but is also now seen as a duty women owe to the men in their lives.
Overall, in all aspects of consumer culture presented through the media, Rich’s idea is presented through the practice of over-sexualizing women. In doing this, the idea that women are expected and encouraged to present themselves in sexually appealing ways to men is emphasized. The Go Daddy commercial is an excellent example of this as it employs the use of a sexual scene and does this without reference to the service being provided by the website being advertised. Over-sexualizing women has become not only a way of evoking interest in an audience, but is also now seen as a duty women owe to the men in their lives.