Unveiling the Hidden Messages of Advertisements: A Look at Jean Kilbourne’s Killing Us Softly

Introduction

Jean Kilbourne’s documentary series Killing Us Softly has been lauded for its exploration of the insidious impact of advertising on women. Kilbourne argues that advertisements not only market unrealistic beauty standards, but also objectify and demean women, contributing to a culture of sexism and violence against women.

The Attainment of Unattainable Beauty Standards

Kilbourne begins her argument by asserting that ads promote an unattainable ideal of female beauty. This ideal is often based on unrealistic standards of thinness, flawless skin, and symmetrical features. Women are constantly bombarded with images of these unattainable ideals, leading to feelings of inadequacy and low self-esteem.

Objectification of Women in Advertising

Kilbourne further argues that women are often objectified in advertisements, literally turned into objects like beer bottles, cars, and video games. This objectification contributes to a culture in which women are seen as less than human, valued primarily for their appearance.

The Consequences of Objectification

Kilbourne argues that the objectification of women in advertising has several negative consequences. It can lead to:

• Increased body image issues and eating disorders: Women who are constantly exposed to images of unattainable beauty standards are more likely to develop negative body image issues and eating disorders.
• Sexual harassment and violence: The objectification of women in advertising can normalize the view of women as objects, which can contribute to sexual harassment and violence.
• Limited opportunities for women: Women who are objectified in advertising may be seen as less capable and less worthy of opportunities in other areas of life.

Concrete Changes to Counteract Problematic Messages

In order to counteract the problematic messages sent to women in advertising, Kilbourne suggests several concrete changes:

• Increased representation of diverse body types: Advertising should include more images of women of all sizes, shapes, and colors.
• Less focus on physical appearance: Advertising should focus on women’s accomplishments and achievements, rather than their physical appearance.
• More positive and empowering messages: Advertising should send positive and empowering messages to women, rather than messages that make them feel inadequate.

Limited Visions of Success and Normalcy

Kilbourne also argues that advertisements often “sell” a limited vision of success and normalcy. This vision of success is often based on wealth, material possessions, and physical attractiveness. This can lead to feelings of inadequacy and pressure to conform to unrealistic standards.

An Example of an Advertisement That Sells an Unfair Vision of Success

One example of an advertisement that Kilbourne might argue sells an unfair vision of success is the Calvin Klein ad featuring Kendall Jenner. The ad shows Jenner walking down a street in New York City, wearing nothing but a Calvin Klein bra and underwear. The ad is sexually suggestive and conveys the message that sex appeal is essential for success.

Conclusion

Jean Kilbourne’s Killing Us Softly is a powerful indictment of the advertising industry. She argues that advertisements not only market unrealistic beauty standards, but also objectify and demean women, contributing to a culture of sexism and violence against women. Kilbourne’s work is important because it helps us to see the hidden messages that are embedded in advertisements. By becoming aware of these messages, we can begin to challenge them and create a more equitable and just world for all.