Commodfying Sex

In the United States, we recognize a goodness as something that is in demand; as a output that is craved; as a good that is mass-produced and can a lot times be purchased. This savvy of a commodity does non seem to raise any sort of ethical or moral issues at first glance; however, when we realize that our bounteous definition surprisingly includes the human personify due to the particular we live in a time where pornography and advertizing be far too prevalent I deal we are forced to question not only our understanding of the concept, but more strategicly the role this commodification of the human body plays in reiterating gender stereotypes and gender inequality.
According to Robert Goldman (1987), a commodity sign designates the joining to corroborateher of a named material entity (a good, product or service) as signifier with a meaningful pick up as signified. The entire purpose behind creating these associations is selling commodities. contemporary advertizing teaches us to consume, not the product, but its sign. What it stands for is more important than what it is (694). Therefore, when women in America are commodified constantly in the images that advertising present, then even readers who share tactic social association about how ads work, may produce disparate interpretations of what is meant.




There are a number of researchers that have looked at the role portrayals and representations of women created in our society, primarily in advertising, that have led to the commodification of women.

Jan Kurtz (1997), for example, states that when females appear in ads alone, the stereotype of the female as domestic provider who does not make significant decisions, is dependent on men, and is essentially a sex object, is often exemplified. Representations
of women in advertising, over the years, have tended to high spot beauty (within specialise conventions), size/physique (again, within narrow conventions), sexuality (as expressed by the above), emotional (as...If you want to get a full essay, order it on our website: Ordercustompaper.com



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