Reader Review- Kilbourne, "Two Ways A Woman Can Get Hurt"

“Two Ways A Woman Can Get Hurt”

Jean Kilbourne

October 20, 2012

Reader Response

Author, Jean Kilbourne, begins her piece by purposing that women are sexualized and degraded in modern society by sexually aimed advertising.  She argues that men and women in the media are misrepresented as sex symbols and tools.  But more so that women are characterized as inferior in comparison to men.  For instance, she says, “The woman is rewarded for her sexuality by the man’s wealth.” Media advertising has for a long time chosen to appeal to either women or men specifically. In one ad she explains, how a tie company advertises ties by seeing ties laid in a messed up bed, as if indicating that this brand of tie will help you get laid. This also sends out mixed message to men that a tie will actually help them score with women. She also shows an advertisement in which a man is standing over a woman while the women is saying, “no” but laughing or possibly screaming. Jean explains how men are encouraged to not take “no” for an answer, an idea that she believes is the cause for many rapes. In Europe, advertisements are used that actually show men attacking women, supposedly because she is wearing a specific pair of jeans. Other acts of violence toward women are used. They even get to the point where women look purposely submissive and sexually inviting. Such tactics are still used today, even going so far as to encourage young women to tease and act submissive.  Kilbourne points out that when these advertisements are displaying violence towards women, that violence will soon become more socially acceptable in our modern day society. In addition, advertisements that encourage women and young girls to act in a submissive, teasing manner further promotes sexual harassment and violence when resisted.   

I agree with Jean Kilbourne's opinion that these types of ads can harm us more than they can help us. In addition, I agree with her argument about how most men can't take no for an answer, and it almost looks like in some of the ads that the woman is saying no, can actually be depicted as a come on. This gives a false message to young men about women’s true intentions.  I also like how she explains that women can be very judgmental and even cruel when it comes to another woman's sexual behavior. This is so true, deep down, I think that most girls like to depict themselves as good girls and that can be reassuring. This is all the thinking that if we maintain the "good girl" image, we will be safe and respected.

I believe it’s important and is our responsibility as consumers and citizens to scrutinize and reflect on marketing and advertizing.  Bringing light to the real messages we are giving to the public and to our children. We need to be educated and aware of exactly what marketing advertizing is created to accomplish in our society.