Killing Us Softly 3

After watching the third version of Killing Us Softly, my disdain for any entity that objectifies and disrespects women only grew. However much the most empowered women claim to rise above the negative imagery this culture constantly hurls at them, I still believe every woman is affected. Its surprising to me that they aren’t any laws or regulations in place to bring the era of hyper-sexualization and objectification to its end.
I also feel that the talk could have been more effective had she touched more on the harming effects toward men. While Kilbourne mentioned that men are treated similarly, the talk quickly resolved that women have it much, much worse. I think if she had given issue the same amount of potency, in defense of men, there would be a much wider crowd against these advertising agencies and the possibility of movement more possible.
There were so many specific instances in the film where the information was just so spot on to the reality we inhabit. I think one of the most important ideas was that the women’s body type we see on the television is a genetic inheritance to less than 10% of the population. As this body type is all we see, it is no wonder that 1 in 5 girls and women have an eating disorder and surely 4 out 5 women and girls are particularly careful with their diet for the sake of looks. Over-sexualization of advertising is so unhealthy for our cultural beliefs regarding individual sexuality and relationships. As mentioned in the film, relationships are rarely emphasized and when there is often an image of violence. Women are often portrayed as vulnerable, submissive and seductive, a deadly combination.
What struck me the most was how gender stereotypes are marketed to children at an extremely young age. Aggressive, dominating males and passive, beautiful females clutter toy packaging, commercials and children’s clothing magazines. Not is this extremely effective in enforcing these archetypal images of man and woman but includes the idea of sex as well. The narrow and insensitive image is rarely accepting of same-sex or ethnic couples.
Kilbourne used a number of rhetorical and persuasive techniques in her talk. She certainly appealed to the plain folks in the audience by distinguishing them from the women on the screen. Repetition of the words like “trivialization”, “sexualization” and “objectification” made them further resonate and strengthened the argument. Kilbourne’s biggest accomplishment was to set the audience against the advertising industry and, in turn, empower them.