According to Kilbourne young females in our Westernized society should either rebel or follow the rules. Is there any other way? What if I don't want dieting neither rebel with black nail polish? What should i do? I can not call myself feminist but I am not depressed. Right now we, females, living in very strange society - everybody understands that media are providing wrong examples of the "IDEAL" shape, lifestyle, look, relations etc., but media magnates do not want to do anything to change it. Where is a human factor? Is it all bout money?
In the video" Killing Us Softly" we can see everything what feminists, anti racists gay and any other movements are fighting against. Who created those advertisements? Homophobes, racists? At every commercial women look as an object of desire without much of intelligence and of course half naked. After this video i was at some shock, because we are watching commercials every day but do not really paying attention to detail. One of my favorite and most disturbing commercial is a L'OREAL slogan "BECAUSE YOU'RE WORTH IT". Who can decide what i am worth or everything that i worth it is make up only?
As on the pictures on the top - females and males are represented in the different social roles and it is does not matter how old is the model. Females presented in a seductive, but passive position and males are as a leaders, hunters and very masculine. Same with the kids advertisements - girls are very feminine and on the group picture boys are obviously predominant.
Question is - why it is as it is? Answer is that we are living in the world of homophobes. What is proper for female is to be feminine and quiet and do no spread your opinion. Women should be seductive, skinny, sexy, provocative BUT not dominant. All what " we are worth" is to be beautiful.
