Bringing de-motivation to women everywhere!
Questions to consider:
- What is the first thing we see in this advertisement?
- What is the advertisement selling?
- What do the words in the advertisement say?
What We Think:
This advertisement is sending a message that women don’t have to apply themselves (a.k.a. work) – they only have to be attractive. Copy (text) like “don’t apply yourself unnecessarily” and “Quench works all day, so you don’t have to” implies that any effort outside of being attractive is “unnecessary”. Way to encourage women to follow their dreams, Olay! Furthermore, all we see are this woman’s legs. Using women’s body parts in advertisements may seem harmless, but it is often detrimental to women’s identity and status in society. As just a pair of legs (or a midriff, or breasts…), women are no longer seen as whole people, but objects. Turning a person into an object is dangerous because an object has no feelings, making it easier to justify violence against the person being objectified.
Objectification theory posits that the ubiquitous objectification of women in our culture encourages body dissatisfaction, eating problems, and other mental health concerns among girls and women. (Frederickson & Roberts, 1997)
Click here to tell Olay that women are more than just a pair of legs!