“How Dirty Boys Get Clean” – on sexual objectification of women in advertising before and after #metoo era

• Authors: Aleksandra Matysiak

Title variants

PL

„Co zrobić, żeby niegrzeczni chłopcy się nie pobrudzili” – o seksualizacji kobiet w reklamach przed i po nastaniu ery #metoo

Abstracts

PL

Sposób przedstawiania kobiet w branży reklamowej stanowi temat gorącej debaty od przeszło czterech dekad. Reklamodawcy na całym świecie są konsekwentnie oskarżani o utrwalanie niewłaściwych i poniżających stereotypów kobiet, dotyczących między innymi ich ciał oraz narzucania im przypisanych ról w społeczeństwie zdominowanym przez mężczyzn. Chociaż w ostatnich latach  świadomość społeczna na temat takich szkodliwych praktyk wzrasta wraz z pojawieniem się ruchu #metoo, a także dzięki niektórym znanym markom promującym koncepcję wzmocnienia pozycji kobiet – do znaczącego postępu w kierunku przedstawiania kobiet w sposób szanujący ich godność i unikający sprowadzania ich do obiektów seksualnych nadal jeszcze czeka nas długa droga. Głównym celem niniejszego artykułu jest analiza reprezentacji kobiet w wybranych  reklamach na przestrzeni dwóch minionych dekad oraz próba ustalenia czy – a jeśli tak, to w jaki sposób i w jakim stopniu – w ostatnich latach nastąpiły jakiekolwiek zmiany w tym aspekcie. Ponadto artykuł ma na celu przedyskutowanie możliwych implikacji seksualizacji we współczesnej reklamie, ze szczególnym uwzględnieniem potencjalnego przejścia od uprzedmiotowienia seksualnego do subiektywizacji seksualnej.

EN

The portrayal of women in the advertising industry has been a topic of ongoing debate for over four decades. Advertisers worldwide have been consistently accused of perpetuating inappropriate and degrading stereotypes of women, including their bodies and their perceived roles in a male-dominated society. Although recent years have seen increased public awareness of such harmful practices, with #metoo movement and some prominent brands promoting the concept of women’s empowerment, significant progress towards portraying women in a manner that respects their dignity and avoids reducing them to sexual objects still remains rather elusive. The primary objective of this paper is to analyse the representation of women in selected printed advertisements from the past two decades of advertising and determine whether there has been any significant shift in recent years. Additionally, the paper seeks to examine the possible implications of sexual objectification in contemporary advertising, with a particular focus on the potential transition from sexual objectification to sexual subjectification.

Keywords

PL

seksualizacja; uprzedmiotowienie kobiet; kobiety w reklamie; stereotypowe przedstawianie kobiet

EN

sexual objectification; women in advertising; stereotypical portrayal of women; self-objectification

• Publisher: Akademia Humanistyczno-Ekonomiczna w Łodzi
• Journal: Językoznawstwo
• Year: 2024
• Volume: 20
• Issue: 1
• Pages: 235-256

Dates

published

2024

Contributors

author

Aleksandra Matysiak

• Uniwersytet Jana Kochanowskiego w Kielcach

• https://orcid.org/0000000271240453

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Identifiers

DOI

10.25312/j.8476

Biblioteka Nauki

38088801