EC 6: Killbourne

Killbourne’s argument mainly consisted of her depiction of the advertising power of the corporate world. In a quick summary, she ultimately claims that advertising has the power to create and implement ideologies into the minds of society. In this case, advertising is creating an ideal image of women. In the advertising today, women are seen only acceptable through transformation of the body. However, most of this transformation becomes the gaze of men. Advertising gives the idea that women must change in order to please their male partners. From this ideal also comes the objectification of women. In advertising, women are seen somewhat as commodities of exchange and are seen significant only through their beauty. Thus, men feel a sense of superiority over the women and view them as objects. Thus, Killbourne also argues that women have been subjected to violence as a result of the advertising world. Through giving examples of advertising, she creates a very convincing argument.