What we found...Although we saw examples of the themes Kilbourne identified in her film, we also found examples of images that were not consistent with her findings and revealed more of a normalized sense of reality. It must be noted though that these advertisements were not as prevalent as those that were consistent with Kilbournes images.
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models that are not underweightNot every model has to be stick thin to extremes that they look ill. The curvy, full busted, hourglass shape is not only sexy, but a lot more normal. These body weights apply more broadly to the general population. They advertise healthy weight, while still looking beautiful and appear much more powerful.
Women's body languageIn comparison to our consistent findings of women's body language, these ladies are 5-inches taller, not only in height, but power and confidence. "YEA I SWEAT" I am a real woman; "HOW COMFORTABLE I FEEL WILL NOT BE DECIDED BY MY SWEAT GLANDS" I am doing this for me and not for a man. These two advertisements are very different from the one shown above that reads, "Feminine odor is everyone's problem" because these ads emphasize that it is their body and choosing a deodorant has nothing to do with men. They appear strong and beautiful sending out the message that we are equal to men, we are not objects or puppets, but people.
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Portrayals of menMen have the image that they have to be dominant, violent or masculine in order to be a real man. However, funny, fashionable, and feminine, do not make a man any less of a man. These advertisements reveal a softer more genuine man. So many ads portray men as strong, dangerous, and dominant, but these men are still men; they are just not portraying the stereotypical image of masculinity.
Gender neutralIn these ads, the man is not portrayed as dominant and the woman is not objectified.
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