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The issue of sexism in advertising is more socio-political than philosophical. Advertising customers benefit from the exploitation of gender stereotypes, and it is necessary that women and men speak out against such advertising. Advertising often depicts a woman's naked or semi – naked body, and very rarely-a man's. Women are often depicted against the background of goods, and men are often depicted as ” owners of goods and women.” The poses of women in this case, in many cases, depict submission. A man is often depicted with multiple women, which imposes a double standard of monogamy for women and polygamy for men. Such advertising imposes strict standards of appearance for women and actually assigns a woman the role of a commodity, in connection with satisfying the desires of men in sex to the detriment of their desires in conditions of material dependence on men. There is also advertising, most often ambiguous, directly exploiting gender inequality in sexual relations.
Advertising promotes masculine gender roles for men, involving mandatory self-confidence, high-income and consumption standards that all men cannot meet, encouraging risky behavior, and sometimes even encouraging aggression and violence, including sexual violence and harassment against women.
Most of the advertising aimed at women is advertising beautiful, often uncomfortable, clothing, cosmetics, various jewelry and household chores. Sometimes these ornaments are promoted as necessary for women themselves, but in many cases it is explicitly stated that they are needed to attract and retain a man. In many cases, such products are bought by a woman in an ad by a man who is usually dressed in expensive clothes, often against the background of a” frankly ” dressed woman. Jewelry is often given the mythical property of arousing sexual arousal in women, or jewelry is directly associated with the sexual desires of men, which is associated with the orientation in matters of sexuality to the interests of men to the detriment of the interests of women. Advertising often reduces a woman's personality only to external qualities. Women in advertising are often called or depicted as “carefree”, which is associated with the myth of a carefree life in conditions of material dependence on a man, infantile, emotional, cute, and in connection with other feminine roles associated with discrimination and oppression of women.
Men are more often portrayed as having paid jobs than women, and very rarely as having a home or children. Men are more often depicted in traditionally male high-paid professions, while women are more often depicted in traditionally female low – paid ones. Advertising often shows women as incompetent in technical matters, and men as incompetent in household matters, which also inculcates gender roles and gender inequality.