Killing Us Softly: Women in the Media

The beginning of April marks the end of Women’s History Month and - as well as mass walks and festivals - it was a time for the world to reflect on how far awareness of women’s rights and gender disparity has come over the past few centuries. Certainly, a part of the world that reflected (and defined) women’s place in the world was advertising. Ex-model, author and advocate for media literacy Jean Kilbourne has closely followed the trends in advertising with regard to the use of women’s bodies. Initially released in 1979, her series of world-renowned lectures titled Killing Us Softly tracks the history of women in advertising, the changing landscape and how far we have come.

Digitally altered images

Ever since women’s photos first appeared on the covers of glossy magazines, designers have been all too happy to nip and tuck away any ‘undesirable’ folds or wrinkles. But one of the most disturbing realities Killing us Softly highlighted was the lengths designers would go to in pursuit of the ‘perfect woman’. Turns out, the perfect woman doesn’t exist - she is often constructed from different women’s facial and body features. Nothing like breaking into the modelling industry and seeing your cheekbones on the front cover, albeit next to another model’s mouth.

Both on front covers and Instagram, the landscape is changing. Countless magazines and websites have made a promise to their readers to represent real women and make it explicitly clear if enhancement has been used. On social media channels, models have also taken a stand to show that while their most beautiful posts are taken at all the right angles, they also have less flattering photos just like you and me. Now, isn’t that beautiful?

Violence

Some of the most extreme cases of advertising hurting women is in the depiction of violence or murdered models. It’s chilling when you know what you’re looking for: models cowering in a corner, groups of male models surrounding a vulnerable-looking woman or - the most extreme case - a model’s unconscious body in the trunk of a car.

Fortunately, advertising regulatory boards have now made it almost impossible for adverts like this to make it through to consumers. As well as acting as a preventative measure, the Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP) name “Non-compliant advertisers”, to help consumers make informed decisions about who they support. They also provide plenty of resources to help advertisers and consumers take an active role in creating an uplifting experience.

Lifting Each Other Up Strongly: Women’s future in the Media

While harmful advertising isn’t unheard of in our society, it’s certainly on the way out. And it’s because of discussions started by the likes of Kilbourne. The solution is simple: truthful advertising will always win. If people can see themselves in an advert, the conversation is transformed from “I don’t want to look like me; I want to look like her” to “Maybe this product is right for me”. It’s the best recipe for self-loving customers and a healthier relationship to nurture with the products on offer.