Gender and Sexuality/ Sex in advertising
Sex in advertising is used to draw attention to customers in order to sell. In this commercial it shows Kim Kardashian as a symbol of what "you can be" if you wear Sketchers, Shape Ups. Apparently Sketchers Shape Ups will make you ditch your hot trainer and as Kim put it "Bye Bye trainer, Hello Shape Ups". According to the Federal Trade Commission, Kim Kardashian recently used her body to endorse a product that doesn't work as advertised. The Skechers shoes Kim Kardashian tried to convince you to buy doesn't work. The media makes society believe that we're supposed to look a certain way and uses sex in advertising to sell it. Women bodies are being portrayed in the media to sell product, most products that dont have anything to do with sex. The idea of the objectification of women is using women's bodies and turning them into objects. The thought that a woman is never happy with her body has become so accepted that the media has taken good looking women to sell products that would make them "look better". The message that is being given through the media and through advertising is a major factor in women’s poor body image. Only through awareness of what these messages are truly saying and symbolizing can the consumer understand what they are being sold and it is rarely merely a product.