When someone expresses the kind of message as a “nonverbal” type message, we most often think of “wordless” communication which, for most, first pops into mind. Certainly, there are many types of nonverbal communication in addition to what we think of just as “wordless” such as, gaze, touch, body language and so on which all happen to be types of nonverbal communication that are unconsciously used within our daily communication. These types of communication are consumed significantly in our everyday lives however, one form happens to be extremely exploited across the world, mainly through the media and examined right in front of our very own eyes inadvertently and that is body language. The use of body language acted upon in our world, through media, advertisements, and much more is mostly performed by women that sexually objectifies the female body in a sociocultural context. Essentially, sexual objectification is the act of using someone, mostly women, as a tool of sexual pleasure which connects a woman’s worth with her body appearance and sexual roles, primarily making her a “sex object.”
As I obtained my monthly issue of the Cosmopolitan magazine, I flipped through the pages as usual and started to recognize the considerable amount of exploitation on women’s bodies and sexual gestures displayed for even the smallest, simplest advertisements all through one typical magazine. One ad caught my attention because the page was thicker than the rest, an ad where DKNY was sampling a new perfume and had a flip fold to open for a sample smell on it. The advertisement has green apples and a woman nibbling her finger in a sexy, seductive kind of way with the words “be delicious” being that the green apple is the scent of the perfume. I found another one that DKNY has used on the same product but instead with a naked woman whose private areas are covered with the exact slogan “be delicious.” The use of these women is to show the target audience that the two, she and the apple are in comparison as far as being delicious. The idea is to get across that the girl is “delicious” as well as the green apples taste. So in this instance, the woman is used as an “object,” mainly a sex object where she and the apple play similar roles. I know such a simple advertisement as this one has been brought to you in depth but the point is to see the misuse of a woman’s appearance, body, gestures and so on to basically sell a product.
With the different types of nonverbal communication, I have fascinated myself mostly with kinesthetic (body language) type of nonverbal communication and how it plays a major role in our world as a whole. Other types are just as important, though with kinesthetic communication, it is sort of a mixture between visual and body language put together where one sends information through the use of body language to the receiving end and such as in this advertisement example, creating a visual for its audience. Just as this DKNY ad did and a whole lot of others, the visual is produced by what the target audience enjoys looking at and that is the misuse of a woman’s appearance in this instance.
Overall, within the media, on television, in movies, and in magazines, there will always be some form of sexual objectification of women in my opinion being that it is the number one way to sell something. My point is to see that sexual objectification of women is wrong and to see how the world overlooks these small yet most important issues in our everyday consumption of the media. With all this said, the aggravation mostly comes from portraying women as objects rather than treating them as simple human beings. This is how the advertiser communicates its products to viewers like us which is very easily overlooked by our society but at the same time tends to be a very humorless issue that is not often addressed.
Brown, Helen Gurley. (2012, August). Cosmopolitan. 233, 33-34