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Sex Sells, at What Cost? Female Sexualization in Fashion Advertising Main Menu

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Introduction
A picture is said to be worth a thousand words, but the words spoken by sexualized images of women depict a larger narrative. Among the industry of fashion marketing women have upheld an oversexualized representation, contrasting with the representation of men. The message has always been clear in establishing that men should exhibit power, while women should exhibit submission. Originally communicated through mannequin displays, digital advertisements now convey these non-verbal messages teaching society to maintain patriarchal values, and reinforce gender imbalances. However, was this sexual representation of women truly generated from the fashion industry, or was it simply the compliance of this industry that contributed to the growth of this representation? By examining the historical roots of women's sexualization, and the moment this tool of power was appropriated, this phenomenon will be traced from its origins to present-day consequences. Digital advertisements from brands such as Polo Ralph Lauren, Calvin Klein, and American Eagle will be used to trace how the object of a submissive woman has prioritized male power and pleasure.
Call To Action
The way that “female identity in advertising is almost exclusively defined in terms of female sexuality.” (Reichert and Lambiase 228) must be redefined. Just because “the male figure cannot bear the burden of sexual objectification” (Mulvey 7) does not give them the right to apply this burden onto their female counterparts. Fashion advertising must put an end to teaching women that they “are interesting because of their body parts. This fragmentation is problematic as it equates women with their distinctly female bodyparts” (Reichert and Lambiase 232). Along with this impact on women as individuals, collectively as a society it is harmful as it facilitates stereotypical power dynamics by subconsciously “communicating social norms that define what is acceptable or desirable” (Sacoto et al. 10). By examining both historical origins and modern examples, it becomes clear that fashion advertising does more than sell clothes, it “teaches us to consume, not the product, but its sign. What the product stands for is more important than what it is” (Reichert and Lambiase 228). Recognizing these patterns of representation in the fashion industry is an important step toward encouraging more balanced and respectful values among the patriarchally favoured society.

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