Task E

One conclusion that can be drawn from the issue is that society as a whole is becoming more used to seeing exposed women in advertisements. According to a study performed by Amanda Zimmerman and John Dahlberg “young women today are more forgiving of companies that portray females offensively in their advertisements than young women were a decade ago.” The participants also agreed that although the advertisements were sexualised, they were not offensive or unethical. This shows that the constant exposure to objectified women in beer advertisements and the like is normalising sexist images. As mentioned in task c, the Advertising Code for New Zealand specifically states that sexual or discriminating images may not be used in adverts. This breach of regulation can cause an increase in other media forms adopted the same practices, which is another conclusion that can be drawn. It was in 1949 that woman first started being used for the sale of beer through the invention of Mabel, the blonde bartender. This has, in turn, influenced other types of media such as music videos, television shows and movies. The increase in sexual images being received by the public has continued to influence the increase of objectification and sexuality in the media. Sexualisation and objectification of women needs to stop being an expected feature of advertising, particularly beer advertising. This issue is teaching people that discrimination is alright and how to do it effectively.