Advertising does sell products of course, but it also sells a great deal more than products. It sells values, it sells images, it sells concepts of love and sexuality, of romance, of sucess, and perhaps most importantly, of normalcy.
Here's a shocking ad for you to look at while you ponder all this:
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"She was asking for it! Shop at JCPenney!" I found the above image at a very interesting site called Gender Ads, which teaches you how to analyze the layers of meaning found in advertisements. It's worth checking out. In her lecture, Kilbourne shows us an ad with the headline, "You have the right to remain sexy!" She says:
You have the right to remain sexy. Which, according to this ad, really means "the right to be a sex object". The right to be passive, the right to have our sexuality defined in a rigid, shallow, extremely limiting and cliched way.
Selling images of sex to asexuals won't make us buy a product, but selling us images of sex as universal will make us buy into standards we can't meet. If I can, I'll try not to let ads just wash over me, but to really look and understand them. Just like we can choose what kind of oversized energy drink to buy, we can also choose what parts of society's "guidelines" we buy into. We're told, in some part by advertising, that we can't. That's why so many asexuals, and myriad other sorts of people, think there's something wrong with them. But here's what JCPenney doesn't want you to know: We can. At least, I'd like to think so...