Water-based Sexism



For the male-dominated Japanese advertising industry, water is a boon

It provides an excellent excuse to divest women of clothing and display skin

It is an opportunity that TV advertisers in Japan take maximal advantage of


Consider the possibilities...
Office ladies, dreaming of Bali...
All at once, rip off their work clothes...
and swim down the street


The ubiquity of similar incidents of licentious (and generally self-willed) female display necessitates us to consider the reproductive potential of such communications


Of course, It is not only in relation to water, but beyond, as well...


The objectification and sexualization of women is an endemic aspect of Japanese commercial culture

As communication researchers, sociologists, anthropologists, Japanologists -- perhaps more importantly, as human beings -- it is reasonable to wonder about media effect...

It is reasonable to ask whether such images carry over into the everyday lifeworld

and if so, with what effect(s)




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