Killing Us Softly 3 is a new production of the media education foundation. This documentary tells us who we are and who we should be. What does advertising tell us today about women? It tells us just as did it 10 and 20 and 30 years ago that what’s most important about women is how we look. The first thing the advertisers do is surround us with the image of ideal female beauty so we all learn how important it is for a women to be beautiful and exactly what it takes. Advertises has increased from $20 billion in 1979 to $180 billion in 1999. The average American is exposed 3000 ads per day and 3 years form her/ his life watching TV commercials. The Ads are in everywhere such as radio, television, newspaper, magazine,billboard and bumper stickers.
The presenter gave a lot of pictures of ads and especially ads for women like makeup, perfume, wine, branding clothes, sunglass and jewelers. In some of her pictures she gave the image that the boys have which is aggressive and the girls have which is beauty. Also, she talks about the models and she said that there are 3 billion women who don’t look like supermodels and only 8 who does.
I think this documentary is very educational. In fascinating detail, Kilbourne decodes an array of print and television advertisements to reveal a pattern of disturbing and destructive gender stereotypes. Her analysis challenges us to consider the relationship between advertising and broader issues of culture, identity, sexism, and gender violence.
Finally, I like this documentary it shows how should human especially women should be treated in the media, so she can get more respect in real life. I which that producers and models start to think this way( respect humanity) more than thinking just how to sell their product and get salary. So because of the popular culture, women are treated as as object that should have a perfect body, beautiful face, fashionable and how a lot skin in order to be wanted and noticed.