Jean Kilbourne presented a very persuasive argument through the third installment of her documentary series, "Killing Us Softly 3." She highlighted the negative impact sexist media advertisements can have on women.
My attention was caught through the following statistics: In 1979, $20 billion a year was spent on advertising. In 1999, the year the documentary was made, $180 billion was spent. Kilbourne pointed out that the average American spends three years of their life watching commercials. Her point was that media ultimately sells normalcy because their influence is so great.
She then transitioned into the impact this media-dictated normalcy has on women. The media plays on the American value of hard work: if women just work hard enough, they can achieve the "ideal image." In reality, the image of women portrayed in the media is completely unrealistic. A very small percentage of women actually look like this "ideal image," and almost none of them are actually similar to the photoshopped pictures in magazines.
Kilbourne connected this idea with one of her strongest points: the sexist media is putting women in their place. For example, she believes that emphasis on certain body parts (breasts, butt) of women in advertising makes them an object, instead of a human being. Another example is the craze over thinness: Kilbourne believes this is a way of silencing women. The sexist advertising wants to cut them down to size.
This idea of silencing women was also present in her argument that sexist advertising increases violence against women. By having a cultural climate where a women is a thing, "violence becomes inevitable," Kilbourne says. This climate is not helped by the fact that masculinity means violence and brutality in our society.
All in all, I was convinced by Kilbourne's arguemnt. She skillfully weaved an image of the negative impact of the media on women in our society.