@boomerang,
boomerang wrote:I think the objectification of women is a feminist issue and that line has come up in many articles, editorials and online comments regarding the business.
I think this is an issue which feminists in the late 60s/early 70s created for polemical purposes, and may be a factor which lead them into their prudery. One can allege that women are not paid an amount paid to men for the same work, and have a solid statistical basis for that. However, it's a little more difficult to allege that women are being exploited sexually when there are no bases for comparison. There are now male strippers, they've become rather common--but they weren't in the 1960s. Women whose work attire is scanty or revealing equally can be said to be exploited, but you need a rationale. After all, if a woman consents to show cleavage, and likes the money she's getting paid, how is that anyone else's business? So i suspect the objectification issue arises from that situation. Rape is pretty clear cut--ogling might be obvious, but alleging that it is harmful requires the application of a rhetorical position, and one which is not so clear cut.
I'm not saying that there is no objectification of women (or men for that matter--i don't recall that feminists complain about photos of shirtless men in advertising). I saw this at Facebook:
The image is from 1964. One can well ask what relevance women in bathing suits have to the quality of service at a gas station. The obvious purpose is to draw the eye of the potential customer. But i don't know that the ad can be said to suggest that if you go to that chain of gas stations, you will meet attractive women in bathing suits who want nothing more than to have wild, monkey sex with any man they meet.
The main thing which leads me to agree in principle with the concept of objectification is how ubiquitous it is. On the same Facebook page was this ad:
What does a very busty young woman showing a very modest cleavage have to do with a back-to-school sale? I think the intention is to draw the eye, but that leads to another problematic question. As women are the ones most likely to buy back-to-school items, are advertisers correct to use attractive young women to draw the eyes of the moms out there who will buy back-to-school supplies? It would be interesting to have some reliable data on that.
I think using sex to sell, or hinting at sex, is far more common now than it was in 1964. For a long time, there was an ad i would see at Facebook for solar panels, and it showed a woman in a white sweater with an impossibly large bust (to me, it seemed obvious that the image had been photoshopped). After i saw that, i paid more attention, and almost all ads, i'd guess 90% or more, show a smiling, attractive woman, and many of them show a woman with a large bust, some of them showing women in revealing clothing. Just because 60s feminists "created" the issue of the objectification of women for polemical positions doesn't mean they were wrong about it. For me, the important questions would be: why is the same technique used in advertising which rather obviously targets women? What could account for the success of the method--more than 40 years of using attractive women to sell products to other women does argue that it's successful, because ad agencies who don't get it right don't keep their customers. Is it objectification when a shirtless man is the center of the ad? This is a PETA ad, fer chrissake:
So, while militant feminists almost 50 years ago may have got it right about the exploitation of women, i have many, many questions which cannot be answered by such a simple-minded formula.
Of course, as has been pointed out by many others here, not just by me, if a woman is willing to display herself for pay, is it any business of ours? I have a problem with interfering in anyone's choices if one cannot show definite harm being done to the individual concerned.