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Killing Us Softly III also shows how much advertising for women has become blatantly sexualized, simultaneous magnifying and trivializing the role of sex in women’s lives. She is likely only to see models with a body type only 5% of women share, who have often been reshaped by death-defying diets and plastic surgery, to say nothing of computer enhancement and even biomorphing.

One difference is they now set the standard of beauty so high that today’s woman must aim to be nothing short of perfect, ‘flawless’. Advertisers still relentlessly intimidate, shame, and even flatter women into spending billions of dollars trying to change the way they look.

Not surprisingly, Jean Kilbourne finds in ad after ad that the basic message hasn’t changed: the most important thing for any woman is her appearance. Now, at the start of a new millennium, Killing Us Softly III summarizes twenty years of research and lecturing to alert women and men to the insidious new techniques advertisers use to get us, quite literally, to buy into gender stereotypes. One of America’s most persuasive media critics, her previous best-selling videos Killing Us Softly (1979) and Still Killing Us Softly (1987) have changed the lives of millions of women by helping them recognize the devastating impact of advertising on their self-image. Killing Us Softly III offers a new generation of students and ordinary television viewers a chance to share Jean Kilbourne’s uniquely empowering critique of advertising’s image of women.

Producer: Media Education Foundation, Director: Sut JhallyĭISCONTINUED look for this title (and its sequel) from the Media Education Foundation Promises to promote discussion in women's studies groups and mass-media classes.California Newsreel - KILLING US SOFTLY III

Kilbourne urges viewers to change their attitudes and become 'citizens,' not consumers. Men fare better, but masculine portrayals are often linked with violence. She believes some contemporary ads border on pornography, and females are objectified, and products (from burritos to beer) are sexualized. Many of the clips show impossibly glamorous, thin women (sometimes digitally enhanced or a composite), and according to Kilbourne, girls and women often try to conform to these images, resulting in widespread eating disorders, low self-esteem, and depression. "Sex sells, and this update of author and lecturer Jean Kilbourne's Killing Us Softly film series examines how advertising tactics and images in popular culture reinforce unrealistic viewpoints about "beauty, perception, and identity." Speaking before an appreciative audience, with accompanying visuals (advertising and print-media stills, television clips, and commercials) smoothly intercutting the lecture, Kilbourne clearly relays statistics, anecdotes, and quotes.