The movie, ‘’Killing Us Softly 3’ made by Dr. Jean Kilbourne, renowned lecturer, filmmaker and author, is actually a part of a trilogy entirely composed by Kilbourne.

While the entire trilogy is based upon the gradually changing role of the female within the advertising industry, the third part takes an especially focused approach to the contemporaneous hype in the sexed-up portrayal of the female within media.

Via the 3rd movie, Kilbourne makes a beeline for espousing the multi-leveled consequences of the dramatic increase in the media portrayal of women as little more than objects of lust and sexual desire.

The prevalence of this, indicates the movie, is something that results in the establishment of a socio-cultural climate within which there is far-spread and increasing violence against women.

Released in 2000, ‘Killing Us Softly 3’ accentuates the social negativity that is gradually being born of the continuation, in media trends, towards a platform where the female figure presents nothing more than an object that serves as marketing tool.

This is where the title of the film comes to make sense. It’s quite apparent that the prime underlying connotation of the movie is the establishment of the notion that the continued focus of women in advertising as sex objects is something that is turning out to be particularly detrimental to the foundation of societal norms and parameters.

This, moreover, is something that is emphasized upon even more strongly when considering it in light of the fact that when it comes to being regarded as individuals, the image of women is indeed suffering as a result of the continuous rise in the illustration of female image as being synonymous with passivity and sex.

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And it would, moreover, also be relevant to here consider that research has shown that the self-esteem of girls plummets when they reach adolescence.

The relevance of this lays within the fact that girls tend to become overly paranoid and touchy about the way that they look, this, something that is due to their subconscious awareness of society’s stance in concern to their gender. This is something that is immediately relational to the continuous increase in the media portrayal of females as sex objects.

Thus speaking and taking into consideration all that has been said and discussed, it is quite apparent, that the consequences of gender socialization, especially when propagated by as strong a medium as the media [the advertising industry] tends to have deep reaching and long lasting consequences.

Consider, for instance, the fact that the greatest contempt is for women who are overweight. This is something that well enforces upon the disadvantageousness of being routinely scrutinized, criticized and judged.

It would, moreover, be conclusively apt to acknowledge that in addition to the fact that pornography, which promotes sex as well as violence, has become mainstream; the single greatest cause of injury to women in America is domestic hostility leading to violence and physical assault.

It is quite apparent, speaking in light of all that has been considered and speculated upon, that the movie is primarily based upon how the female, as a result of societal transitions, has come to represent something of a proverbial marketing tool or solution.

Reference:

Kilbourne Jean (2000); Killing Us Softly 3