Supersexualize Me! Summary

In Rosalind Gill's article, Supersexualize Me! she explains the technique of midriff advertising and shares her opinion on how it effects young women and society. Midriff advertising is the advertising of the midriff, or the "part of the body between the top of the pubis bone and the bottom of the rid cage". In the article, Gill describes how many feminist activists believe midriff advertising is sexualized objectification and frowned upon. She further explains how midriff advertising can be considered subjectification not objectification, and that it provides a sense of self empowerment to women. In recent decades, the "value" and "capital" of women has changed drastically. In history, women were considered to be evaluated by men based on their ability to cook, clean, take care of the children, and other domestic activities. With the cultural shift, women are now evaluated by men based on their bodies, and overall sexual appeal. Midriff advertising was argued to give women power over men and leave them to bend to their will. Advertisers also direct their midriff advertising to emphasizing that women should by their lingerie and clothing in order to please themselves, not men. The one quote that really tried to drive this idea home was, "while you don't necessarily have to dress for men, it doesn't hurt, on occasion, to see one drool like the pathetic dog he is". The one argument against this idea of midriff advertising was the fact that it is subjective to women of thin, fit, young body types. Women who do not possess a thin, ideal body are left out of this source of advertising. This concept develops the power of sexual attractiveness. Overall, the article was very fascinating on looking at multiple view points of midriff advertising and its effects on women.