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Killing Us Softly 3 (1999)

 |  Documentary, Short
7.9
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Ratings: 7.9/10 from 208 users  
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Jean Kilbourne's pioneering work helped develop and popularize the study of gender representation in advertising. Her award-winning Killing us Softly films have influenced millions of ... See full summary »

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Title: Killing Us Softly 3 (1999)

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Jean Kilbourne's pioneering work helped develop and popularize the study of gender representation in advertising. Her award-winning Killing us Softly films have influenced millions of college and high school students across two generations and on an international scale. In this important new film, Kilbourne reviews if and how the image of women in advertising has changed over the last 20 years. With wit and warmth, Kilbourne uses over 160 ads and TV commercials to critique advertising's image of women. By fostering creative and productive dialogue, she invites viewers to look at familiar images in a new way, that moves and empowers them to take action. Written by Anonymous

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[first lines]
Jean Kilbourne: Many years ago I saw an ad that changed my life.
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Follows Killing Us Softly (1979) See more »

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You should watch this online
11 April 2007 | by (Netherlands) – See all my reviews

Here is a link to the film at Google Video: http://video.google.com/videoplay?docid=-1993368502337678412 KUS3 shows you how advertising sends out certain messages that you will otherwise probably not notice. It is mostly focused on North-American advertising but relevant for Western Europe (and perhaps Asia) too.

Though the documentary gives no scientific evidence for its conclusions, putting these ads in context says enough about North-American and Western European culture. Women are shy, passive objects consisting of parts for men to drool over. Men are the violent and dominant human beings that women cannot live without. The only times when roles are reversed is when skin colour comes into play.

This light yet mature documentary brings this with a lot of humour and avoids drama or alarmist attitudes. You should especially watch this if you are a young male with white skin who does not watch TV (or has a TiVo) nor reads 'beauty' magazines.


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