Objectification as negotiation.

Most advertisements use women as their product models to attract

more attention that can lead to men objectifying women. But it is not all about the sexual
objectification it also pertains to the physical objectification. Advertisements like these can make
us feel bad or conscious about ourselves because it makes us think that as women we need to
have a perfect human body, including skin color, height and the size and shape of the body.
Foucauldian philosophy views the body as material, yet interpreted through particular discourses
and disciplines, is valuable to feminists. Dworkin and MacKinnon (1988) used the term in
reference to the treatment of women as sex objects, which they present as a form of oppression.
This article is substantial and useful for our research topic which reflects women objectification
in the Philippine advertisements. This article states that women objectification in advertising is
really an unjust treatment.