Killing Us Softly 3

Jean Kilbourne (2000)

Film Review

Killing Us Softly 3 is the third Jean Kilbourne documentary on the advertising industry’s destructive effect on women. It updates Killing Us Softly (1979) and Still Killing us Softly (1987). It’s presented in lecture format, illustrated by dozens of ad images.

The majority of Americans deny being influenced by advertising. Kilbourne challenges this. Modern advertising deliberately targets the unconscious. Ads are everywhere, continuously surrounding us with unconscious messaging about values and attitudes, as well as products.

Advertising has a massive impact on the way women think about themselves and the way they are viewed in society. The number one message pounded home by the ad industry is that women should be judged by the way they look. The expectation is flawlessness (young, thin, white and perfectly proportioned and groomed). Important secondary messages are the hard work it takes to look that way and that women who don’t measure up should feel guilty and ashamed. Sex is used to sell everything. Kilbourne is particularly concerned about the sexualization of children and teenagers in ads deliberately modeled after child pornography.

Only 5% of women have a model’s tall thin body type, with the narrow hips, long legs small breasts (unless they’re enhanced) favored by the fashion industry. This body type is based on genetic inheritance and can’t be achieved by diet, exercise or surgery, no matter how hard the advertising industry tries to persuade us otherwise. Often models are airbrushed to appear thinner and more flawless than they really are.

This constant emphasis on an unachievable ideal also negatively impacts the way men feel about real women, who are pear shaped. In addition, the objectification of women (ie their portrayal as sex objects) is directly linked to increased violence towards women. Viewing people as objects rather than human beings makes it easier to commit violence against them (and is used in military training).

The problem is aggravated by a growing tendency to eroticize violence and male dominance in advertising imagery.

Killing Us Softly 4, produced in 2010, isn’t available on YouTube for copyright reasons. It can be viewed for free on trutubetv (an uncensored noncorporate alternative to YouTube now that it’s been taken over by Google).

Killing US Softly 4 repeats most of the same ad images as number 3 but puts more emphasis on upsurge of appearance medicine (plastic and laser surgery, botox injections, etc). It also bemoans the introduction of size 0 and size 00 clothing, the pressure this places on models to starve themselves and the rise of eating disorders in the industry. Anna Carolina Reston was still modeling in 2009 when she died of anorexia nervosa.