The phrase “sexual objectification” is nothing new, but the phenomenon is more prevalent than ever in popular culture–and we now know that it causes real harm.

What exactly is it, though? If objectification is the process of representing or treating a person like an object, then sexual objectification is the process of representing or treating a person like a sex object, one that serves another’s sexual pleasure.

This can easily be seen in print advertisements for liquor. Liquor ads commonly show women being sexualized in order to sell their product.

This blog serves to examine how the stereotypical image of women being sexually objectified is perpetuated through print ads for liquor.