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I think it's pretty hard to dispute that advertising modeling is objectification. The thing is, objectifying an individual who agrees to be objectified is not a bad thing. What is bad is generalized objectification.

In other words,

OK: that model is being used as an object for marketing clothing

Not OK: women are objects that are fun to look at

I can't really agree to the position that sexualized advertising is inherently sexist. But in the case of geek culture, there is a big heap of social context that has to be taken into account that makes it very touchy territory.

I still have a problem with this notion that simply because women may be fun to look at, that they are objects. Perhaps you should define "object".

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