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Adult Add! Again, for I know. Ready to share new things that are useful. You and your friends.The unnecessary and comprehensive use of female models in advertisements is common not only in America & Europe, but also in Pakistan and rest of the world. Women are used to sell all from cars to cigarettes. These advertisements use absorbing women posing in ways. This type of advertisements initially started in the West to sell special women products, alcohol and adult entertainments. Moderately this trend spread to other markets & products and unfortunately it has been adopted by our shop also.
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The reality is that peoples of nearly all age group are influenced by advertisements and advertisers know this reality. After presenting an absorbing model, the advertisers pose that their product/service can fulfill any need and can cure any qoute or difficulty faced by the viewer.
There are two things to be noticed about women’s appearance in commercials. First, in many advertisements women are used irrelevantly and these advertisements contain products which are purely for men. Second, if proximity of a woman is essential in positive advertisements then advertisements focus generally on charm and body features of the model, and less on the product.
This practice has been carried out by assorted giant fellowships over the globe. One of the superior examples is the proximity of a woman in the advertisement of Gillette Mach-3.1 another example in the advertisement of Ford in which woman’s body is compared with car’s body.
Other examples are advertisements of Jvc camera and Toyota Lexus. In both advertisements they have shown partial nudity, while proximity of women was not fairly justified.
After watching these advertisements one thinks that what are they trying to sell, and what feelings they are trying to create.
In Pakistan a very important example was a billboard advertisement of a motorcycle company. The advertisement showed a motorcycle and an absorbing women resting with it. There was model number, features and name of the firm on the board but surprisingly there was no male model in the whole advertisement. In our culture we don’t see even a particular woman riding a bike.
Another new example is of a series of billboards & newspaper advertisements of a local home appliances manufacturing company. The firm has its advertisements for microwave ovens, window Ac, split Ac, floor standing Ac and refrigerators etc. Advertisements show only woman models with the branch appliance.
One is surprised to find no men in Ac advertisements specially floor standing models that are regularly used in offices. Chiefly the buying decision of these products has to be taken by a man who is the runner of the whole family. Same types of advertisements have been produced by other Ac manufacturers.
A local Isp firm carries the photo of woman on their internet hour’s card, and even a 10 rupee card bears the same. Agreeing to a rough approximation the division of female internet users in our country is about 30%. So what about the remaining 70% male users? The advertisement does not reflect the high division users and just trying to pull the customer.
Another relevant example is of a mattress firm advertisement. The advertisement show a luxurious room with a female model, cool dressed, lying on a bed. The object of interest for peoples is the girl not the foam because they naturally can’t move their eyes from a living thing to a non-living thing. The point here is that mattresses are for the use of both genders, not only for the women.
We have seen a lot of advertisements of shops, available in under constructing shopping centers. Female models are used in such advertisements & billboards who invite population to buy those shops. Logically there is no suspect of showing women models in such advertisements because shop buying & selling is generally men’s business.
A giant cellular firm has associated female models with one of its assistance and shows absorbing female models wearing tight sleeveless T-shirts in their billboard, electronic, print & optical advertisements. The firm totally ignores the fact that in our country male movable users are much more than female movable users.
Advertisers can not elaborate the unnecessary use of woman’s body for selling their products. These ubiquitous images encourage us to think of woman as a commodity. Advertising is an productive and persuasive marketing tool which creates an entire cultural worldview, shaping our attitudes and beliefs. The advertisements portray females as tall, extra smart & extra beautiful. They give emphasis to the corporal attractiveness of woman’s body. Advertisers use models & supermodels. Many times photographs are airbrushed or otherwise altered to take off any lines, bumps or lumps to reach perfection.
The negative effects of advertising on women viewers fall into a number of problems. The most common supervene is continuous increase in the number of women who diet & thus being complicated in eating disorders. over the world millions of women & girls who are unable to reach this approved of beauty, feel a sense of shame and failure. The average girl sees hundreds of advertisements per day and by the time she enters the age of adolescence she has received millions of commercial messages, most of them pointing towards the same direction that is to be ideal.
A poll conducted in 1996 by the international ad branch Saatchi proves that advertisements made women fear being unattractive or old.2 Seventy five percent of the “normal” weight women in America think they are overweight and roughly half of American women are on a diet on any given day. While 5-10 million women are struggling with serious eating disorders.3
Conditions are not much distinct in the major cities of our country. I conducted a eye in a local college. Data was collected from 50 female respondents with age range from 14-22years. Following conclusions were drawn:
• Half of the respondents told that advertisements stay in their mind not because of words but because of images.
• 76% of the girls are influenced by advertisements to buy products.
• 73& of the respondents are attracted by female models & 50% of the girls want to be like models.
• 60% of the respondents are not satisfied with their weight & 71% of them are somehow complicated in dieting.
• In response to a interrogate that what steps they can take to be like models. roughly 60% of the girls told that they can diet & heighten frame for this purpose.
It seems that if consciously they do not strive to be models, but subconsciously these idealistic looks shape their views.
Today’s fashion models weigh 23% less than the average female and a young woman in the middle of the age of 18-34 has a 7% chance of being as slim as catwalk model and a 1% chance of being as thin as a supermodel. Exposure to idealized body images lowers women’s satisfaction with their own attractiveness.
Advertisers purposely gift unrealistically thin & gorgeous bodies in order to originate an unattainable desire that is ultimately associated to their products, so their buyer never disappears. It is only used to play with men’s emotion, to try and encourage them to buy the products because this supposedly will get the girl.
An old example is of Brylcream advertisement. In this commercial a poor man is seen going to work daily with messy hair, sitting lonely on the train ride (sure sign of a loser). As soon as he adds Brylcream to his hairs, suddenly two gorgeous babes are hanging all over him.
Same type of advertisement of a famed drink was seen on our local media.
Many of these advertisements promote violence against women. The results have been seen in American society with more women injured from being battered by men than by all rapes.
An advertisement of After Shave Lotion starts with a man studying Karate in a centre. The voice in the background tells that it is essential to learn Karate when using our lotion because as you will apply lotion, its smell will turn all women mad & they will just attack you. Afterwards in advertisement they show that when man applies the lotion, 3 women try to capture him and he replies them by kicking them off.
Another very serious qoute is the fact that advertisements roughly all the time portray women as sex object in order to increase to appeal of their product. This significantly affects the way women think about themselves, particularly young women, because it is while the youthful stage of life that young population construct their sense of self identity. This send the fundamental message to women and girls that the only important thing about them is the way they look, causing many women to believe that their self-worth is dependent upon attention from men.
In response to a interrogate that does a woman’s value depend on her face or on her comprehensive features and looks, about 98% of the respondent girls of my eye told that it depends on comprehensive features & looks. And 77% of the girls were not fully satisfied with their personality and looks.
The commodification of women in effect contributes to the high incidents of rape and corporal attack in nearly all cultures around the world.
These types of advertisements have also changed the understanding process of men. Now a woman’s value is considered by the way she looks. The impractical ideal in the minds of men lives only in the advertisements and not in the real world. This attitude is harming the women. All the reputation goes to advertiser & then to media.
It is the reality that advertisers are not there to meet our communal needs but are there to make sales and deal with big money. Corporations, whether big or small, can do anyone to make a sale. This is a gift to society from Capitalism. Advertisements sell not only products, but also promises, life-style, images, hopes & dreams. But what kind of promises, images, life-style & dreams are they? This is the matter of question.
Conditions can not get best until & unless corporations comprehend that there are positive “Marketing Ethics” that have to be followed. whether it is America or Pakistan, governments will have to look seriously into the matter. We ourselves will have to change our understanding of ideal woman. We need to join more on the product & services than on the projected bodies. Women will have to recognize the red line in the middle of advertisement’s world & the real world.
Unless these improvements come into supervene we will continue to suffer.
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References
- Video available at:
http://www.marketingtoolbox.com/cases/gillette/index.htm 1
- Peacock, M. (1998). "Sex, Housework & Ads." Women's Wire web site.
Available at: [http://womenswire.com/forums/image/D1022/] 2
- Body Image and Advertising. 2000. Issue Briefs. Studio City, Calif.: Mediascope Press.
Available at: http://www.mediascope.org/pubs/ibriefs/bia.htm 3
- "Facts on Body and Image," compiled by Jean Holzgang. Just Think Foundation web site.
Available at: [http://www.justthink.org/bipfact.html] 4
- Olds, T. (1999). "Barbie frame 'life-threatening'." The Body Culture Conference. VicHealth
and Body Image & health Inc 5
- Limpinnian, D. The Portrayal of Men and Women in Tv Ads.
Available at: http://www.aber.ac.uk/~mcswww/Students/del0001.html
- Moore, J. Women and Advertising. available at:
[http://www.socialistalternative.org/justice29/13.html]
- Kilbourne, J. Still killing Us Softly. available at:
[http://www.mediaed.org/videos/MediaGenderAndDiversity/KillingUsSo]
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