Objectification of Women Through Advertisements Essay

The physical soundboxs of adverts glisten the social and cultural aspects of a social club. These images pay off the set and establish attitudes of the people in a society to contendds the imagery project in the advertisings. One of the highly apply imagery in the advertise handst across near all the cultures is that of wo hands. By utilize this imagery in the advertise manpowerts, one of the censorious attitudes established among the audience is that of women are objects. at that place are advertizements where women are employd as a infixed image nevertheless mostly women are display as a commodity or an object.Objectification relates to the imagery of an entity which is a person scarce is seen or displayed as an object. Women feature been used as objects to be desired by advertisers for years outright to increase the sales of the products and this strategy has worked wonders for producers for sample magazines ilk Playboy and Hustler would non sell at all if it is non for the sexual display of women. It is argued that since the women who take furcate in such advertisements give their acquiesce towards the benevolent of image the advertisements project.However, objectification of women is non provided the concern of the models involved in the advertisement but the whole universe that views that advertisement because it affects the value system and culture of the masses. For example, the exuberant use of nordic women in the advertisements during 70s and 80s intercommunicate to the masses that blonde women are to a greater extent attractive and lovable to men. However, when surveyed, 70% of women mentation that blonde women are much desirable to men and only 35% men actually expressed their preference for blonde women.This way advertisement has used women as objects to establish ill-considered beliefs of dish antenna, emancipation, and power. Sigmund Freud, one of the superlative psychiatrists, also developed a opening wh ich could be well related to the objectification of women in advertisements as a source of desire. His speculation of the un conscious(p) mind states that it constitutes of the largest part of a persons mind and contains desires and memories which are not readily available to the conscious mind of a person.However, there hold out different stimuli which may, if exposed to a person, trifle these unconscious desires and memories to the conscious mind. Therefore it could be argued that since sex is seen as the most radical element of our social look ats, it is often inhibit in our unconscious mind and the objectification of women in advertisements bring these desires to our conscious mind. In the lightly of the theory of unconscious mind, it could be proposed that the exposure of women in most of the advertisements forthwith only acts as a input signal to invoke the hidden desires of the audience money box it becomes a need.And once it becomes a need people look for ways to replete this physical need disregarding the subjective elements involved in the process. The idea of women authorisation had taken a great shoot since post WWII with the help of the media. When most men were fighting during the WWII, women had to take up the roles of men choke at home. After the war ended and the men returned, women had to go back and adapt to their roles as housewives and mothers. This was the time when the media burgeon forth them and promoted the message of women empowerment with the use of women in their advertisements.The magazines communicated to the women that they had the potential and capability to build careers, arrive at achievements and shift their role from that of housekeepers. From that time onwards, media has played a massive role in promoting the concept of power and empowerment for women by displaying women more often in their advertisements and with slogans uniform Just do it, the idea of self-possession, and take control. The use of women in advertisements has not only make women justly in the eyes of the male nation but also given a boast to the self esteem of women and has made them more authoritative than ever before. more(prenominal) so, the use of womens dead body in advertisements and movies has established the comprehension in the minds of the population that women may use their bodies to get things through with(predicate) and achieve success. Through advertisements development women, the society has also created a wrong perception that beauty is a prerequisite to the independence and success of women and also that it is through the beauty and consumption of certain products that women can pass by in their careers and lives. The highly explicit use of women in the advertisements has also take to disceptation between different brands of a product.The rivals try out to get the most popular celebrities and models for their advertisement and expose them more than their rival to shoot more attraction fro m the target market and whence increase the sales. It is seen these days that umpteen companies hire brand ambassadors for the sole subroutine of attracting the market and make people young man the product with the sexual desire created by the presence of the brand ambassadors no incertitude it increases the consumption. For example, the famous perfume Chanel has hired unlike top celebrities as there spokes-model like Nicole Kidman and Keira Knightley.In fact the perfume was ab initio brought to fame by Marilyn Monroe in the 1950s. The display of zero- coat models with lithe frames and nicely tuned body parts has led to an change magnitude dissatisfaction of body image among the women. The dissatisfaction is deliberate by difference between a persons body image, which is a persons perception of his/her body, and the ideal body type displayed in the form of models in advertisements. Although, this dissatisfaction has always existed amongst the women, it has self-aggrandis ing rapidly since last 25 years.This is because the media has increased its standard of what is a normal body size. For most of the women this ideal body size portrayed by the media is the gateway to happiness. It is through these advertisements in the media that women have established in their minds that they need to achieve that ideal body size, shape and weight in ball club to find a good spouse, a great career, and be acceptable to family, friends and public. The models with utterly shaped bodies are depicted as glamorous, rich and powerful in the advertisements and therefore a perfect body is seen as the passport to happiness.However, women do not have sex that only 5 % of all the women have the potential and body-type to achieve the ideals displayed by the models in the advertisements. Conclusion Today, the objectification of women has reached great heights almost e rattling other advertisement is using this concept to promote a product. What needs to be realized is this b ehavior has not only degraded the status of women but has also hurt the moral values of the global society. It has also given false hopes to millions of people and has distorted the image or reality for many.And the consequences are also very apparent in the form of the kind of treatment women get from men and the do of women suffering from anorexia for example. All the aspects discussed on the objectification of women battle cry for strong system which could align the activities of the advertisers to more ethically sound principles.References1. Onyejekwe, C. J. (2005). Advertising and exploitation of Female Sexuality. Retrieved from http//www. quietmountainessays. org/Onyejekwe. html 2. soundbox Image. (2009). Body Image. Retrieved from http//www. snac. ucla. edu/pages/Body_Image/Body_Image. htm 3. Media Advertising. (2010). Women in the Media. Retrieved from http//www. 123helpme. com/view. asp? id=18401 4. Lukes, S. A. (n. d). The Gender Ads Project. Retrieved from http//www. ltcconline. pass/lukas/gender/pages/power. htm 5. Gladen, N. R. (2008). Media Objectification of Women. Retrieved from http//medialiteracy. suite101. com/article. cfm/media_objectification_of_women 6. Boeree,C. G. (2009). Personality Theories. Retrieved From http//webspace. ship. edu/cgboer/freud. html