Since the advent of advertisement before the 19th century for the
promotion of goods and services and the improvement of markets and
sales, the profile and domains of these promotional pursuits have
considerably evolved. From mere pamphlets and insets in journals to huge
billboards and commercial breaks on televisions, advertisements have
prospered into a gigantic industry employing millions around the globe
and affecting directly and indirectly the lives of even more. As a
result, it has become a significant factor in all aspects of modern
human life.
Unlike the former trend of people considering advertisements merely a mode of comparison of products and services based on their individual needs, the public now has begun to realize new needs with each passing day due to the portrayal of every product or service in advertisements as an essential requirement of a standard lifestyle. This alteration in the viewers' perspective has resulted due to the motive of advertising companies turning into expansion of market to new avenues and the attainment of consumers irrespective of whether they need the product or not. The greatest instance of this argument is the use of women as promotional objects in advertisements.
A colossal gap has emerged between the marketed objects and their modes of promotion in advertisements. Be it perfumes, fruit drinks, undergarments or even building materials, all sorts of commercials display attractive women either using the products or being mesmerized by those men who use it, whether or not it has anything to do with the original purpose of the product. This objectification of women as a mode of attracting customers was harmless initially, but the storylines of advertisements that the public witnesses today have hardly any association with the products in question.
Although the women displayed in these advertisements work with their free will, the very idea of use of womanhood and women's sexual appeal for promotional activities has caused substantial discomfort among both, consumers and critics. Moreover, the subsequently spreading notion that women are imbecile enough to plump for beaus based on whether they use a particular product is absurd. In spite of the huge advances that the female section of the society has made in the past centuries, this erroneous portrayal of women as pretty-looking dimwits is reducing the respect of women in the eyes of the youth to quite an extent.
An amply noticeable outcome of the objectification of women in advertisements is the changing motive behind purchases made by customers into the attainment of an ideal image either as a female or in the eyes of females. With active steps being presently taken all over the world for the uplift of women, an amendment in the scenario currently applied in the advertisement industry becomes all the more important. A gradual and effective transpose of promotional modes of commercials back into the real application of products and services can substantially improve the plight, and the presence of women in such commercials will surely be acceptable by a greater section of the society.
Unlike the former trend of people considering advertisements merely a mode of comparison of products and services based on their individual needs, the public now has begun to realize new needs with each passing day due to the portrayal of every product or service in advertisements as an essential requirement of a standard lifestyle. This alteration in the viewers' perspective has resulted due to the motive of advertising companies turning into expansion of market to new avenues and the attainment of consumers irrespective of whether they need the product or not. The greatest instance of this argument is the use of women as promotional objects in advertisements.
A colossal gap has emerged between the marketed objects and their modes of promotion in advertisements. Be it perfumes, fruit drinks, undergarments or even building materials, all sorts of commercials display attractive women either using the products or being mesmerized by those men who use it, whether or not it has anything to do with the original purpose of the product. This objectification of women as a mode of attracting customers was harmless initially, but the storylines of advertisements that the public witnesses today have hardly any association with the products in question.
Although the women displayed in these advertisements work with their free will, the very idea of use of womanhood and women's sexual appeal for promotional activities has caused substantial discomfort among both, consumers and critics. Moreover, the subsequently spreading notion that women are imbecile enough to plump for beaus based on whether they use a particular product is absurd. In spite of the huge advances that the female section of the society has made in the past centuries, this erroneous portrayal of women as pretty-looking dimwits is reducing the respect of women in the eyes of the youth to quite an extent.
An amply noticeable outcome of the objectification of women in advertisements is the changing motive behind purchases made by customers into the attainment of an ideal image either as a female or in the eyes of females. With active steps being presently taken all over the world for the uplift of women, an amendment in the scenario currently applied in the advertisement industry becomes all the more important. A gradual and effective transpose of promotional modes of commercials back into the real application of products and services can substantially improve the plight, and the presence of women in such commercials will surely be acceptable by a greater section of the society.
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