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Womentisements


The unnecessary and extensive 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 everything from cars to cigarettes. These advertisements use attractive women posing in ways. This type of advertisements initially started in the West to sell special women products, alcohol and adult entertainments. Gradually this trend spread to other markets & products and unfortunately it has been adopted by our market also.

The reality is that peoples of nearly all age group are influenced by advertisements and advertisers know this reality. After presenting an attractive model, the advertisers pose that their product/service can fulfill any need and can cure any problem 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 include products which are purely for men. Second, if presence of a woman is necessary in certain advertisements then advertisements focus mainly on beauty and body features of the model, and less on the product.

This practice has been carried out by various giant companies across the globe. One of the classic examples is the presence 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 presence 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 prominent example was a billboard advertisement of a motorcycle company. The advertisement showed a motorcycle and an attractive women resting with it. There was model number, features and name of the company on the board but surprisingly there was no male model in the whole advertisement. In our culture we don't see even a single woman riding a bike.

Another recent example is of a series of billboards & newspaper advertisements of a local home appliances manufacturing company. The company has its advertisements for microwave ovens, window AC, split AC, floor standing AC and refrigerators etc. Advertisements show only woman models with the subject appliance.

One is surprised to find no men in AC advertisements specially floor standing models that are usually 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 company carries the picture of woman on their internet hour's card, and even a 10 rupee card bears the same. According to a rough approximation the percentage 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 percentage users and just trying to pull the customer.

Another relevant example is of a mattress company 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 simply 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 people to buy those shops. Logically there is no reason of showing women models in such advertisements because shop buying & selling is mainly men's business. A giant cellular company has associated female models with one of its service and shows attractive female models wearing tight sleeveless T-shirts in their billboard, electronic, print & visual advertisements. The company totally ignores the fact that in our country male mobile users are much more than female mobile users.

Advertisers can not justify 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 effective 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 physical attractiveness of woman's body. Advertisers use models & supermodels. Many times photographs are airbrushed or otherwise altered to remove 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 effect is continuous increase in the number of women who diet & thus being involved in eating disorders. Across the world millions of women & girls who are unable to reach this standard 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 agency 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 almost 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 different in the major cities of our country. I conducted a survey 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 involved in dieting.

? In response to a question that what steps they can take to be like models. Almost 60% of the girls told that they can diet & improve figure 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 between 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 present unrealistically thin & beautiful bodies in order to create an unattainable desire that is ultimately related to their products, so their customer 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 everyday 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 famous 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 learning 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 problem is the fact that advertisements almost always 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 during the adolescent stage of life that young people develop their sense of self identity. This send the underlying 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 dependant upon attention from men.

In response to a question that does a woman's value depend on her face or on her overall features and looks, about 98% of the respondent girls of my survey told that it depends on overall features & looks. And 77% of the girls were not fully satisfied with their personality and looks.

The commodification of women undoubtedly contributes to the high incidents of rape and physical assault in nearly all cultures around the world. These types of advertisements have also changed the thought process of men. Now a woman's value is determined 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 credit goes to advertiser & then to media.

It is the reality that advertisers are not there to meet our social needs but are there to make sales and deal with big money. Corporations, whether big or small, can do anything 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 better until & unless corporations realize that there are certain "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 concept of ideal woman. We need to concentrate more on the product & services than on the projected bodies. Women will have to identify the red line between advertisement's world & the real world. Unless these improvements come into effect we will continue to suffer.

================================================================

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 figure '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

================================================================

Adnan Asfar; adnanasfar@yahoo.com


Todays News by officejax free advertising and ad exchange solutionsMORE RESOURCES updated Wed. August / 21 / 2019

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ADVERTISEMENT TO BID - News - The Daily Herald - Columbia, TN  Columbia Daily Herald

ADVERTISEMENT TO BID. The City of Oak Ridge, TN will receive marked and sealed bids for FY2020-042 Blankenship Field Restroom Project. Bids shall be a ...


Advertising and Promotion Finance panel to meet - News - Pine Bluff Commercial
Advertising and Promotion Finance panel to meet - News  Pine Bluff Commercial

The Pine Bluff Advertising and Promotion Finance Committee will meet at noon Monday, Aug. 26, at the second floor conference room of the A&P Office at the ...


Prime Day and Amazon's New Flywheel: Media, Advertising and Commerce - eMarketer
Prime Day and Amazon's New Flywheel: Media, Advertising and Commerce  eMarketer

Facebook, Google and Amazon are engaged in a game of thrones—an epic battle for digital supremacy. The anointed one will be whichever company stakes its ...


Agency vs In-house vs Freelancers: A Startup's Guide to Advertising Options - Entrepreneur
Agency vs In-house vs Freelancers: A Startup's Guide to Advertising Options  Entrepreneur

More *content* means more competition. The average consumer encounters about 5,000 advertisements every day, meaning attention spans are harder to garner ...


Facebook's Expanding Search Advertising - Motley Fool
Facebook's Expanding Search Advertising  Motley Fool

More marketers can now place ads in Facebook's search results, but there's a catch.


Texas Gun Store Criticized For Advertising 'Back To School' Firearms Sale - HuffPost
Texas Gun Store Criticized For Advertising 'Back To School' Firearms Sale  HuffPost

A Houston-area gun store and shooting range has been criticized for advertising a “back to school” firearms sale — less than two weeks after back-to-back mass ...


What the Alan Jones advertising exodus says about modern brand strategy - CMO
What the Alan Jones advertising exodus says about modern brand strategy  CMO

Marketing leaders and industry pundits talks to CMO about the latest advertising boycott of Alan Jones' 2GB radio program and modern brand reputational risk.


Amazon Advances in the Digital Advertising Space - Market Realist
Amazon Advances in the Digital Advertising Space  Market Realist

Amazon has also been gradually increasing its revenue exposure to the digital advertising business—and there's huge opportunity in the space.


Advertising agitated: Market's in trouble as brands and publishers squeeze services - ZDNet
Advertising agitated: Market's in trouble as brands and publishers squeeze services  ZDNet

Advertisers are saving huge sums by bringing programmatic advertising in-house, while publishers can potentially drive higher revenues through direct deals ...


Facebook Watch Draws More Advertisers—Gradually - The Wall Street Journal
Facebook Watch Draws More Advertisers—Gradually  The Wall Street Journal

Advertisers are beginning to direct more money toward Facebook Watch, but the video-viewing platform remains far behind YouTube in revenue and audience.


BH: Second-half breakout ahead? | Truth in advertising - 247Sports
BH: Second-half breakout ahead? | Truth in advertising  247Sports

Battle for starting spots? Waiting on a 5-star? All that and more for premium subscribers when they enter THE House!


Amobee launches connected TV advertising data marketplace - FierceVideo
Amobee launches connected TV advertising data marketplace  FierceVideo

Amobee is launching a data marketplace for connected TV advertising to provide brands and agencies with access to data for activation across connected TV ...


Advertisers Drop Fox News, Tucker Carlson After He Said White Supremacy's A 'Hoax' - HuffPost
Advertisers Drop Fox News, Tucker Carlson After He Said White Supremacy's A 'Hoax'  HuffPost

Long John Silver's, SoFi and HelloFresh have joined the more than 20 brands who have stopped advertising with the Fox News show because of the host's rhe...


Russia demands Google stop advertising 'illegal' protests on YouTube - Engadget
Russia demands Google stop advertising 'illegal' protests on YouTube  Engadget

Russia is intensifying its pressure on Google to censor political dissent in the country. Media overseer Roskomnadzor has sent a letter to Google insisting that...


Advertising Week's new awards honor future female leaders - Campaign US
Advertising Week's new awards honor future female leaders  Campaign US

The Future is Female winners will be announced on the same night that TLC kicks off the 16th annual weeklong event next month in New York City. Advertising ...


Presidential candidate Tulsi Gabbard sues Google over suspended advertising account - CNBC
Presidential candidate Tulsi Gabbard sues Google over suspended advertising account  CNBC

The Democratic presidential candidate claims the company stifled her speech when it suspended her campaign's advertising account.


Amazon’s high-flying advertising growth levels out - Marketing Land
Amazon’s high-flying advertising growth levels out  Marketing Land

Amazon's advertising business had it's second $3 billion quarter in the second quarter of 2019. (Or close to it — Amazon advertising revenues make up the ...


Barton F. Graf Will Close, Ending Its Run as Advertising’s Weirdest Agency - Adweek
Barton F. Graf Will Close, Ending Its Run as Advertising’s Weirdest Agency  Adweek

The independent agency will close by the end of the year.


US Advertising: Can Twitter Start to Capitalize on the Boom? % - Market Realist
US Advertising: Can Twitter Start to Capitalize on the Boom? %  Market Realist

Twitter capitalizes on strong US advertising as its advertising sales pike. There is more to come as Twitter addresses advertisers' transparency concern.


The State Knows Better Than You! U.K. Advertising 'Authority' Bans Two Commercials Over 'Gender Stereotypes' - MRCTV
The State Knows Better Than You! U.K. Advertising 'Authority' Bans Two Commercials Over 'Gender Stereotypes'  MRCTV

In the U.K.'s latest attempt at social engineering, the authoritarian U.K. Advertising Standards Authority (ASA) have banned commercials by Volkswagen and ...


Is it time to pay more attention to Reddit? For advertisers focused on niche audiences, the answer is yes - Marketing Land
Is it time to pay more attention to Reddit? For advertisers focused on niche audiences, the answer is yes  Marketing Land

Once upon a time, Reddit was considered the “wild west” of the internet. The company's CEO Steve Huffman described it as a “dystopian Craigslist” – a term he ...


Seven West Media posts a $444 million loss in soft advertising market - AdNews
Seven West Media posts a $444 million loss in soft advertising market  AdNews

Impairments on the television licences and newspaper masthead carrying values.


Kroger Is Upping Its Advertising Game - Fortune
Kroger Is Upping Its Advertising Game  Fortune

Naming creative advertising agency DDB, as the grocer uses technology for a strong omnichannel business—in-store, online, delivery and in-store pickup.


Amazon Is Looking to Put Advertising Data on a Blockchain - CoinDesk
Amazon Is Looking to Put Advertising Data on a Blockchain  CoinDesk

Amazon is seeking to integrate parts of its advertising business with a blockchain. The Seattle-based e-commerce giant is looking for a senior software engineer ...


Twitter to no longer accept advertising from state-controlled news media - CNA
Twitter to no longer accept advertising from state-controlled news media  CNA

SAN FRANCISCO: Social networking *service* Twitter on Monday (Aug 20) said it would no longer accept advertising from state-controlled news media. ...


ANALYSIS: Shrinking international advertising campaigns bite into Australian media earnings - AdNews
ANALYSIS: Shrinking international advertising campaigns bite into Australian media earnings  AdNews

By Chris Pash | 20 August 2019. oOh!media's special trading update to inform the market of a “sharp” fall in advertising foreshadows more downgrades among ...


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