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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 Thu. June / 20 / 2019

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Display Advertising Stats: SEMrush Study Reveals Top GDN Trends  Search Engine Journal

Want to make the most of display advertising for your business and maximize your ROI? Read on to learn the key GDN trends and insights you need to know.


Don't Try To "Mute The Mansplainers" In Advertising On Boston's Transit System - Media, Telecoms, IT, Entertainment - United States - Mondaq News Alerts
Don't Try To "Mute The Mansplainers" In Advertising On Boston's Transit System - Media, Telecoms, IT, Entertainment - United States  Mondaq News Alerts

The Massachusetts Bay Transportation Authority recently rejected advertising for co-working space The Wing because it said that the company's advertising was ...


With streaming, TV advertising is getting more targeted than ever - Greater Baton Rouge Business Report
With streaming, TV advertising is getting more targeted than ever  Greater Baton Rouge Business Report

Cars.com is making a move that gives a glimpse of where the ad business may be heading. The online auto finder used to do the lion's share of its marketing ...


2 of Advertising's Foremost Female Leaders Discuss Cannes Judging and the Changing Industry - Adweek
2 of Advertising's Foremost Female Leaders Discuss Cannes Judging and the Changing Industry  Adweek

Goodby Silverstein & Partners' Margaret Johnson and Ogilvy's Leslie Sims interviewed each other for Brandweek.


Doctor suspended for advertising about remedies for ailments - Business Standard
Doctor suspended for advertising about remedies for ailments  Business Standard

In a first such action, the Travancore Cochin Medical Council has suspended for a month the registration of an Ayurvedic doctor after finding him guilty of ...


Facebook reaches deal with advertisers over bad video metrics - AdAge.com
Facebook reaches deal with advertisers over bad video metrics  AdAge.com

The social network has agreed to a class-wide settlement over erroneous audience measurements used in ad-buying decisions.


Facebook to Boost Ad Spending as It Tries to Restore Reputation - The Wall Street Journal
Facebook to Boost Ad Spending as It Tries to Restore Reputation  The Wall Street Journal

Facebook may more than double its global advertising spending as it aims to rebuild trust after a series of privacy missteps and other controversies dented the ...


LGBTQ-inclusive advertising is a win with these consumer groups - YouGov US
LGBTQ-inclusive advertising is a win with these consumer groups  YouGov US

Pride Month has officially kicked off, and many businesses may be considering how to connect with LGBTQ communities. Some companies make it a priority to ...


Advertising may make people miserable, but it still has its uses - The Economist
Advertising may make people miserable, but it still has its uses  The Economist

Workers keen to buy more luxury goods keep toiling away.


Mobile Marketing and Advertising Tech Company Vehicle Relaunches as Sinch Engage, Setting a New Standard for Personalized, Relevant Customer Engagement - Business Wire
Mobile Marketing and Advertising Tech Company Vehicle Relaunches as Sinch Engage, Setting a New Standard for Personalized, Relevant Customer Engagement  Business Wire

Sinch, a global leader in cloud communications for mobile customer engagement, today launched Sinch Engage, a new business unit focused on mobile mark.


Companies Encouraged To Review Advertising Practices To Ensure Social Media Influencers Are In Compliance - JD Supra
Companies Encouraged To Review Advertising Practices To Ensure Social Media Influencers Are In Compliance  JD Supra

Earlier this month, the Federal Trade Commission (FTC) and the U.S. Food and Drug Administration (FDA) issued warning letters to four companies using social ...


How Decoupling Changed What Advertisers Need 06/18/2019 - MediaPost Communications
How Decoupling Changed What Advertisers Need 06/18/2019  MediaPost Communications

How Decoupling Changed What Advertisers Need - 06/18/2019.


Target digital ad platform enters programmatic advertising space - Chain Store Age
Target digital ad platform enters programmatic advertising space  Chain Store Age

Roundel, Target's rebooted in-house media company, is partnering with a digital ad exchange. Roundel and Index Exchange have co-engineered a customized ...


Marketers Turn Up Podcast Advertising - The Wall Street Journal
Marketers Turn Up Podcast Advertising  The Wall Street Journal

Podcasters continue to find growing interest from marketers, but their growth remains constrained by factors including a lack of independent audience ...


Cannes Lions bingo: The advertising industry's top buzzwords in 2019 - Quartz
Cannes Lions bingo: The advertising industry's top buzzwords in 2019  Quartz

The Cannes Lions advertising conference—or, International Festival of Creativity, if you will—takes place this week on the French Riviera. Quartz is again ...


‘The advertising industry is a day-to-day unrelenting grind’: Why agencies should unionize - Digiday
‘The advertising industry is a day-to-day unrelenting grind’: Why agencies should unionize  Digiday

“Once the first agency unionizes it gets easier for everyone else,” wrote a strategist on the industry message board app Fishbowl two weeks ago. The comment ...


DTC advertisers turn to search to evaluate their TV ads’ performance - Digiday
DTC advertisers turn to search to evaluate their TV ads’ performance  Digiday

DTC marketers are taking a closer look at the relationship between their ads running on TV and the search traffic to their sites and apps in terms of cost.


Will Addressable Advertising Stave Off A Decline In Television Ad Spending? - Forbes
Will Addressable Advertising Stave Off A Decline In Television Ad Spending?  Forbes

The article examines how the advantages of addressable television are helping it to grow on traditional television in the face of stiff competition for advertising ...


Gynecologists in Germany fined for abortion advertising - The Associated Press
Gynecologists in Germany fined for abortion advertising  The Associated Press

BERLIN (AP) — A German court has fined two gynecologists for violating a ban on advertising abortions, the first such case to be tried since the rules were ...


Is Online Advertising Exacerbating the Gender Gap? - Society of Women Engineers
Is Online Advertising Exacerbating the Gender Gap?  Society of Women Engineers

In this article, Aine Doris examines how economic mechanisms behind online advertising tactics could mean fewer women seeing STEM *content*.


Illinois doubles its tourism advertisement budget to $15 million - FOX Illinois
Illinois doubles its tourism advertisement budget to $15 million  FOX Illinois

After several years of record-breaking tourism in Illinois, the Illinois Department of Commerce and Economic Opportunity's Office of Tourism noted 2017 was the ...


Browser Privacy & Advertising: Q&A with Jascha Kaykas-Wolff, Mozilla - ExchangeWire
Browser Privacy & Advertising: Q&A with Jascha Kaykas-Wolff, Mozilla  ExchangeWire

Browser-level privacy protections have hit the headlines in the last two months, with each of the major internet browsers imposing some level of.


How the New Swedish Gambling regulations has Affected Advertising? - USA Online Casino News
How the New Swedish Gambling regulations has Affected Advertising?  USA Online Casino News

Until recently, Sweden was considered one of the most restrictive countries when it comes to matters gambling. In 2018, the lawmakers in the country started ...


Facebook’s Coin Project Shows Ambitions in Payments, Analyst Says - Barron's
Facebook’s Coin Project Shows Ambitions in Payments, Analyst Says  Barron's

Facebook 's cryptocurrency project “has the potential of putting the company front and center in areas beyond advertising, including commerce and financial ...


What advertisers should know about the Facebook and Google probes - AdAge.com
What advertisers should know about the Facebook and Google probes  AdAge.com

The specter of a regulatory inquiry into the tech industry is already being felt by advertisers, who are stuck in limbo while the Federal Trade Commission, ...


Google appeals $1.7 billion EU antitrust fine over 'illegal' advertising practices - CNBC
Google appeals $1.7 billion EU antitrust fine over 'illegal' advertising practices  CNBC

Google has appealed a $1.7 billion fine from the European Commission for stifling competition in the online advertising industry.


Mars's three-point strategy to improve gender equality in its advertising - Marketing Week
Mars's three-point strategy to improve gender equality in its advertising  Marketing Week

Mars has outlined a three-part strategy to help improve gender equality in its advertising as it looks to “positively influence” society and “shape culture in a ...


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