We would like to
thank the local libraries, schools, and universities for recommending students
to visit us when doing research on any of our information topics.
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.
- Video available at:
- 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:
- Kilbourne, J. Still killing Us Softly. Available at:
Adnan Asfar; email@example.com
ADVERTISING RELATED ARTICLES:
How to Use the 3 Most Common Direct Marketing Measurements to Increase Your Profits!
John Wanamaker, a 19th century entrepreneur, once famously made the statement, "I know that half of my advertising is wasted, I just don't know which half." Fortunately for today's marketers, there are scientific ways to determine which half is wasted, and which half is not, through the use of common direct marketing measurements.
Magnetic Business Cards: Make Your Marketing Message Stick
What is it about magnets that draw people to leave them on fridges and file cabinets for years at a time? Many people like to have the contact information handy for common service providers without flipping through a bulky phone book. Magnets are the perfect solution for being seen in this situation.
Advertising has truly become a part of all of our lives as consumers, as business owners, as parents, as concerned citizens. We simply cannot escape from its presence no matter how hard we try.
LED Score Boards
LED scoreboards can be utilized in most of the sporting event for eye-catching effects replace traditional scoreboards. This high- tech lighting system is both energy - efficient and able to produce a very bright light.
The SKINNY on Radio Advertising
From meager beginnings in 1920, radio has grown with us to be a major player in advertising. The radio industry says they get about 8 percent of all advertising bucks.
Brochures - The Ultimate Sales Tool
"How brochures can help you stand out from the competition, close the deal, and even build repeat business." Most brochures are nothing more than a collection of a few pictures and a few details about a business.
Create Your Dynamic Elevator Speech
So, what's an elevator speech, and how do you get one? What Is It? An elevator speech is a short (15-30 second, 150 word) sound bite that succinctly and memorably introduces you. It spotlights your uniqueness.
Classified Ads That Get Results
Classified ads do not have the big market appeal that a full color display ad has, but they are still one of the most economical ways to get your business into the public eye. And, because classifieds do not demand expensive eye-catching designs or ingenious wording that you often see in direct-mail campaigns, they are a perfect marketing avenue for even new entrepreneurs.
Organizing Business Cards for Effective Contact Management
Now that you've had colorful new business cards printed, and have been distributing them diligently, what do you do with the cards you collect from other people ?If you're like most people, you have a stack of rubber-banded cards floating around you desk. Or you have been using them as bookmarks, toothpicks, and used gum wrappers and they are all over your office, car, wallet and purse? Without a good filing system, the information on those cards is useless.
How To Tame The Buying Beast Inside Your Customer
What if you can understand and control your customer's mind? What if you can influence, persuade and motivate your customers to buy from you? Well, I'm not talking about a magic trick or lay down a lesson of motivation. It's about understanding the different reactions made by the human mind in various situations.
Promote yourself on radio for free
Unless you have become extremely popular in your personal or business name, you likely need all of the marketing and promotion you can get. Now, you may say, of course, I'm aware of this, but who has the money? This a good and fair question.
Nine Power Words To Punch Up Your Ads
As every professional politician and public relations man knows words have the power to entice, persuade and motivate people into a specific course of action. There are certain words that I refer to as "Power Words" that I learned, back in the dawn of time, when the dinosaurs still roamed the earth.
Brand Young and You Brand for Life; Why Cinema Advertising is an Effective Tools for Marketers
In the world of advertising there are many forms of media that can be utilized to get an advertisers message to its intended audience. Newspapers, television, radio, Internet and billboards are effective tools in this effort but one form of advertising that is often overlooked is Cinema Advertising.
Business Cards: Why Waste Valuable Space?
So many business people neglect this valuable asset that may be used for a multitude of messages. Don't fall for the trap of supplying a "scribbler" for others that virtually guarantees your card will be in the "round file" sooner rather than later.
One of the best and easiest ways to advertise without having to worry about shelf life of those who would most likely use your services or buy the products from your small business is to use inserts in your local newspaper. A marketing piece might also be to insert our flyers in the daily newspaper.
3 Simple But Powerful Off-Line Advertising Strategies
There are several ways to advertise and get the word out about your business online and the best of them include free search engines, pay per click search engines, writing articles, utilizing press releases, doing joint ventures/ad co-ops, and posting to message boards and forums related to your target market. But one advertising method that's neglected by most online marketers is off-line advertising.
Indoor LED Displays
To promote the audience, staff, customers and other people the Indoor LED displays are most widely used. By incorporating the latest technology Indoor LED displays provide exceptional service for a great value.
Media Planning: Smart Choices for Your Success
Media Planning for Smarties. You say you're ready to advertise. How are you going to choose whether to place your ad in the local newspaper or a national magazine? Why not do a radio spot or place a banner ad on a related company's website? Understanding the benefits and pitfalls of these different forms of media will help you get the most out of your advertising budget.
Do You Really Need a Brochure?
Traditional brochures typically tell the story of your company, i.e.
If You Lost 70% of Your New Customers, Would You Notice?
Buyers Don't Rely on the Yellow Pages Like They Used to. Customers' buying behavior has changed - for good. If your business depends on most categories in the Yellow Pages to attract new customers, you've probably seen a decline.
Find used office equipment in Ohio at www.OfficeJax.Has.It
Find the best fleamarkets at www.FleaMarketWorld.Has.It
Find electric powered vehicles at www.NoGas.Drives.It
Find homes for rent
Jim (James) Baughman Hosting Company of Akron, Ohio offers the finest in the CLOUD internet hosting service and solutions at affordable prices. The Hepsia control panel is a superior control panel unlike the old school cpanel you may be familiar with as well as downloadable daily backups, 24 hour tech support response time is less than 30 minutes, php version selection, unlimited bandwidth, are all included at no additional cost.
advertising agency advertising supply and services marketing and advertising internet advertising pay per click advertising newspaper advertising promotion online advertising free advertising business marketing and advertising promotional advertising specialty print advertising banner advertising agency promotional product advertising radio advertising company classified advertising web advertising outdoor advertising ppc advertising advertising agency and services local advertising art layout production service advertising direct internet marketing advertising web site advertising business advertising television advertising jobs advertising services restaurant advertising yellow page advertising agency tv advertising web banner advertising directory advertising services advertising slogan advertising photographer adsense advertising adwords apis cashing billboard advertising advertising balloon pay per click banner advertising gambling online magazine advertising yahoo advertising email advertising free internet advertising internet online marketing advertising business search engine advertising direct mail advertising services advertising design advertising age creative advertising targeted advertising advertising campaign media advertising career free online advertising mobile advertising ogilvy vintage advertising pen internet advertising agency car advertising subliminal advertising idea advertising and marketing employment cheap advertising pen advertising space online advertising company advertising sign career in advertising direct mail advertising small business advertising history of advertising internet marketing online advertising advertising card communication content integrated marketing perspective premium promotion internet banner advertising advertising outdoor billboard affiliate advertising advertising art advertising display advertising product advertising copy advertising affiliate program free web site advertising real estate advertising brand advertising advertising brand communication guerrilla unconventional advertising business internet online internet marketing promotion advertising advertising firm contemporary advertising coroplast akron ohio custom signs and advertising solutions at OfficeJax online flea market