Depiction of Women in advertisements Argument

Depiction of Women in advertisements: Argument

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Introduction

Images of women in have been utilized in advertisements for a long time, since the beginning of making advertisements. During 19th century, images of women were rampant in ads for salons, posters, tobacco ads and signs. The use of attractive images of beautiful women was hailed as a major driver for increased sales in businesses (Zhang, Miller & Harrison, 2008). Since then, women images have continued to be used today to advertise various products and services. However, the depiction of women in advertisements has been criticized by feminists and advocates of women’s rights. Among other reasons, they have cited that the use of images of women in advertisements constitute cultural abuse. The most criticized aspect in the use of images of women in advertisement is issue of objectification or the portrayal of women as objects. Despite criticism advanced by feminists, another section of the society has defended the portrayal of women in advertisements. This paper seeks presents the two opposing perspectives in the society regarding the portrayal of women in advertisements. While I support the views held by both groups, I conclude by giving some possible solutions to the issue.

Discussion

The portrayal of women in advertisements has been widely discussed over the past decades (Cohen, 2010). The interest in the issue was sparked by the women’s movement that was established in 1960s. Feminists who have conducted studies on the issue have categorized women according to various roles that they play in the advertisements. Ferguson, Kreshel, and Tinkham (as cited in Cohen, 2010) categorized women into decorative element, housewife, dependent on men and sex object. Lysonski categorized them into sex object, neutral, career oriented and physical attractiveness (Cohen, 2010). Mayne described women in advertisements as alluring objects of sexual gratification (Cohen, 2010). Generally, the above researchers have criticized the portrayal of women in advertisements, arguing that the advertisements have a detrimental impact on culture. To start with, the feminists have demonstrated that the advertisements lead to unrealistic expectation among men regarding how women should behave. This leads to erosion of traditional understanding of women in the society. Secondly, the researchers have argued that the portrayal of women can lead to psychological disorders on the parties involved, such as bulimia, anorexia, and body dysphormic disorder. According to the feminists, the stereotyping of the women who are portrayed in the advertisements or the media may lead to mass stereotyping and in turn, this may lead to loss of societal opportunities for women who fit those stereotypes (Cohen, 2010).

According to Cohen (2010), there is tendency for advertisers to use attractive or beautiful women in the advertisements. The feminists have argued that such advertisements may affect the average women who may feel that they are less appealing, loess beautiful and less attractive in compariosopn with the women who are portrayed in the advertisements. Those who have opposed depiction of women in advertisements have expressed concerns that the the increasingly coercive nature iof the appeal for sexualized advertisements may cause harm in the society. Critics of the issue have tried to show that the advertisements may lead to erosion of cultural values, leading ti increase in acceptance and likelihood of sexual violence. The feminists argue that advertisements portraying women tend to make sex commercial, exploitation and commercial. As a result, girls exposed to such advertisements tend to become sexually aggressive and to experiment sex at earlier ages. Gruber and Grube (Saad, 2007). notes that as a result of increased sexually objectified portrayals of women in advertisements in the United States, the rate of pregnancy among girls aged between 15 and 17 is significantly higher than in other industrialized nations.

On the other hand, onother section in the society has defended the portrayal of women in the media. Gallup & Robinson for instance, defends the depiction of women in tem media, arguing that the nature of imergery that is often use in presenting women usually corresponds to the interests of consumers (Gruber and Grube (Saad, 2007). Gallup & Robinson, argues that advertisers are always keen to respond to the needs and interests of consumners. For instance, where blonde women are represented in advertisements, it is highly likely that they appeal to a greater percentage of audience. Similarly, in firms and advertisements where thinner woinmen are over-represented, it means that a greater percentage of people in the targeted society identify with thin people. Gallup & Robinso found that the use of images of nude women has been one of th moost effective strategies in marketing that has in most cases resulte to above-average aoutcomes (Frith, K., Shaw, P. & Cheng, H. (2005). The critics of the feminist movements argue that some of the assumptions made by the feminists regarding objectification are flawed. For instance, Camille Paglia argues that “Turning people into sex objects is one of the specialties of our species.” Other researchers have found opposing findings to the suggestions made by feminists (Frith, K., Shaw, P. & Cheng, H. (2005). For instance, Berl Kutchinsky found that aftet pornography pictures and firlms were legalized in Denmark, there was no signifivcant increase in the number ogf people involved in sex crimes (Frith, K., Shaw, P. & Cheng, H. (2005). Many other studies have been conducted which have supported the conclusion made by Berl Kutchinsky. Some social conservatists have agreed with some of the views advanced by fenminists. Although Milton Diamond criticized the issue advanced by fem, monists about objectifivcation, he found that reduction in exposure of the society to sexually explicit material led to a significant decrease in cases of child sexual abuse. Some conservatisys who have soupoortted the view of feminists have argued that te increase in sexualobjectification of women in Western Nations is a cause of sexual revolution. Such consrvatists as Wendy Shalit suggest that the problem can only b solved if the society can go back to the pre-sexual revolution standards of sexual morality (Frith, K., Shaw, P. & Cheng, H. (2005)..

Conclusion

In conclusion, it is clear that the use of images of women in advertisements has various implications in the society. As the feminists argue, the advertisements tend to erode the way women are understood traditionally in the society. It cannot be ruled out that this has resulted in increase of some controversial sexual behaviours, such as child sexual abuse and engagement in sexual activities among people who are below the age of maturiry. At the same time, it cannot be ruled out that the advertisements have a positive impact in facilitating consumption of products and services in the society, as argued by conservatists. An important thing to note here is the fact that increase in objectification of women is ine of the key results of sexual revolution in the society, a force that can be difficult to deal with. I support both perspectives but in my view, more solid solutions may be required to solve the issue, other than protesting against it. One of the possible solution is to explain to women in the society that the advertisements do not reflect reality. This can make women les affected or offended by them. Secondly, advertisers should assume some moral responsibility and be more cautiopus when disseminating images of women to be consumed by the public.

References

Cohen, C. J. (2010). Democracy Remixed. Oxford; New York, N.Y.: Oxford University Press,

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Frith, K., Shaw, P. & Cheng, H. (2005). The Construction of Beauty: A Cross-Cultural Analysis

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Saad, G. (2007). The evolutionary bases of consumption, New York (NY): Routledge,

Zhang, Y.; Miller, L. E. & Harrison, K. (2008). The relationship between exposure to sexual

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