Gender Exploitation In Advertising

1.1 Introduction
Gender exploitation is prevalent in advertising today. The intent of this study is to analyse the specific reasons why this is the case and to prove ‘why is exploitation being implemented so freely in the media before our eyes?’ This study is based on the claim made by W.B. Yeats and the Gensis 3:16 “Women must labour to be beautiful” (W.B. Yeats)
“Unto the women He said, I will greatly multiply thy pain and thy pain and thy travail; in pain thou shalt bring forth children; and thy desire shall be to thy husband, and he shall rule over thee.” – Gensis 3:16
(Wolf 1990: 218)
The word its self; ‘advertising’ can have several definitions today, in the 21st century. There is no single generally acceptable definition of it. Initially

1.2 Contribution to new knowledge
Advertisements cover an extremely large portion of the marketing side; it has a powerful impact on multiple businesses around the world. If there was more time, a future research analysis could have gone in depth on looking at its pros, cons and statistics. In order to achieve that, it would require far more sociological research on the consumers and the company’s that run the adverts, drawing a bigger analysis than focusing on the advertisements themselves. The focal point in contribution to new knowledge to this dissertation is analysing what can be seen in advertisements (visually and psychologically).
“Equality is prevalent in advertising today. But, why is gender exploitation still portrayed through U.S. advertisements in clothing line brands today?”
The idea of adverts being illustrated through more than one medium, just about proves how developed our world around us is nowadays, and how they (ads) are very much part of our lives (through print and

Therefore, an examination is performed on this issue to fill the gap, showing the markets target audience in what they always seem to aim towards, and discuss the matter on how blind we have become of this in the world we live in ‘now’.
In today’s society, our generation has been transformed dramatically by the ‘Net’, that is rapidly growing so quickly everyday. It is influencing and grabbing all age groups into this interrogating social media circle, constantly building this coded world around everyone who enters it. This in result allows people to access a lot of things that is not under human control, but simply the global ‘network’ it self. This is an issue that most definitely needs attention urgently. Hence, this specific research focuses on a subculture, so a lot of its sources will be sourced online; via, eBooks, magazine adverts, commercial adverts, campaigns, anything viral. The information travels quicker, and the messages multiply ten times faster than on the shelves of department stores. Through the researched sources there were a few particular interesting people found, expressing what they had to say about this