Women In Advertising

1462 Words6 Pages
Advertising has been an integral part of the mass culture for many years. It is a common fact that it shows not the reality but the image of the reality based on the people's ideas of how the world works. Yet, it is not only based on the real world, it is forming it in return. All the images are shown in the advertisement influence the behavior of people and shape their values and ideals. So, the fact that the image of women in the advertisement affects the people's expectations in real life does not come as a surprise. However, the modern advertisement puts very high pressure on women by enforcing unrealistic beauty standards that lead to self-objectification, physiological and psychological problems and even self-harm. It is a severe issue…show more content…
However, now the situation has changed, and not only women but men also take part in the household chores, and the advertisement does not seem to reflect the real position in the society. Yet, such advertisements still mostly use women's image as it is highly recognizable stereotype that influences the effectiveness of a product advertising as was mentioned earlier. Nevertheless, such commercials stress the passive role of women in the society (Sheehan 105). The picture of a woman as a “domestic goddess” metaphorically excludes her from the life outside the home and creates false impression that women are not able to perform individually in many spheres of life, or at least they need a guidance of a men (Sheehan 105). So it is important to remember that such images are responsible for production of negative perceptions of women's abilities to perform competently at work (Sheehan 105-106). Thereafter, such images form undesirable images of women that does not correspond to the reality and thus lead to the strengthening of discrimination by gender and inability of many women to compete effectively with men as they are not taken…show more content…
It appears when an individual is evaluated on only part of their personality, and their accomplishments are trivialized (Sheehan 106) which is definitely what happens when women are made to believe their main value is their beauty. Body chopping or dismemberment is often used in the media and leads to the perception of a woman not as a whole but by parts, moreover, negating her mind, soul and personality (Cortese 72). Such presentations show a woman with no personality and thus deny the value of their thoughts and characters and can lead to a lower level of self-esteem and a higher number of depression
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