The Importance Of Commodification In Advertising

1117 Words5 Pages
Advertising reduces time taken by a consumer to make a purchase and time taken by advertiser to inform the consumer about the product. It gives an objective to the advertiser why they are advertising. As the purpose of advertising can vary, most of the times it is sale only but in many cases it’s upgrading or just informing buyer about the product. It adds value to the product and brand because everything is promised by advertisers in public domain. It also reduces the distribution cost of the product and ultimately the burden on consumer is also less. Advertisements and Women Commodification in advertising of women brings out a paradoxical nature of woman’s role as a consumer; she is the subject of transaction in which her own commodification is ultimately the object. Advertising does this by highlighting various parts of female body in an erotic manner to sell products which are not even at times used by her and are male products. Therefore it is said that in transaction of sale and goods it is the women who becomes a good herself. Their body parts in a very revealing manner are made to sell everything from cars juices, undergarments, shaving creams, television, phone etc.…show more content…
At times their hands, legs, lips, eyes etc all are shown separately ,which gives an impression that part and person are different individual and body parts are more important than true individual i.e human being in image is fragmented and not coherent. Such portrayal of women in advertisements does effect their image in the society. Women feel very low in their self esteem. It is projected by advertisements that women who are thin are only wanted in certain professions that of front desk, bar tender etc. Women are under constant pressure to look

More about The Importance Of Commodification In Advertising

Open Document