With a female model in advertisements initially started with promotions on products like alcohol and adult entertainment. The trend then spread as being a wildfire in the market and is still being traditionally used although being exaggerated. It is a compulsion now to get a beautiful model in all kinds of advertisement, which sometimes seems unnecessary. They seem to sell anything from shaving gel to cars.
Many women right activists say that the women are being projected as merely a thing by such advertisements. However the harsh truth is that advertisements featuring women is influencing viewers of any age and advertisers have realized this. The advertisement begins with an attractive woman posing in seductive ways as well as the product or the service provided by the company. The beauty of the model already lures the customer, so advertisers do not have to invest more effort to motivate them.
But there are certain drawbacks in using women models in a few advertisements and if a consumer is wise enough, it won’t take time for him to realize that. It is totally irrelevant to include a female model or an actress in advertisement promoting men products. Some really good examples of this point are showing women in axe deodorant commercial and comparison of an partially nude woman’s body towards the body of a car. Second drawback is a result of more concentration on the model, the eye deserved by the product is not sufficient. The main focus of the advertisement is lost.
Surprisingly only few male models advertises for male oriented products. Obviously any good picture of a woman with an Internet commercial seems not logical somewhat, as there are thirty percent of female web users and seventy percent of male web users, worldwide. To add to it, advertisers cannot explain why beautiful bodies bring success to advertisement.
Advertisements are convincing and motivating tool, which can leave a deep impact on the minds in the viewers and plays a major role in molding the culture and attitude of those. Expansive and extensive portraying of girls in this manner merely reduces their image to an object of passion. Emphasis is laid only around the physical beauty of the woman like features, body curves. Following the commercial has been shot, using graphical technology, virtually any imperfection of the body is altered which in such a way sends out the signal that only perfect people are meant to use the product.
The businesses have a moral responsibility also inside society. These commercials have a very negative impact on the society and results in problems faced for the common woman. The main ill effect is the pressure on woman to have those near-perfect bodies. They get so pressurized they take the unhealthy way to achieve the set goals. They develop eating disorders; their own health gets affected which may sometimes lead to irreparable damages. And those who never arrive at that point, face humiliation and acquire taunted by everyone around them. This brings about depression and other long-term psychological diseases.
Based on researches and surveys conducted, almost all of the women vow that commercials lower their self-confidence plus they visualize themselves as unattractive as a result of image being portrayed with the perfect woman in ads. In the usa, seventy-five percent of healthy females feel that they are over-weight. Half of the women populations are saved to some kind of diet program and nearly ten million women suffer from serious eating disorders. The body weight of a fashion model is twenty three percent less than an average weighed ordinary woman.
Advertisements haven’t spared women being beaten up. In a particular after shave lotion commercial, the history voice says that its vital to learn martial arts because when a man applies the company’s product, women around will be attracted and will pounce on him. In the end of the commercial, they show a male model kicking several women model that seem to have attracted to him. This really is degradation of respect of women to the lowest level.
After all this exposure, women viewers identify themselves because weaker sex. Some think that males decide their self-worth. Over exposure of females as sex objects have triggered cases of physical assault and rapes. Majority of the women are taking the wrong way to acquire those stick figures, that happen to be results in diseases, sometimes leading to death. And most of this is attributed to the advertisements that pour in to the lives of innocent people everyday. Marketing ethics should be built to raise the status of woman inside society and give them the due respect and not degrade them.
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