Female Representation in Print Advertisement
Female Representation in Print Advertisement
The society views women as objects to accomplish the desire of others in the society. The objectification of women is evident in advertisements found in popular magazines. Women have been used as objects, to advertise products and services. Unfortunately, the extent of print advertisement goes a notch higher to portray women from a negative perspective. Popular magazines targeting male and female audiences feature advertisement with female models (Chrisler, & McCreary, 2010). Other than selling a product, the women used in print advertisements portray to the society the idea of an ideal female. Advertisements use images of skinny women. The women used are thin are tall. Unfortunately, few women can attain the body size portrayed.
Female representation in print media also gives the notion that women are a source of sexual gratification. Organizations use skimpily dressed women to advertise products and services. An advert may be introducing a new car model to the market but instead of only having the image of the car, they show a skimpily dressed woman posing beside the car. Use of the women gives the advert a sexual appeal. Provocatively dressed women are used, in print media, to advertise alcoholic drinks, cigarettes, perfumes etc (Cortese, 2008). Some print adverts that use women also use words and phrases that have sexual connotations. The use of women and sexually connotative words in print media show the extent the society has gone to objectify women.
The objectification of women in print media must come to an end. Objectification is a vice that encourages societies to view women as a sexual object. It also encourages the society to view women as inferiors in the society which encourages violence and abuse against women (Cahill, 2011).
Reference
Cahill, A. (2011). Overcoming objectification. Taylor and Francis
Chrisler, J. & McCreary, D. (2010). Handbook of gender research in psychology. Springer publishing group
Cortese, A. (2008). Provocateur. Rowman & Littlefield
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