Many women right activists say that the women are being projected as merely an object by such advertisements. But the harsh truth is that advertisements featuring women is influencing viewers of all ages and advertisers have realized this. The advertisement starts with an attractive woman posing in seductive ways followed by the product or the service offered by the company. The beauty of the model already lures the customer, so advertisers do not have to put in more effort to motivate them.
Advertisements can leave a deep impact on the minds of the viewers and plays a major role in molding the culture and attitude of the people. Expansive and extensive portraying of women in this manner merely reduces their image to an object of passion. Emphasis is laid only on the physical beauty of the woman like features, body curves.
TELEVISION ADVERTISING AND SEX ROLE STEREOTYPING - Cumberbatch et al. 1990
Men:women - 2:1
50% of women judged to be 21-30 - 30% of men
Those judged over 30 men:women 3:1
The ideal body type could be applied to 11% of men and 35% women
34% of women blonde compared to 11% men
64% of women and 22% of males deemed attractive
21% women deemed beautiful vs. 4% men
Men twice as likely to be shown inpaid employment
Only in 7% was housework shown as dominant activity for women however women were more likely to be shown doing housework than men women-45% men%21
Greater proportion of men shown cooking 32:24. With men cooking represented as skilled activity, with women as chore
Relationship status more prevalent in women (more... [continues]
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