Women in Advertising


Category : Ad'Or

I have to admit I love women in any type of commercial or print! They tend to do a better job that male subjects. Women occupy a central role in advertising, and they are used mainly:

1. As an illustration of the product, especially if women themselves are targets of advertising. For instance, a woman shows an advertisement for a vacuum cleaner or a washing machine because they are considered to be the traditional stereotypes of the consumers of these products. They can also illustrate an advertisement for a perfume, clothing, or of a car, as they are using such products and consumer target is supposed to identify with these women, or identify with these models.

For some products such as perfumes, clothing, accessories, advertising plays on the ambiguity of the true recipient of the product: is it women who are the consumers, or is it the men who are the “indirect” target that women must seduce?

2. In association with the product. The link between the product and the female is not clearly explained, but the image of the woman is used as a hook-pictorial, as an instrument of provocation. The aim is to draw attention to the product, but not necessarily to identify the female character with the product. The woman is often represented as an object of fantasy, especially sexual, fueled by allusions. The target of advertising is both men and women because the imaginary eroticization of advertising is based on the dynamics of desire and seduction, which interact with both sexes. The entire advertising vehicle is a kind of traditional patriarchal propaganda that seems to exist outside of changing legal and social relationships between men and women.

Sexism in advertising

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