Strength for Today and Bright Hope for Tomorrow

Volume 10 : 3 March 2010
ISSN 1930-2940

Managing Editor: M. S. Thirumalai, Ph.D.
Editors: B. Mallikarjun, Ph.D.
         Sam Mohanlal, Ph.D.
         B. A. Sharada, Ph.D.
         A. R. Fatihi, Ph.D.
         Lakhan Gusain, Ph.D.
         K. Karunakaran, Ph.D.
         Jennifer Marie Bayer, Ph.D.



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Women in Advertisements

Adlin Asha, M.A., M.Phil. (Candidate)

Powerful Means of Social Communication

Advertisements are by far the most powerful means of social communication one can ever come across. It is part of us since the time immemorial. The most standard definition of advertising is: "Advertising is the non- personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media". (Bovee 1992, 7)

Three Purposes

Advertising serves three purposes. They are as follows:

i. to sign up new customers
ii. to increase use of goods
iii. help the customers to choose the items among competing brands

This holds true for all kinds of products and markets. On the whole, these three purposes can be merged into a single purpose i.e., to persuade the customer to choose one brand over another and hold them for life. So it basically deals with capturing human feelings and emotions. Advertisers use different methods to achieve this.

A Non-moral Force

The role of advertisement in today's world is not just spreading brand awareness; it also shows us where we situate in the world today. "Advertising is a non-moral force, like electricity, which not only illuminates but electrocutes its worth to civilization depends upon how it is used", said William Bernbach.

Women in Ads

Indian and global advertisement portrays women in domestic role or as decorative sex object. This we can say, because media loves to see women as home-makers. And it loves to see her as an fervent consumer. Therefore here, we see the different roles that women are shown to fill, and in some aspects they are representative; there are domestic women, career women, mothers, beautiful women etc.

Role of Women

Women are still portrayed in a conventional manner. They are placed in extremes - either they'll be the beautiful, dutiful or devoted mothers and housewives or the seductive 'other' women.Advertisements that show wives worried over their husbands' health or children's' eating disorder is quite common. All Kellogg's breakfast and other cereal advertisements primarily have women models. Such advertisements locate the woman within dominant ideology as someone, who bears the primary burden of responsibility of nurturing and caring for others. In short, mothers are shown as worthy objects.

This is only the beginning part of the article. PLEASE CLICK HERE TO READ THE ARTICLE IN PRINTER-FRIENDLY VERSION.

The Linguistics of Newspaper Advertising in Nigeria | Women in Advertisements | Case-Assignment Under Government in Modern Literary Arabic | Teaching English as a Foreign Language to Very Young Learners: A Case from Turkey | Association of Self Fashioning and Circumstances in Margaret Atwood's The Blind Assassin | A Moral Lesson, Amoral Lesion - Sharon Pollock's The Komagata Maru Incident | Pariksha: Test by Prem Chand | Treatment of City in Nayantara Sahgal's Storm in Chandigarh | Phrasal Stress in Telugu | Stress Among ELT Teachers: A Study of Performance Evaluation from a Private Secondary School in Haryana | Willa Cather’s Portrayal of the Pioneer Virtues in Alexandra Bergson with Reference to O Pioneers! | Man-Woman Relationship in Nayantara Sahgal's Mistaken Identity | Classroom Management and Quality Control - An Action Research | Hermann Hesse's Siddhartha - A Dualist Spiritual Journey | Impact of Dramatics on Composition Skills of Secondary School English Language Learners in Pakistan | Narrative Technique, Language and Style in R. K. Narayan's Works | Diasporic Crisis of Dual Identity in Jhumpa Lahiri's The Namesake | To Teach or Not to Teach Grammar isn't the Question Any Longer - A Case for Consciousness-Raising Tasks | Cognitive Flexibility in Children with Learning Disability | Coda Deletion in Yemeni Tihami Dialect (YTD)- Autosegmental Analysis | The Enigmatic Maya in Anita Desai's
Cry, The Peacock
| Developing an English Curriculum for a Premedical Program | The Ties of Kinship in Rohinton Mistry's Novels | Indian English: A Linguistic Reality | The Unpredictability of the Sonority of English Words | Women's Representation in Polity: A Need to Enhance Their Participation | Nandhini Oza's Concern for the Tribal Welfare in "The Dam Shall Not Be Built" | A PRINT VERSION OF ALL THE PAPERS OF MARCH 2010 ISSUE IN BOOK FORMAT | HOME PAGE of March 2010 Issue | HOME PAGE | CONTACT EDITOR

Adlin Asha, M.A., M.Phil. (Candidate)
Department of English
Karunya University
Coimbatore - 641 114
Tamilnadu, India

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