Women in ads

Advertising is defined as “any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.” To fulfill the sponsor’s satisfaction, advertising should be attractive and stimulative to get customers’ attention. Therefore advertising companies are using more raunchy and sensational way on their business. For example, we often see sexual and racial advertising copies, which are the easiest way to catch the public eyes.

Women in adverting have been generally described as graceful and attractive figure. Their body line is always perfect it seems that the figure of women in advertising is beautifully sculpted. Most of them are actually edited by the computer graphic tools, such as Photoshop. People have been influenced by those advertisements that it crams our head with the idea that the standard of beauty is the artificial women in advertising.

In addition, sexuality in advertising has also been issued that sexual or erotic image of female is often appeared in advertising, such as perfume and beer advertising. There are usually no connection between the product and the image of sexuality. The purpose of those advertisements are just to get attract the attention from the customers. For example, Calvin Klein’s first controversial jeans advertisement was when a 15 year old Brooke Shields, in Calvin Klein jeans, remarks, “Want to know what gets between me and my Calvin’s? Nothing”. This way of advertising is quite enough to catch the public eyes, however it has been criticized that they are selling sex.

The following advertising is the example of sexual imagies from Tom Ford advertising. On the left picture, a woman is holding a bottle of perfume with her breasts that there is no connection between the woman naked and perfume. And right picture shows that a woman wearing sunglasses is biting a person’s middle finger that it is enough to imagine sexual image, and also it doesn’t have any relationship between the sunglasses and woman’s behavior. This advertising is banned in Italy by the reason that it goes beyond acceptable limits for advertising aimed at the general public.

This advertising was deemed as the most disturbing ad found in December in 2008 fashion magazines. It is also shows violent and sexist image that a man wearing suit is standing by a car while he holds a necktie around a dead body of a woman wearing a bra and panties. This advertising can be considered that the man in this advertising represents a dominate male figure.