Bushra Naaz | Ground Scoop
Objectification of women in Advertisements: Women have been objectified and, in certain cases, ridiculed or degraded since the advent of advertising many years ago. It’s obvious that society is still seeing the same patterns of objectification and the senseless exploitation of sexualized women in commercial campaigns, despite the efforts of many people.
It’s the 21st century, and the objectification of women is continuing to exist in the most disgusting way. Women are being portrayed as mindless and not serious about their careers, the only thing matters for these advertisers are their bodies and it surely does not stop here women are being shown as gold diggers also.
Whether it’s a fairness cream commercial or a deodorant ad, advertisers can’t look at a woman selling beyond gender stereotypes and sex. A beverage company can’t help but exploit women as a seductive picture to market its drink, and a wedding jewellery company still believes that “getting married” is what every girl dreams of.
Take a look at these advertisements
Slice
The ‘star’ Katrina Kaif is shown sensually stroking a bottle of the drink, with the juice dripping down her lips as she danced about it in an intensely sexual way for the legendary commercial for the juice brand Slice. Later versions of the advertisement began to refer to the beverage as “Aamsutra,” implicitly making reference to the Kamasutra.
‘Glow’ and lovely
According to the ad, if the girl is fair skinned, it will be easier for her to get a good job, buy a car and find a rich rishta because obviously her education and personality doesn’t matter.
Literally every deodorant ad
The alleged influence of the deodorant on luring a bunch of women to a male who has sprayed the product is the focus of these deodorant ads. The women in this advertising are portrayed as thoughtless, identityless bodies who are there as objects of sexual desire servicing the male gaze. The advertising models are carefully chosen to appeal to men’s preferences.
Jack and Jones
This advertisement is highly unsettling because it literally normalises workplace sexual harassment of women, a serious problem that many women deal with. God only knows what the future may hold if prominent figures like Ranveer Singh continue to laud these commercials.
In today’s globalized society, the advertising industry that obnoxiously sexualizes women and their bodies in order to improve the selling of their brands and products should be made aware of the social and psychological consequences of their representation. And its high time for the big movie Stars to understand their responsibilities as the mass follows their footsteps without thinking much.
Bushra Naaz specializes in writing about women-related issues.
