Priyanka Patowari , Manjari Nandy
Advertisements if analyzed on ideological
grounds are believed to nourish the materialistic notions in the society by
creating a demand for unnecessary goods. This is one of the most important
criticism of advertisements. Advertisements hence create an aspiration value among
the consumers, it was noted that models were often perceived as role models for
aspirations who people want to imitate. Women particularly aspired to the
physical attractiveness of the female body in the advertisements. Women
considered that they have to match to the beauty standards set by the
advertisements and they also considered that they would be evaluated in the
society with regards to the physical appearance. Advertisers also possess power
in representing only the ‘able-bodied’, ‘fair-skinned, upper class and upper caste female bodies thereby completely
excluding individuals who ae specially-abled and dark-skinned.
Sexuality,
Globalization, Gaze, Advertisement, Media.
VOL.14, ISSUE No.1, March 2022