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  • Vijesti

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    The best of Latvian and Estonian advertising

    Enjoy the summer with Cinedays Film Factor 20

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  • Tema sedmice
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    Television Audience Measurement: In Serbia, the media are in a race to the bottom for every extra “click”, while in Croatia HTV has undermined the principle of joint monitoring

    This global pandemic, coronavirus, cuts across all geographical borders regardless of cultures and language. What is the role of Public relations today?

    Slaven Fischer: Creativity doesn’t reside in buildings but in people, no matter where they are. It’s natural for people to work from home.

    Janja Božič Marolt: As in every crisis, there will be a lot of victims and some winners in the communications industry of the region.

    Shortcutting Video: New Study Highlights the Effectiveness of 2-second Ads

    Topic of the Day: Can artificial intelligence replace human intelligence and emotions. Is technology a servant or a master?

  • Intervju

    Miranda Mladin: Keeping consumers’ attention is every brand’s biggest challenge

    Nataša Mitrović: I understood that the Balkans should be my primary target area and that, once I had become a shark in the Balkans, then I could make my way “back” into the big world and swim in the sea with the other sharks.

    Ivan Stanković: I admit to having great fun and enjoying myself enormously working on my show, What I am to you and who I am to myself.

    Scott-Gould-naslovnica

    Scot Gould: Stop doing anything that you do that isn’t valuable, tell everyone about that offering, and don’t stop!

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    Lazar Džamić: We are experts at preferring the byways, swamps, and chasms, so that we can keep on going in circles, lost in space

    Irena-naslovna

    Irena Kurtanjek: Contributing to the Communities in which we Operate is the Foundation of Nestlé’s Business

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    Do Brands Always Need to Sell Aggressively to Grow?

    Price of Hate

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    Diary of a Methuselah #159: Ivo Pogorelić and Zoran Todorović weren’t attractive enough for sponsors in Sarajevo

    Diary of a Methuselah #157: The Young Leaders of Tomorrow, a great event for young people who are ready to assume responsibility for the future of industry

    Diary of a Methuselah #156: I’ve been writing my Diary for three years now, and I don’t think I wrote anything smart

    Diary of a Methuselah #154: Three days at the PRO.PR Conference

    Diary of a Methuselah #153: Portal Media Marketing starts a new life today

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    Mladi liderji – Saša Droftina, Luna \TBWA: Želela bi, da bi se spremenil odnos do pitchev

    Mladi Lideri Kristina Gregorc

    Mladi liderji – Kristina Gregorc, Mercator: Zelo sem optimistična in izjemno ponosna in vesela, da sem del tako velike in uspešne ekipe

    Mladi Lideri

    Mladi liderji – Maša Crnkovič, Futura DDB: Največji izziv je vpeljava podatkov in feedback-a uporabnikov v procese dela

    Young leaders – Aneta Nedimović, New Moment Belgrade: Articulating ideas and the value of those ideas is an art form and a skill

    Mladi liderji – Matjaž Muhič, ArnoldVuga: Želel bi več časa za razmislek, za delo, za raziskovanje

  • Tri pitanja

    Robert Wester: Strategic communications is at the top of the European Commission’s agenda

    Chris Pomeroy: Tourism in 2019 accounted for 1 in 10 jobs on the planet and until now it was resilient to all manner of crisis

    Andrey Barannikov: The role of PR in Russia is changing and becoming more strategically important both for brands and communication agencies

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Home Opinion

The Objectification of Women in Advertising

How Advertising Often Treats Women As a Commodity

21/09/2021
in Featured, Opinion
3 min read

Drugi jezik na kojem je dostupan ovaj članak: Bosnian

By Paul Suggett

Since the introduction of advertising many centuries ago, women have been objectified, and in some instances, insulted or degraded. Despite the efforts of many people, it’s apparent that society is still seeing the same patterns of objectification and the mindless use of sexualized women in advertising campaigns.

In many respects, the problem has escalated. With the proliferation of photo retouching software, women’s bodies are not just flawless, they are anatomically impossible. This is harmful on many levels.

Advertising False Ideals

Advertising, marketing, and the fashion industry have created a new type of woman that does not exist in the real world. The “Barbie Doll” look they’re selling has some recognizable features:

  • She has no wrinkles, blemishes, or scars.
  • She has long, smooth, and shapely legs.
  • Her waist is quite small.
  • Her ample breasts and buttocks defy gravity.
  • Her radiant hair looks like CGI.
  • Her eyes are dazzling and bright.
  • Her teeth are shining white and perfectly straight.

Exploiting Learned Desires

At an early age, men are programmed to desire the Barbie Doll woman. This is the woman featured in ads for perfumes and lingerie. She is the centerfold in “Playboy.” Women, from the same early age, are told they must look like this woman. They should aim to have long legs, perfect skin, beautiful hair, and an impossible body.

The problem is: That woman does not exist. She is the product of hours in the makeup chair and days of photo retouching, even if she’s a supermodel. Every woman has imperfections because every woman is human.

A primary goal of advertising is to create a need so that a company can provide a product or service to meet that need. For example, men may drink certain brands of beer because they associate them with advertising’s objectified women.

On the other hand, women might buy certain clothes, foods, and makeup products in an attempt to resemble the beer-drinking girl on TV.

Real-World Results

Men are taught (programmed) to view women as objects. It may have led in part to the way men view women as objects at work.

The extent of this became a public focus in late 2017 with the birth of the #MeToo and Time’s Up movements, which sought to expose the culture of sexual harassment and abuse in Hollywood, and by extension, in the culture.

Early Feminists’ Take

When “Our Bodies, Ourselves” was published in 1970, it urged women to love and honor their bodies. Betty Friedan, who passed away in 2006, and Gloria Steinem—alive and active at 84 as of January 2019—were founders of the feminist movement.

Both had envisioned and worked toward an egalitarian and enlightened world by the 21st century. That has not happened yet. However, if today’s feminist leaders are successful in achieving their goals, advertising will not objectify women moving forward.

Changes in Advertising

Several brands, including Dove and Aerie, have moved away from the images of perfection of the past. They claim to be “Photoshop-free” and celebrate real, diverse women.

Beer brands are moving away from semi-naked models. The craft beer movement is on the rise, and they don’t need Playboy bunnies to help them sell inventory—although, sadly, the majority of men will still be attracted to cliched sexy images.

If you work at an agency, you can try to steer clients away from Photoshopped images of Barbie Doll women. Veer away from the skinny size 2 models, and champion the use of normal-sized women as models for the products you sell.

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