Representation of women

Women have always been victimized by being measured against cultural and religious morals of beauty, but advertising today often uses a little extreme by adding the element of sexism to make these notions of "ideal beauty" more prevalent and increasingly unattainable leading to various sorts of complexes.

There is no doubt, that advertisements and media in particular have their own marketing strategies. But the way they portray women as a sexual and saleable commodity, is indeed a cause of concern and needs to be checked.

We see that with modernization, woman's physical attributes are commercially browbeaten. In advertising, women are presented as an object of fantasized attraction to boost up sales. Whether a car commercial, or the introduction of a new tea brand, cooking oil, shampoos or other consumer goods, women remain the sale attraction. They use their body images even for the sale of the products.

Hence, we see that it is high time to realize and curb all the negative roles played by media to portray women and this very media should be used to promote the women as to what they actually are suppose to be presented as. This is the time to come up with policies and ramifications to make and use media as a useful and more responsible tool to promote gender equality and positive attitudes and behaviors.