commodification of women Essay

3170 Words Oct 15th, 2013 13 Pages

Advertising is a form of communication used to persuade an audience(viewers, readers, listeners)to take some action with respect to products, ideas or services. Most commonly the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common .Advertising messages are usually paid for by various sponsors and viewed via various traditional media ; including mass media such as newspapers, magazines, television commercial, radio advertisement, outdoor advertising or direct mail ,or new media such as website and text messages.

History of Advertising
Going back in time Egyptians used papyrus to make sale messages and wall posters.
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Feminist social theory has been concerned with understanding fundamental inequalities between women and men and with analysis of male power over women. Its basic premise is that male derives from the social, economic, political arrangements specific to particular societies. Endorsing the view ,American feminist Catherine Mackinnon says: “men create the world from their point of view ,which then becomes the truth to be described .This is male world”.Initially feminist theory based its study on “things” such as housework, inequalities or male violence but now it has to be more concernd with “words” and with issues of representation. One of theses issues which is much discussed is women and their role in sphere of Advertising .Going with Mc Kinnon ,it can be said that in this field ,till recently everything was created from the male point of view .The interest was focussed on women in a house, as a wife, mother, homemaker and well wisher. This was image that would sell.
From Marxist Social Perspective: The Marxist theory concentrates on the role of women in economic growth. Women are now capable of contributing towards the economy and share equal monetary

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