Objectification of Women in Advertisements The purpose of the researcher is to conduct a research to measure a response of how the younger generation of powerful educated women views the idea of women being portrayed in advertisements as an appeal to sell products and their responses to it. The paper reveals that the younger generation of women is against the fact of how the image of a woman is portrayed in advertisements but they also understand it from a perspective. The study also reveals that the female viewers of advertisements are not much affected by it and have a minimalistic approach on their buying intention. The researcher also raises the question of women being used for sexual objectification and the response was that women were not bothered by they being used as a sexual objectification factor in advertisement agency but it only is so because women being portrayed as such does not affect the buying intention of the viewers or the company image.
The third point being the reaction of feminists towards the objectification of women as sex objects in advertisements, yet the new generation of feminists are more open-minded than the earlier layers of feminists as they believe that women are greatly objectified on the screen and it earns them disrespect and puts them in negative gender role but all this said the feminists now differ from what were before and they do not support the portrayal of women in advertisements but they aren’t completely against it either.
This sums up the three main questions of hypothesis of the portrayal of women as objects in advertisements. The Portrayal of women in advertising still raises questions of ethics, culture, representation and gender roles.