Graphic design

WOMAN AND ADVERTISING

2006 Woman and Advertising

I . Introduction

HYPERLINK "http /marketing .about .com /mbiopage .htm " Laura Schneider differ the terminology of marketing ' and sales ' with a of reach ' and close . She says that marketing is everything that we do to reach and persuade prospects . In marketing strategy , we are familiar with the term marketing mix ' composing of Product Promotion , Place , and Price

Concerning the promotion , we witness lots of advertisings fill the space of advertorial spots in all media from newss to television and a simple brochure to

complicated pop ups advertising over the Internet They are all bringing the same intention that is to attract customers and fledgling ones to use the advertised products or services repeatedly

In the U .S and other parts of the world , we witness that many companies are facing fiercer competition in attracting and retaining new customers (Starr , 2004 . This situation , historically , drives the corporations to use many media like televisions , magazines , and radios to promote their products

In recent years , the use of television for advertising media shows a growing number since people love to hear and watch and scientifically motion pictures or video have greater influences to audiences . Coupled with sexual appeals that women have , advertising in television holds major share compared to other type of media like newss , magazines or outdoor media

Interestingly , the advertising agencies and the corporations who appoint them are commonly using the same subjects , the women . Although the advertised products are intended for men , still in the commercial spots we witness women play major roles in promoting the products (Figure 1

The facts soon raise critics that advertisers are intentionally and inappropriately exploiting women to entice customers and fledgling ones to buy the advertised products . This is because the advertisings intentionally highlight and often exploit the sexual appeals of women by displaying women who wearing hot pants , bikini , inviting body language and many more

Figure 1 Parfum for Men that Exhibit a Nude Woman

http /facultystaff .vwc .edu mhall /advertisements /perfume /images /Calvin 20Klein--Kate 20Moss 20as 20androgenous 20nude--various 2091 .jpg

Concerning this issue , this will discuss several aspects of controversial advertisings especially related to the issue of sex in the advertising including the body image , consumer 's attitude towards such advertising , and stereotypes of women while still referring to the case of controversial ads of Calvin Klein

II . Woman and Controversy of Television Advertising

II .1 Impact of Consumerism Era

In this globalization and consumerism era , mostly in metropolitan area advertising activity is very coherent in society 's life . Let us try to answer this simple question , Have we in one single day not touched by advertising of products and services ' It is almost impossible since advertising has sieged us from many directions . At the morning on the way to offices or markets , we always see various advertising perching above big billboard . At the afternoon , the moment when we read news between the lunchtime , advertisings also appear on some pages of the news

At...