Entrepreneuriat et gestion des organisations

Commodification of Women in Advertising: The Social Cost

Abstract

Wani KA

Advertising has become an essential marketing activity in the modern consumer world. Organizations rely heavily on advertising to draw consumer attention to their market offering. Besides being a profit making gizmo at the hands of marketers, advertising also plays an important role in influencing social attitudes and moral standards. However, today’s ad world has been less sensitive towards health of the moral fabric of society and has been accused by many for objectifying women. Unfortunately, women have been transformed into commodities to be marketed. Commodification of women has been happening at a subliminal level. This paper examines how advertising transforms manifold attitudes towards women turning them into mere objects to be looked at. The paper also aims to highlight the arguments ethicists have given against using a woman’s body and desirability to sell various products. They also warn that this kind of portrayal can have serious repercussions for the society, as it strongly influences how women are being viewed.