Representation of Women in Advertisements

Abstract

The primary purpose of this paper is to understand people's perception about overt sexuality and objectification of women in advertisements through the ages. Substantiating the content with both-current trending advertisements and previous studies that have been conducted, the research paper analyses the difference in perception of advertisements among generations and brings to light the intentional shift in focus by brands from the features of the brand to the models in the ad. Women are particularly vulnerable to an advertiser's use of representation of people as symbols and are relatively powerless because of male dominance in today's society. Index Terms: Overt sexuality, objectification of women, advertising depictions and subordination of women