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Textual Analysis In Advertising

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Advertisements are the lifeline of television all over the world especially in the case of India. The transition from the very first advertisement to the present century has been enormous. In the beginning the main purpose of an advertisement was the selling of a product by providing information about it to the audience or consumers. However the purpose of an ad now is not only to inform. It has a host of other important utilities. Today advertisements are a story by themselves. It has a sort of revolutionary touch that goes beyond the mere “sale”. They, are highly impactful and modified to suit the choices of the specific target audience, influencing the mind-set of men and women in different ways and establish an image within society, specifying …show more content…

She talks about ‘bodily integrity’ being a woman’s right to have control over her body, including non-subjection to physical violence, right to intimacy, mobility and to make informed choices regarding sexuality and reproduction. The advertisement does reiterate these words exactly through Deepika’s narration of the poem “My choice…infinite in every direction, this is my choice” which seems ground-breaking to be shown in a patriarchal society where the woman’s body is a culturally coded space in which socially sanctioned norms are inscribed such as her role as mothers, wives, daughters; carrying the burden of “honour and shame”. Thus her body is constantly made to “fit and mould to societal expectations with a severe denial of rights, her bodily integrity constantly violated” (Mathur, 2008, p.55). Also the ad speaks of sexuality; “My body is not…ornaments can be replaced”, which is radical since talking about it in our society is a ‘taboo’. Sex is seen as an instrument for reproduction where pleasure is completely ignored. Women are denied sexual agency which is portrayed by the ad where Deepika is challenging this; “My choice…to have sex before marriage…not have sex”. The ad also addresses the problem of alternative sexuality. However the ad depicts women who are …show more content…

By comparing these two advertisements we see that both of them are trying to portray women’s empowerment in a way through choices; “My choice” talks of women’s sexual agency which allows her to take informed choices and “Tanishq Remarriage” talks of the choice of getting remarried. But both of them fail to actually convey the true values of feminism that gets lost in convoluted portrayals and skewed visions. Although some parts of these respective advertisements are progressive in nature, yet the overall idea is that, these advertisements try to portray are a reinforcement of patriarchal norms and

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Women are known to be beautiful people, but ads take the beautiful and makes it all sexual. Women aren’t treated as people they are used as objects, their bodies are turned into things, all for what the company

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Arzanagh and Danaei, (2013) confirmed that there is a considerable relationship among the advertisements and consumer’s attention, interest, desire, and action when the significance level is controlled to one percent. Arzanagh and Danaei , (2013) also found out a specific correlation between the four different factors of attention, interest, desire and action (Arzanagh & Danaei, 2013) Arzanagh and Danaei, (2013) observed that advertisements on TV has the upper hand in all other advertising methods on getting attention of the consumer, billboard advertising have the second place and lastly comes paper advertisement (magazine and newspaper) which is the least effective method to for gaining attention of the customer (Arzanagh & Danaei, 2013). Arzanagh and Danaei, (2013) surveyed that for attracting buyers’

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It is a belief that these kinds of advertising do not just attract people to buy their products, but they teach men that women are just an object that you can get by buying that product. “Two Ways a Woman Can Get Hurt,” by Jean Kilbourne, she explains that advertising is damaging to the public and most often women by showing that man are using women for their sexual needs. She states that sex in ads is violence and that companies, commercials, and ads are using women to make more money. The author also contends that the posses, face expressions, and the

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It is obvious that media plays a significant role in our society. It affects every aspect of our lives - political, social, and cultural. In the various works including articles, lectures and films, Jean Kilbourne presents an insightful and critical analysis of advertising and its profound negative effect on all of us. She states that, “Advertisement creates a worldview that is based upon cynicism, dissatisfaction and craving” (p. 75). She discusses the issue in a very objective and impartial manner, “The advertisers aren’t evil.

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Position of Women in Advertisements The average American will spend around a year and a half of their lives watching television commercials (Kilbourne 395). Presently advertisements are controlling our everyday lives. In Jean Kilbourne’s article: “Still Killing Us Softly: Advertising and the Obsession with Thinness”, she discusses how advertisements negatively portray women.

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Western culture continues to use infantilized images of women in advertising and pornography because people do not consciously realize the harm, even though people rate these images more negatively” she uses this pathos in a way to show how society, especially men, love to view women as child-like when it comes to the privacy of their sexual desires yet publicly rebuke the ideas in

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Advertisements: Exposed When viewing advertisements, commercials, and marketing techniques in the sense of a rhetorical perspective, rhetorical strategies such as logos, pathos, and ethos heavily influence the way society decides what products they want to purchase. By using these strategies, the advertisement portrayal based on statistics, factual evidence, and emotional involvement give a sense of need and want for that product. Advertisements also make use of social norms to display various expectations among gender roles along with providing differentiation among tasks that are deemed with femininity or masculinity. Therefore, it is of the advertisers and marketing team of that product that initially have the ideas that influence

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Advertising is a form of propaganda that plays a huge role in society and is readily apparent to anyone who watches television, listens to the radio, reads newspapers, uses the internet, or looks at a billboard on the streets and buses. The effects of advertising begin the moment a child asks for a new toy seen on TV or a middle aged man decides he needs that new car. It is negatively impacting our society. To begin, the companies which make advertisements know who to aim their ads at and how to emotionally connect their product with a viewer. For example, “Studies conducted for Seventeen magazine have shown that 29 percent of adult women still buy the brand of coffee they preferred as a teenager, and 41 percent buy the same brand of mascara”

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Advertising is displayed all around the world for everyone to see and it sometimes gives a bad message to the viewers. Advertisements tell us that there is only one dominant way to be feminine and only one dominant way to be masculine and if you do not conform to these gender codes that is not considered normal. Unfortunately, I have caught myself following these gender codes that are shown in advertising, it has affected me with the way I see people and myself. By using a sociological perspective I have started to look into the advertisements that I see and understand how women are portrayed as helpless and weak while men are portrayed as powerful and dominant. I also looked into how advertising supports hegemonic masculinity, which is the idea of masculinity being dominant.

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“Turning a human being into a thing, an object, is almost always the first step toward justifying violence against that person” (Kilbourne,278). When advertisers continuously use women as sex objects in order to sell their products they begin to form the mindset that “all women, regardless of age, are

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