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Marketing the Female


She is everywhere; isn’t she? You glance sideways while driving or riding- there she is looking down from various posters. You switch on the TV- there she is, showing the latest products from washing powder to home appliances. And yes, there is a visible impact created by showing herself along with the product, that it almost confuses your mind, whether she is trying to market some product or herself. This is where the world has proudly arrived at by the 21st century- marketing the female.

It is quite noticeable that the female is used as an object of attraction, almost as bait. This happens everywhere. It is as if nothing will be bought without a woman displaying some cleavage. Do you think that this means women have manipulative powers? Sadly ‘no’. Whether we are willing to accept it or not, from cosmetic advertisements to magazine covers, we are selling the female. Women today are used as objects of voyeuristic pleasure. But of course we will hear so many counter arguments, surprisingly even from women.

And the danger is in that. People often do not see this as making woman an exhibit. They say; “Women are paid in these”, “They are just acting/advertising products”… They say like that. But, let us open our eyes and see. Let us take one at a time.

Take a cosmetic advertisement as a start. More than the product, we see women showing themselves. Even for men’s perfumes, these ads show how women would leap at you due to your scent. However, let us assume that for a cosmetic ad, women displaying themselves are slightly okay. Now then, take an auto show- a vehicle exhibition. What has a woman got to do with that? Just flashback on any recent autos show you can visualize. You will see models walk around, lean across the hoods, get on top of the hoods of these new vehicles, revealing as much as they can of their bodies. What is the connection between a new Benz and a woman? Once making the mistake of voicing this question, the rude answer I got is that, “You ride both”. This is the level to which the society has dragged down the female.

Even in any song video, there is this hidden idea that it won’t become a hit without having feminine presence. Women are used in such subtle ways, that we hardly notice her as being used. To beautify something, to attract attention, making a woman do the advertising is not a huge issue, but the gravity lies at the point where this has taken the status of the female. The female is made to show her body to lure people in to buying things- from cement to shoe polish. This makes her become an exhibit, with less self-respect. These are not the only issues of marketing the female. This also creates stereotypes.

So far as we’ve seen, she becomes a voyeuristic object for men, for women, these advertised females create low self-esteem. We fail to realize that all those long lashes and perfection is edited behind the camera. The females see the advertised women as ideals, and feel depressed when they feel they cannot be like those ‘gorgeous’ women.

So, yes, it cannot be denied that women add beauty to otherwise dull depictions, but it is high time we review ‘using’ women, before this marketing of females become ‘visual’ prostitution.

About The Author

Lilani Anuruddhika

Lilani Anuruddhika is interested in composing poetry, writing stories, singing, dancing and inspiring people. She also wishes to raise social awareness about female safety and social morals. Lilani is contributing Queen of Sea with poetry and articles.

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