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A Feministic Analysis of Pakistani Ads(Elctronic Media)

A Feministic Analysis of Pakistani Ads(Elctronic Media)

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Published by barirah
Its a feminist analysis of Pakistani ads broadcasted on elctronic media.
Its a feminist analysis of Pakistani ads broadcasted on elctronic media.

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Published by: barirah on Jan 12, 2010
Copyright:Attribution Non-commercial

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12/28/2012

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Feminism
 
is the idea that women should have political, social, sexual, intellectual andeconomic rights equal to those of men. It involves various movements,theories, and philosophies, all concerned with issues of gender difference; that advocateequalityfor  women and that campaign fowomen's rightsand interests.
 
Feminism has altered predominant perspectives in a wide range of areas within Western society, ranging fromculture to law. Feminist activists have campaigned for women's legal rights (rights of contract, property rights, voting rights); for women's right to bodily integrity and autonomy,for abortion rights, and for reproductive rights (including access to contraception and quality prenatal care); for protection of women and girls from domestic violence, sexual harassmentand rape; for workplace rights, includingmaternity leaveand equal pay; and against other forms of discrimination. There is a male-dominant system of power in place, and feministscall it patriarchy.As we have already mentioned that feminism is an approach, not a critical model of analysislimited to just one field, we can also look at treatment which women receive in the world of Electronic and Print Media. It is woman who is marginalized and is being exploited by menin this field as well. These advertisements have become fashion and body image bible wheremen and women alike turn to, to be told how to live. Through these ads women measurethemselves against each other, against what men are telling them and what popular culturesuggests. Infact these ads are sexist – 
the definitive example that society is stillladen with masculine values and that people accept sexist advertising asa legitimate form of commercial communication. It comes in all shapesand forms, such as reinforcing gender stereotypes and gender roles,using gratuitous female nudity or sex to sell unrelated products, and bymarginalizing women from advertising and its industry.
Sexist advertising andthe sexualisation of women’s bodies emanates from both problems with the advertisingindustry and society. These problems stem from a wee institution called patriarchy. Our society has sexism so ingrained in it that advertising simply follows suit. Therefore, images
 
that objectify and degrade women’s bodies are accepted as legitimate for advertising, under the guise of portraying a particular product (and therefore the consumer) as simply sexy,seductive and attractive to the opposite sex.There are serious social impacts from this kind of advertising back on society – unrealisticexpectations of womens’ bodies and resulting body image problems, sexual and domesticviolence, and sexism being reinforced as an acceptable form of behaviour. Many forms of media such as magazines and television stations financially benefit from these sexistadvertisements, as they gain the majority of their revenue from the companies who place adswith them. A major concern with sexist advertising is the simple fact that it becomes sonormalised that we don’t even notice it (either because it’s subconscious, dressed-up asartistic or because it’s so widespread). Zubair and Sheikh (2004) also proved that in theworld of advertisement, women are a show piece. 
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That’s why Feminists argue that these ads are a sort of ‘systematic propaganda’. Propagandais defined as:
Disseminating or promoting particular ideals, with theobjective of endeavouring to reinforce or modify theattitudes or behaviour of a particular audience.
We are being subconsciously enticed to buy products by companies who believe that it isokay to use womens’ bodies in a sexual way to make their brand cool, hip and sexy. And notonly are men buying into these products because they are identifying with the product or 
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