Are they selling their products or women?
Last night I was watching tv. Then suddenly, an image of a highly sensual lady appeared on tv. The lady was holding a juice cane in her hand. But the cameraman was more interested in showing and focusing on the female’s body than the juice cane. The young lady was sitting near a beautiful waterfall, and her dress was modern. The camera focused on her red lips and her throat rather than on the juice cane. I got confused about whether we should buy this product or this lady? Mass media uses women for promoting their products sell. In these ads, they show women as an object. They offer them as a product, not as a human. They portray them like dolls; in advertisements, they depict the perfect image of women; for instance, women have long, beautiful, shiny, flawless white skin and slim figures. The ad focuses on every curve of a woman’s body. No doubt, they are objectifying women.
This world is completely following the tradition of objectifying ladies. The mass media industry is under the control of men. Men use the female’s body as a token to increase the desirability of their so-called products. This kind of attitude affects the psychology of females. Because they are bound to follow this society’s modern trends, they think they could not get fame and importance in this world without showing their bodies. But objectification affects women badly daily, and they have to face the male gaze. Women get into severe mental trauma. The male gaze penetrates deeply into their bodies. As a result, women accept that they are just for the amusement of the men.
The patriarchal system makes sexualized advertisements for their material benefits. Advertisement industries wanted to gain more profit, and they wanted to promote a consumerist culture. When ladies in our home watch these advertisements, they get unsatisfied with their physical appearance. From this point, an inner war starts in females. They try hard to adopt a sensual and attractive appearance. The gents shaving kits and even dairy products present females as an object of lust. They show in this advertisement, various semi-naked models.
You could not avoid these kinds of advertisements. Once I was traveling in my car. Then suddenly I saw a lady on the billboard. She was showing her thighs, legs, bosom, and her neck. It left me in awe when I felt she was waving towards her audience in a very sensual way.
You will find these ads everywhere; you will find them in your surroundings on billboards, posters, and fashion magazines. Through these ads, men are taught to see women as a product, not human beings.
Mass media and some prominent organizations and entertainment shows also exhibit women. Undoubtedly, these organizations provide women with confidence and give them a platform to prove themselves. But why beauty is necessary to prove oneself. Why is only a woman with a beautiful face required in these organizations? Women in these shows are bound to wear all those dresses, such as bikinis, to objectify themselves. Why do they not rely on their inner ability to prove themselves? Why has society made physical beauty a touchstone to measure women’s intelligence?
I think the “me too” moment and other social media moments against sexual assault are the best shreds of evidence to prove that women want freedom from this kind of attitude. Women are obsessed with this objectified culture. Even at a higher level, females are not safe and protected. So, mass media should stop portraying females as products and depict women as constructive and robust human entities.