The Role of Women in the Society - Research Paper Example

In this context, it can be stated that the portrayal of women in advertising is nothing new. Gender-based advertisement has shown a growing trend and has become more diverse over the years. It is a known fact that repetitive themes shown in advertisements influence the perception of people and society to a great extent. The mode of the advertisement using media and print media such as magazines has shown profound transition over centuries. Notwithstanding, it is often argued that the role of women in advertising is much narrower than that of men.

In this regard, many scholars have claimed that advertising characters of women are portrayed as subordinates to men and in a passive role. Sexual portrayal and sexuality have been used in advertisements for since long. The gender stereotype was clearly visible in earlier centuries, and the role of women in advertising profoundly affected the perception of society towards women (Jacobson and Mazur 75-82). Historically, women in advertising had been represented as sex objects and had been subject to widespread exploitation.

Besides, gender biases and racial biases were clearly apparent in the historical context with respect to women advertising. The image of women during the earlier centuries, particularly in the 19the century, extremely suffered in society due to objectification as well as sexism. It is evident that women are used in advertisements, and their image is sometimes manipulated and distorted in order to promote women as stereotyped sex objects. This is again due to the fact that women were given no power in the earlier days.

The theme of using women as sexual objects was initiated in the year 1850 when women were used and exposed to sell the product. For instance, the portrayal of nude women for the sale of tobacco in the 1850s was normal due to the perception and mindset of people. Gender role was high in the initial years when advertisement through television or magazines was initiated. The portrayal of women has changed in the field of the advertisement from 19th century in the present day context as women nowadays are portrayed with dignity (DiSalvatore 3-22).