WOMEN IN ADVERTISING

Savica Dimitrieska () and Tanja Efremova ()
Additional contact information
Savica Dimitrieska: European University, Skopje
Tanja Efremova: Statistics Department, National Bank of the Republic of North Macedonia, Skopje

Economics and Management, 2020, vol. 17, issue 1, 164-170

Abstract: Advertising is a very important and powerful tool for companies to attract consumers. Companies spend huge sums of money to fight against the consumer’s attention deficits. That is why they try to make their ads interesting, more attractive, appealing, sexier, exciting. However, at the same time, advertising is a reflection of existing social, economic, political, scientific, technological, cultural, and moral values of a society. Over the past 100 years or so, research has shown that advertising has manipu lated and distorted the real image of women. Companies do not portray women as powerful and inteligent persons, but on contrary, they were presented stereotypically as housewives or sexual objects and dependent on men. In almost all advertisements, the woman was presented as naive, unintelligent, weak, submissive and obidient creature. In the 21st century, advertisements portray women in ideal proportions, with beautiful physical attributes, skinny, tall, blonde, brittle, delicate. They create another problem now, for ordinary women and girls who want to copy those models. Today ads impose problems such as depression, malnutrition, low self-esteem, underestimation, complexes, low self-value. The main challenge is to make pressure on advertising companies to portray women in a more positive way, as a role model in a society. Women have to be shown in normal sizes, different colors and shapes, with different business careers, that promote health, care and self-esteem.

Keywords: Women; advertising; consumers; stereotypes; attention deficit; social values (search for similar items in EconPapers)
JEL-codes: O20 (search for similar items in EconPapers)
Date: 2020
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