Over the past decade it has been argued that how women

are portrayed in advertisements is a contrast to how they are in

Over the past decade it has been argued that how women
are portrayed in advertisements is a contrast to how they are in real
life. It is an ongoing controversy. WomenThis controversy has

real life. It is an ongoing controversy. Women have changed over

the years: taking on bigger roles in society. Therefore women
should be depicted as the stronger and independent women they

intensified in more recent times as the roles women play in society

have changed, becoming much less differentiated from those
played by men in many Western contexts particularlyover the
years: taking on bigger roles in society. Many people feel

are. However, advertisers are more interested in money than the

women. They probably do not think that they offend many
women with these inaccuracies. Women in ads and women in

thatTherefore women should therefore be depicted as the stronger

and independent women they are;.hHowever, advertisers are by
nature more interested in money profitthan the social struggle for
women to be fairly treated and represented. They Doubtless

real life will be contrasted below.

The creators of some ads make it seem as if only white
women exist. White women have always been seen as queens
by many. They are the most beautiful, have class etc. they appear
in beauty ads, health ads, ads for household items etc. If there are
black women, mostly the light-coloured ones are chosen.

someprobably do not even think realizethat they offend many

women with these inaccuracies. Some examples of how wWomen
arecommonly depicted in advertisingswill thus be discussed below,
contrasting these depictions with the diverse realities of actual
women in societyand women in real life will be contrasted below.
The creators of some ads make it seem as if only white
women exist. White women have always been seen as queens by
many:.tThey are considered to be the most beautiful, to "have

However, the ratio is probably five to seven white women to one

class",and thus etc. they appear in ads for beauty and ads, health

black woman.
In many ads, women appear to be one size and blemish

productsads, orads for household items etc. If there are any black
women, mostly the light-coloured ones are chosen. However, but
in any case,the ratio is probably five to seven white women to one

free. They are slim, well sculpted with smooth looking skin and
wear makeup. This can be interpreted as to be beautiful and to
be accepted you have to always look this way. This is not

black woman.
Similar stereotyping is seen in the way women's physical
attributes, other than racial ones, are limited to a certain "ideal" in
advertising. In many ads, women appear to be one size and always

limited to beauty and health care advertisements but it also

happens for household items, outdoor items etc. Female viewers,
especially those with a low self esteem would harbor the idea

blemish free and . tThey are slim, well sculpted with smoothlooking skin and wear makeup. Given the power of advertising to
dictate a sense of what is "normal" or desirable, tThis can be
interpreted by many as to be beautiful and to be accepted you

that to be beautiful and to be accepted you should always look

like this. Unfortunately, it is a good scheme to help to boost the
sales of their products. In a study done overseas, women were

have to always look this way. This is not limited to beauty and
health care advertisements - where it might be defended as a
logical tendency - but it also happens for household items, outdoor
items etchousehold or outdoor items where beauty would not seem

asked if ' Do you to any extent try and match your appearance to
the models on television adverts?' Some said no while others
said yes when it comes to hair and clothing.

to be at issue at all. Female viewers, especially those with a low

self-esteem,would can thus easilyharbor the idea that to be
beautiful and to be accepted you should always look like thistheir
appearance must conform to this implied social norm at all times,

Women of different races and skin colour do exist. White

women are not queens and are not the only ones with beauty and
brains. They share similarities with other races whether good or

even when performing tasks that make it frankly impractical.

Unfortunately, this kind of "aspirational" advertising works: it is a
good scheme to help to boost the sales of their products. iIn a

bad. Women should be given an equally opportunity and not be

stereotyped. For instance, a woman from any race can be a part

studydone conducted overseasinternationally, women were asked

if ' Do you to any extent try and match your appearance to the
models on television adverts?' Though sSome said no, a

of a household advertisement. When it comes to beauty products

this may be different.It is about the item not the woman. Once
the product is useful and affordable it will be bought. Every race
has something to offer and should not be judged by their skin
colour.

considerable proportion while others said yes when it comes to

hair and clothing.
Globally, wWomen of different races and skin colourdo
existoutnumber white women, who. White women are of course
not necessarily "queens" and are not the only ones with beauty and
brains. They share similarities with other races, whether good or
bad. Women should be given an equally opportunity and not be
stereotypedThe racial diversity in advertising thus needs to go

In reality, women are of different sizes and have some

type of blemish. This does not necessarily make them less

much further in reflecting the diversity in many societies. For

instance, a woman from any race can be a part of a household
advertisement - though many feminists would argue that the

appealing. Furthermore, many are much more beautiful than

positioning of women only as keepers of the domestic space is in

those who have to conceal everything. However, these women

itself a stereotype.When it comes to beauty products this may be

that use concealers are more likely to develop skin diseases from
the constant use in order to beautify themselves. With that said,

different.It is about the item not the woman. Once the product is
useful and affordable it will be bought. Every race has something
to offer and should not be judged by their skin colour.

women are more confident than before and have opened their
eyes to the manipulations of advertisers.

In reality, women are obviously of different sizes and -

In conclusion, women in real life are different from how

advertisers try to portray them. Advertisers need to stop playing

being human - have some type of blemish. This does not

necessarily make them less appealing. Furthermore, many are
much more beautiful than those who have to or choose to conceal

with the minds of women in order to force them to buy

products. They should portray women as confident, working
women, strongetc which they have become over the years. They

everything using expensive makeup products. HoweverMoreover,

these women that use concealers are more likely to develop skin
diseases from their constant use in order to beautify
themselves.With that said, women are more confident than before

should also not limit races to certain advertisements.

and have opened their eyes to the manipulations of advertisers.

In conclusion, the vast majority of women in real life are
clearly different from how advertisers try to portray them. In the
higher interest of social justice and psychological health in the
society, aAdvertisers need toshould stop playing with the minds of
women in order to force them to buy products. They should be
more willing to portray women as the confident, strong working
people women, strong etcwhich they many have become over the
years. They should also not limit races to certain
advertisementsDiversity in race, body type and social roles should
therefore become the watchword of a more inclusive and socially
progressive advertising culture, as is already exemplified in some
contexts by the representation of a wider range of female types,
restrictions on excessively thin models and social pressure around
racially "monochrome" advertising.