Females and Advertising

Paper Summary:

This paper examines how the use of female images in the media and particularly in advertising has become a contentious issue in recent years and how numerous studies and articles have been written on the subject. There is a general consensus among academics and researchers that the manner in which advertising uses female images has a profound affect on society in general and the individual consumer. However, whether this effect is entirely negative or positive is a question that is at issue. One of the intentions of the present study is to present these views against the background of the history and function of advertising. A central purpose of this dissertation is to examine the implications surrounding the usage of female imagery in advertising. The implications in both a social and psychological sense are examined in-depth. The study also takes cognizance of the various views and opinions of various aspects of this subject. The overall intention of the study is to present a clear overview and analysis of the historical and contemporary reality of the use of female images in the advertising industry.

Outline
Introduction and History of Advertising
The Function and Functioning of Advertising
Implications: Society and Advertising
Implications: Psychology and Advertising
Conclusion and Summation

From the Paper:

"Advertising is an integral part of our social and economic systems. In our complex society, advertising has evolved into a vital communications system for both consumers and businesses. The concepts of buying and consuming have been around since time immemorial and the fact that much of life focuses in this commonplace arena, makes advertising a fascinating subject for anyone who is interested in how people cope with everyday existence. In ancient times 'persuasion through communication' was mainly by word of mouth, yet commercial messages were found in the ruins of Pompeii, a town that was founded in the 7th century BC by the Osci, a people of central Italy."

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