Satya Raj Joshi
Abstract: Advertising affects everyone. The idea I explore in my work is that advertising images do not simply depict changes in women’s fashion, accessories, or household products. They are also part of a cultural and social system within which femininity and women are defined and constructed into an ideal of female beauty: a young, thin, white, toned, and flawless body. Ideal female beauty is the indicator of how today’s printed advertising is a system of signs and symbols that position, constrain, objectify, and sell women within a consumerist and capitalist society. The visual impact of an image is one of the most immediate and straightforward influences of modern socialization. It conveys feelings and builds societal and cultural ways of seeing through which people interpret and understand the outer world. Thus, the feelings and the visual response one has to an image may be the result of personal experience, but is also the result of pre-determined, profit-driven marketing strategy.
Keywords: Male Consumer Gaze, Advertising, Branding, Objectified, phallic power, erotic female body, visual impact