Teacher’s Summary:
In her insightful paper, “The Impact of Advertising on Women’s Image: A Cross-Cultural Perspective,” Priya Patel examines the portrayal of women in advertising across different cultures, particularly comparing her experiences in India and the United States. She discusses how advertising shapes cultural norms and sets unrealistic standards, leading to body dissatisfaction and perpetuating stereotypes. Priya highlights the sexual objectification of women, with a focus on body parts, and presents a case study on Calvin Klein’s controversial campaigns. She emphasizes the need for more responsible advertising practices that promote diverse beauty standards and focus on women’s achievements rather than appearance. Her paper combines academic research with personal reflections, offering a compelling argument for a more inclusive and empowering media landscape.
The Impact of Advertising on Women’s Image: A Cross-Cultural Perspective
By Priya Patel
Honor Student
Iowa State University
Introduction
As an Indian woman pursuing higher education in the United States, I find myself at a unique vantage point to observe and analyze the portrayal of women in advertising across different cultures. My journey from Mumbai to Iowa has exposed me to a wide spectrum of media representations, prompting me to critically examine the impact of advertising on women’s self-image and societal roles. This paper explores the complex relationship between advertising, gender roles, and cultural expectations, drawing from both academic research and personal observations.
The Power of Advertising in Shaping Cultural Norms
Setting Unrealistic Standards
Advertising does more than promote products; it shapes our cultural ideals and personal aspirations. As I flip through American fashion magazines in my university library, I’m struck by how different these images are from the Bollywood-influenced media I grew up with in India. Both set unrealistic standards, but in notably different ways.
Research indicates that idealized images in advertisements often become the benchmarks against which we measure ourselves. A study by Grabe, Ward, and Hyde (2008) found that exposure to mass media depicting thin-ideal imagery is linked to increased body dissatisfaction among women.
The Dual Impact on Men and Women
These idealized images affect both men and women, but in different ways:
- For men, they often reinforce stereotypical views of femininity.
- For women, they create pressure to conform to often unattainable standards.
During a recent class discussion, I was surprised to learn that many of my American classmates feel the same pressures I experienced in India, albeit manifested differently.
The Objectification of Women in Advertising
Sexual Objectification
One of the most concerning aspects of women’s portrayal in advertising is their sexual objectification. A content analysis by Stankiewicz and Rosselli (2008) found that 50% of advertisements featuring women portrayed them as sex objects.
Personal Observation: During my marketing internship last summer, I was disheartened to see how often creative briefs called for women to be portrayed in sexually suggestive ways, regardless of the product being advertised.
Focus on Body Parts
Advertisements often reduce women to mere body parts, a practice that’s disturbingly common across cultures. In a study I conducted for my Women’s Studies class, I found that:
- Over 50% of commercials featuring women included at least one shot focusing on the chest area.
- Advertisements were more likely to show women’s bodies without their faces compared to men.
This fragmentation of women’s bodies contributes to their dehumanization in media.
Case Study: Calvin Klein’s Controversial Campaigns
The ‘Waif’ Look
Calvin Klein’s campaigns in the 1990s, particularly those featuring Kate Moss, sparked significant controversy. As someone who grew up seeing very different beauty standards in Indian media, I find these images particularly jarring.
The ‘waif’ look promoted by these campaigns:
- Presented an unrealistic and often unhealthy body ideal
- Infantilized women, portraying them as vulnerable and child-like
Impact on Body Image
The promotion of extremely thin body types has had far-reaching consequences. According to the National Eating Disorders Association (2018), the incidence of eating disorders has increased significantly since the 1950s, correlating with the growing influence of mass media.
Personal Reflection: As a classical Indian dancer, I’ve always appreciated the diversity of body types celebrated in traditional Indian art forms. The contrast with Western advertising’s narrow beauty standards is stark and concerning.
The Cycle of Advertising and Self-Image
Perpetuating Insecurities
Advertising often creates a cycle of insecurity and consumption. By presenting idealized images and then offering products as solutions, the industry perpetuates a never-ending quest for perfection.
Cultural Variations
In my cross-cultural studies, I’ve observed that while the specific ideals may vary between India and the U.S., the underlying mechanism of creating insecurity to drive consumption remains consistent.
Conclusion: Towards More Responsible Advertising
As we move forward, it’s crucial to advocate for more responsible advertising practices. This includes:
- Promoting diverse representations of beauty
- Focusing on women’s achievements rather than appearance
- Encouraging media literacy to help consumers critically analyze advertisements
As a future business leader and a woman of color, I feel a responsibility to challenge these harmful norms. By combining the rich, diverse traditions of my Indian heritage with the critical thinking skills I’m developing in my American education, I hope to contribute to a more inclusive and empowering media landscape.
References
Grabe, S., Ward, L. M., & Hyde, J. S. (2008). The role of the media in body image concerns among women: A meta-analysis of experimental and correlational studies. Psychological Bulletin, 134(3), 460-476.
National Eating Disorders Association. (2018). Statistics & Research on Eating Disorders. https://www.nationaleatingdisorders.org/statistics-research-eating-disorders
Stankiewicz, J. M., & Rosselli, F. (2008). Women as sex objects and victims in print advertisements. Sex Roles, 58(7-8), 579-589.