Images of Women In Advertisement Analyzed In Popular Culture

Özet

Being a significant popular culture phenomenon nowadays, advertisements focus on product promotion. Through mass media, advertisements not only promote goods and services but also create new trends which would become prominent by individual and social identities. Products with advertisements basically involving individuals’ needs are no longer a sufficient motive for the individuals to prefer them because the diversity in the market also brought about the need for different factors that would make people lean to those products. The main factor in popular culture is creating a specific area of usage and releasing the product into market for consumption. In other words, this culture could possibly make itself a requirement/need. Although this is actually something imposed, it is demonstrated as a value which presents freedom for the society and leaves individuals with their own preferences. Products unique to popular culture give individuals temporary happiness and make them addicted through their pleasure. The reason for giving temporary happiness is because they do not maintain continuity. Popular culture spares no sacrifice in terms of advertising in making itself accepted among the society. The result is the use of gender as the main factor in the advertising content. It is obvious that gender, thus sexuality, serves triggering consumers’ buying motivations and desires. This study will address the images of women in TV commercials and their effect. Document review method has been used study.