Getting liberated from men's domination
was their need, carving out their own identity was the
call of the time but stooping to conquer was nothing but
a shameless act of greed and lack of values. All the obscene
advertising by women are but a reflection of our crumbling
societal values. For the media—print or electronic—what
exactly is a woman? Well, the answer is simply —a
product. Putting Jennifer Lopez, Lindsey Lohan or Mallika
Sherawat in it is merely to sell that product.
Nowadays, there is a visible change in
the world of advertising. Many of the old methods of advertising
are no more effective and do not have the same mass appeal
as they once had. Initially, advertising actually meant, "An
effective and efficient tool that can help a businessman
to multiply his turnaround". But however,
with the media depending heavily on advertisement for its
revenues, it makes economic sense for the advertisers to
portray women in the roles generally perceived by the society.
Such ads have turned women into commodities that please
men and project women's images as male
defined as against individuals of inherent worth.
The number of private television channels
has increased from none in 1990 to 100-150 this year. Though
Doordarshan's sole aim was to promote the production and
transmission of programs and sports on social agendas,
with the passage of time, things changed to such conditions
that the depiction of women changed from bad to worse. |
