Treating women as `objects' in the ads is not a recent development; it has just changed its form and come out louder than before. In the process of doing so, the ads are neglecting the intellectual aptitude, talent and capabilities of a female consequently reducing her role merely to that of an instrument used to achieve something. This is really a worrisome situation. After all, women too possess the skills and above that, rights to prove themselves above their physical attributes.

In Thailand, you'll come across a very common scene; you'll find the Thai women often scantily dressed, advertising some products. Generally, these females walk around in a crowded area and are also known as the `kaa sayers' since they also call out to prospective clients saying, "A good new tea, kaa" "Try this, kaa". "Not expensive, kaa." Their aim and job is only to attract you to the product that they are advertising via themselves. These women don't find it difficult catching male attention; as they are pretty girls with plenty of makeup, in short skirts or shorts with sexy tops. They definitely catch hold the customer's attention long enough for them to take some action, i.e., sale of their product!!

Here we get the point of this article.

Certainly, the use of women as advertising agents is no more an abnormal trend. We can see women in sensual poses and bikinis selling a variety of products ranging from cars and cigarettes to products from the FMCG and health industry.

Women are mostly portrayed in `objectionable' ways in most of these advertisements. Unlike men, women are usually shown in three major categories in the advertisements. They are either shown as a homemaker or a housewife or as a sex object or as someone concerned only about beauty. Our concern in this article is about the `Sexual Objectification' of women in the advertisements. Irrespective of the fact whether the ad situation and story require a women to be shown in a `sexy' way, they are depicted in that way in the advertisements in order to attract more viewers.

Advertising Express Magazine, Advertising Agents, Health Industry, Sexual Objectification, Mass Media, Heterosexual Men, Fashion Statement, Sexual Portrayal, Media Literacy, Women Objectification, Sexual Objects.