Research Paper (Pre-University) from the year 2009 in the subject
English - Miscellaneous, grade: 1,0, Maria-Ward-Gymnasium Augsburg,
language: English, abstract: A woman rushes across the screen,
cleaning the floor with the latest "turbo power 3" multifunction
vacuum cleaner, feeds her baby with the new and improved baby
formula and marvels at her almost blindingly clean dishes, then
turns to the camera with a smile on her face that suggests she
could not imagine a more satisfying life. This description might
sound a little old fashioned and restricting, but it is commonly
conveyed to us through advertising, even today. Is this truly the
concept we have of modern women? Has not the women's movement
brought about more change than just in legal status? As advertising
is one of the most powerful educational mediums in modern society,
the image of women it conveys is not only quite interesting, but
also of great importance. There is such an overload of advertising
surrounding us; we're bombarded daily with a vast amount on the
radio, TV, online, on billboards, in magazines, even on the most
common things like a pen-there is no way to escape its influence.
Advertising's key objective is making money; selling an image of
perfection to consumers makes great business sense, because it
sends people on a never-ending quest, trying to achieve the
impossible, all the while spending endless amounts of money.
Advertising does not only sell a product, but, through stereotyped
characters, also provides us with an exemplary way of life. The
concepts of beauty, love, and normalcy it promotes, might have
changed in the course of 40 years, but the central message remains
the same, "you have to buy this or otherwise you will be
unacceptable." It seems that in the 21st century, women's
emancipation is an issue that should long since have been checked
off the list as accomplished. The great effect of the feminist
movement, with better educated, working women, particip
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