Effects of Women Representation in Advertising on Customers’ Attitudes
Efekti prikazivanja žena u reklamama na formiranje stavova potrošača
Abstract
The influence of advertising on creating social attitudes and customer behavior is visible both on rational and emotional level. Due to that, advertising creates psychological effects, and is also in conflict with moral and ethical standards of the society which should be based upon. Stereotypical representation of women in advertising, which usually includes images of a housewife, business woman with no family, or just an ornament, can be found in all kinds of ads, such as TV and Internet commercials, billboards, on a daily basis. However, the paradox which women very often face, with no clear connection with the product or service which is been advertised, brings up the following questions as the purpose of this paper: whether frequent representation of women in advertisements is necessary, or desirable even, whether the suggested models of women’s beauty which is promoted in this way, are the most powerful ‘means’ for sales. If it is the most powerful means, is it possible to settle two opposing phenomena that arise from such a fact – the social one, which puts a woman in a negative context, has a negative effect on her personal satisfaction and self-confidence, and is opposed to the morals and ethics, and the marketing one, which has an aim of attracting consumers, thus changing their attitudes towards purchasing.
Apstrakt
Uticaj reklama na formiranje društvenih stavova i ponašanje potrošača, ispoljava se na racionalnom i emocionalnom nivou. Shodno tome, efekti reklama zalaze u domene psihologije i etike, često se sukobeći sa moralnim principima društva, na kojima bi, između ostalog, komuniciranje putem reklama trebalo da se zasniva. Stereotipno prikazivanje žena u reklamama, kao domaćice, uspešne poslovne žene bez porodice, ili samo kao ukrasnog objekta, svakodnevno se pronalaze u svim oblicima oglašavanja, od bilborda i televizijskih reklama, do reklama na internetu. Paradoks, u kome se žene masovno pojavljuju u reklamama bez neke jasne veze sa proizvodom, nameće kao cilj ovoga rada sledeća pitanja: da li je učestalo prikazivanje žena u reklamama zaista i potrebno, da li je uopše poželjno, i da li sugerisani model ženske lepote, koji se na ovaj način promoviše, ipak predstavlja najmoćnije “sredstvo” prodaje. Ukoliko to jeste najmoćnije sredstvo, da li je moguće pomiriti dve suprotne pojave koje proizilaze iz te činjenice – društvenu, koja ženu, na ovakav način, stavlja u negativan kontekst, loše utiče na njeno lično zadovoljstvo i samopouzdanje, a i kosi se sa principima morala i etike, i marketinšku, koja ima za cilj privlačenje potrošača, samim tim menjajući njihove stavove u kupovini.
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