The Images of Women Used In Mass-Culture Advertising Assignment

The Images of Women Used In Mass-Culture Advertising - Assignment Example It is evidently clear from the discussion that there is a global tendency that has been emphasized by researchers – a kind of â€Å"international† practice of mass-media that is aimed at promoting consumerism ideology. Different â€Å"know-how† in the sphere of media is used to make this promotion especially effective. Globalization process is thought to be interconnected with consumerism. Apart from satisfying certain needs of humans, goods and services are included into the social and cultural sphere of people’s lives and acquire social meaning. The research of consumer behavior showed that consumption is more than the act of satisfying needs – in fact, it is the production of symbols as well. For example, we buy luxurious flats, brand-new models of cars, or modern clothes so that to send the message to people around us: â€Å"I am up-to-date and with huge income†; therefore by the very act of buying (i.e. consuming) we aim at providing cer tain information about ourselves. As Domzal and Kernan have it: The way people dress and otherwise adorn their bodies identifies them. It tells observers who people are (a young person, an executive, a gang member, a preppy) and what they are (adventuresome, sophisticated, anarchic). Advertisements and commercials, and, as a result, images of people that they show are crucial for developing among the citizen's certain models of behavior and making people follow certain consumption models. Mostly the images of women used in mass-culture advertising are characterized by certain standards, and their ultimate goal is to make people consume more goods. Mass society cultivates money, material wealth and physical beauty as ideals of paramount importance, with personal interests and those of country becoming secondary.