The theme of ‘commodification of women for promotional activities to make a huge amount of profit by selling the image of beautiful yet vulnerable females is not new. Products like movies, video games, goods etc., are promoted with the help of women’s lean, sexy, ‘fabricated’ bodies.
In Media, women have gained a ‘status’ of commodity which is used as selling pitch for their intended audience. They are used as best promotional tools available on a patriarchal society which demeans and overpowers females by attaining their possession. We live in a world where everything is up for sale. And this business can work wonders, if on the sale is a “physically perfect but emotionally dependent lady”. Essentially, a “Damsel in Distress”.
The most questionable aspect of media is advertisements. To sell deodorants and perfumes, all one has to do is get an average looking guy and a bunch of hot ladies. It seems females just want to smell their guy and nothing else matters. Their intelligence goes unnoticed and unacknowledged and they are presented as shallow.
By presenting women as objects time and again, advertisement has sent a series of very negative effects which have stereotyped women as submissive and that needs to be controlled. Also it has presented men as sex-driven creatures who are majorly affected by outward appearance.
This objectification also leads to sexual fetishism. Allen Jones, a British pop artist and a sculptor made a group of three erotic sculptures i.e., ‘Hat stand’, ‘Table’ and ‘Chair’ and exhibited it in 1970. These are three fiberglass sculptures of women transformed into items of furniture. They are almost naked and present a form of fetishism and sexual objectification known as human furniture. A set of these sculptures were sold for 2.6 million Pounds proving that our society loves women being subjected to the mercy of males, thus making commodification of women a successful business and profit making technique.
Media has served the constructed idea of women for the mindless consumption of its audiences, marketing and perpetuating an overtly sexualized idea of women. Over the years people have already bought and imbibed these ideas to an extent that the stereotyping goes unnoticed and unchallenged while the audience indulges in mimicking them without giving it a thought. In my research I would like to explore such (mis)representations of women in popular media that, figuratively, sell women’s bodies to produce profit.