The use of models in an ad is absolutely necessary to highlight the image of the product being advertised. During this time, the models used are mostly beautiful women. It is not only beautiful women are shown as the advertising model, there are male models, children or families and also animals that are used in an ad. But the percentage is small, less when compared to products that use beautiful women as models of its ads.
Use women models in advertising is now very common. Without seeing what products are being advertised, what is the use of the product and who the target consumer of the product, all wearing female model. The models shown were the same in one physical type, beautiful, slim and sexy.
The use of female models in advertisements initially limited only to alcoholic products and adults toy. But nowadays can be found that almost all products using female models, even for products that do not related to women’s needs. Starting from a razor ad, electronic instruments, after-shave to car shampoo wearing women models.
In the view of women’s rights activists, the use of female models in an ad has even led to the exploitation of women. Because only be used as a sweetener object. But it’s became a reality today. We can see in every ad that uses women models, then we will see how these models dressed up and stylish with a provocative style that even towards to sexy and seductive, then the product is displayed. Why it always like that? Just because of their appearance and style as it will be easier to entice and attract consumers who see, in this case : men, so that without a persuasive words, products can already be promoted to consumers through the models.
Try to compare with the number of ads that use the male as the model. Can be one-tenth the amount of advertising that uses women models. Even for products that the target consumer is males. The biggest consumer for Internet users were men, many of us have encountered advertisements with female models with a seductive and provocative poses. And the product is successful in the marketplace. It is difficult to assess why it can take effectively. Is it because their products or because its model poses and looks that make it a successful ad.
From the product itself actually the exploitation of the models does not take any advantage, since this woman models can even obscure the message to be conveyed by the product. Because consumers now have smart in terms of selecting products or just want to enjoy the ad. Women in the wrong product will only be a joke. In this case, women will only be enjoyed just by her physical appearance, but whether its products will be purchased, not necessarily. In addition, consumers could have loss concentration and only focused on the models, so the main focus for promoting the products will be marginalized. Ads that are accessible to many people not directly mean that the product is also sought or needed.
But when the use of female models were on products which are intended to highlight the beauty of women, it is absolutely necessary. Like beauty soap ads, tools makeup, perfume, health drinks etc. For example, Lux bath soap products that even have exclusive contracts with artists which are selected through specific requirements. Olay products ads that even use international artists as a star of its ads.
Need to be concern is how the effects caused by the exploitation of women in advertising. On the one hand, women actually have room to self actualize and express themselves or to work. Of course, if the product and the media selected in accordance with the image of women who really want to find. But on the other side, causing an unhealthy obsession for other women who see and be a spectator. Obsession that is how it has the same appearance as those who would be an advertising model, because the image is generated that an advertising model is an attractive woman and favored by men.
Truly, ad is a tool that can motivate and convincingly leaving a deep impact on the minds of the audience and played a major role in shaping the culture and attitudes. To that end, companies have a moral responsibility in society. How they can make ads that do not provoke women to become equal with the model shown, because it is just an image not reality.