While thinking comparatively about women and advertising, a striking similarity between Women’s ATTITUDE and advertisements struck me. Once these famous personalities considered acting and campaigning for a product was a part-time job which later on became a specialist careers. The obvious choice was good looking women for Advertisement makers. These result producing ideas forced Advertisement makers to think in similar lines.
Hence in this contemporary world, advertisements should be creatively crafted and designed to attract the attention of the passers-by.Advertisements over the years have changed from expressing simple message to eye-catching messages with good-looking models side-on. But we accept the total system of publicity images as we accept an element of climate”. Berger continues, “We are now so accustomed to being addressed by these images that we scarcely notice their total impact.Ī person may notice a particular image or piece of information because it corresponds to some particular interest he has. In this context John Berger quoted, “It proposes to each of us that we transform ourselves, or our lives, by buying something more.This more, it proposes, will make us in some way richer – even though we will be poorer by having spent our money”. The purpose is nothing but increase the sales of the product in question. On this present day I can say that this word is the master of using the logic to serve its purpose. But now it touches every human being every day every time in form or the other. , If we look back, we will say that this word was scarcely used some 75 years ago. With changing times it changed its form and spread into print media, silver screen, neon sign boards, Internet etc. In the starting stages of advertising, it was no more than a black white message display board. It started showing consumers the difference between Worse-Bad-Good-Better-Best. With changing times, advertising and its original meaning changed.
That offer of choices later became Advertising. They started to offer choices and inform about new happenings to their customers. The only alternative left was to increase their sales.
This word has different meaning in different circumstances.Ī brief history of the word, Advertising: Though this word is has dictionary meaning before First World War, it started to gain importance only after First World War.Due to over-production as a result of massive mechanization after I world war, companies started looking for alternatives to meet their heavy machinery maintenance expenses. Before discussing the topic, I would like to present here some history of the word, ‘advertising’. Since this book is not designed as solid textbook but presented in a way to provoke readers to think and observe about images, this book has always came under the hammer of critics.I will now analyze a contemporary topic of “WOMEN IN ADVERTISING” by taking into account of some of views expressed by JOHN BERGER in his book, “WAYS OF SEEING”. Though the book is said to be one of the most stimulating and influential book on Arts and its impact, it will almost certainly change the way you look at pictures. “Women in Advertising” with reference to John Berger’s book “ways of seeing” This essay concentrates on some of the aspects of the debatable book, “WAYS OF SEEING” by John Berger 1972.
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