Browsing by Subject "commodification"

Now showing 1 - 2 of 2

Open Access
Body Image: Women in Jewellery Advertisement
(University of North Bengal, 2016-03) Raha, Sylvia
The perspective of this article is to consider how media is utilizing the bodily attraction of women to cater the eyes of the viewers and the consumers, especially in the jewellery industry. They are dealing with the most powerful force of this universe, i.e the sensual attraction of humans. In one hand these ads are making the female audience to correlate them with the gorgeous beautiful models, to be like them, but on the other hand these ads are just exploiting the body image of women in a way. It objectifies women’s body. For jewellery advertisement women are generally produced and reproduced as decorative pieces where the image of a women turns into a ‘sign’ but this ‘sign’ is not the real sign of that particular women rather it creates simulation among the consumers. Women try to wear jewellery for all parts of the body in order to catch men’s attention on them. This paper reviews that how the body images of women in jewellery advertisement plays a crucial role in influencing consumer’s social interaction and how the modern society is dominated by the mediated image created by the mass media and/or Patriarchy. This paper also includes four case studies of renowned jewellery brands, and how they have incorporated sensual elements in their ads through women body and how body image is reflected in the ads.
Open Access
Questioning the ‘Superwoman’: Gender Image portrayal in Indian Mainstream Media since 1990’s
(University of North Bengal, 2014-03) Ghosh, Molly
This paper highlights how a new stereotyped image of an individual Indian woman is projected in the mainstream media and the way this redefined image becomes a convenient site for negotiation between the traditional past and the contemporary market driven society. It also calls this homogenous feminine image a myth and shows how large sections of women remain outside this new image. The objective is to raise a question whether media is just reasserting the interplay of neo-liberal and patriarchal values or contributing to any meaningful empowerment of women.