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Objectification - Marketing Strategy


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Objectification - Marketing Strategy

  1. 1. Objectification as a Marketing Strategy Amrita Gandikota MBA (full-time) Global Marketing Management
  2. 2. Contents • Research Question • Advertisement Marketing • Objectification • Objectification – Then & Now • Skyy Vodka • Analysis • Impacts on the Society • Conclusion • Discussion
  3. 3. Research Question How is objectification of people as a marketing strategy impacting the society?
  4. 4. Advertisement Marketing • Advertisement is an important form of mass media with its main objective of selling products by being universally present. • Along with products it also sells values, images, concepts of love, sexuality, romance, success and most importantly normalcy influencing who we are and who we should be. • Increase from 20 billion USD industry in 1979 to180 billion in 1999. • An average American is exposed to 3000 ads per day spending approx. 3 years watching just the TV commercials.
  5. 5. Objectification • Objectification is the act of treating a person merely as an instrument of desire. • It broadly means treating a person as a commodity or an object, without regard to their personality or dignity leading to dehumanization. • It occurs when a human’s body parts are singled out or the models are subjected to violence. • Objectification is most commonly examined at the level of a society, but can also refer to the behavior of individuals.
  6. 6. So has objectification in marketing exist in the past?
  7. 7. So how has it evolved to be now – Some of the brands actively using objectivistic marketing are • American Apprael • Go Daddy • Skyy vodka • Dolce & Gabbana • Tom Ford • Mercedes Benz • Kraft • Renault • Rebook EasyTone shoes • Marketing Strategy of a Japanese PR Firm
  8. 8. Skyy Vodka Few examples of Skyy Vodka ads •Use of racy pictures •Portrays a high class lifestyle •Evokes gender discrimination WHY? “SEX – SELLS!”
  9. 9. Analysis • Advertisers often find ways to turn any movement for radical change into just another way to push a product. • Sexual images in advertisements are not intended to sell us on sex. They’re designed to promote shopping and consumerism. • Not only are people objectified in ads, but also products are sexualized. • Dramatic change in objectifying men making them bigger, stronger, and more powerful than women often linking masculinity with violence. • The most dangerous image is one that eroticizes violence. Many ads feature women in bondage, battered, or even murdered.
  10. 10. Impacts The image of ideal beauty dictated by the mass-media transforming cultural differences is everywhere. • Self-objectivism. • Gender discrimination. • Internalization of stereotypes • Leads to violence, child abuse. • Co-occurrence of depression, disordered eating, substance abuse and low self esteem. • Proves to be disastrous to inter- personal relationships where it manipulates people to worship things and utilize people.
  11. 11. Conclusion • It is not so simple that an ad directly causes violence, but turning a human being into a thing leads to justification of violence against that person. If person is dehumanized and violence then becomes inevitable. • A lot of citizen activism, education, discussion, and media literacy, is required to change norms and attitudes towards objectification in the mass-media.
  12. 12. Discussion • What are your views on the Japanese thigh commercials? • How far do you think that this kind of objectified marketing is necessary or effective? • What is advertising’s basic role in a capitalist society? What’s its function in relation to the system as a whole? How does this relationship affect the way people, and human values, are constructed in ads?
  13. 13. References • Near, Kara D, De-humanization of Women in Skyy Vodka Ads. Shepherd University. %20WOMEN%20IN%20SKYY%20VODKA%20ADVERTISEMENTS%20%20%2 0%20%20%20%20%20%20%20%20%20%201.pdf • Carr, Erika R, Dept of Psychology, University of Tennessee • Hodgson, Kendra - Killing us Softly - Advertising’s Image of Women • Sedeno, Alex -2006 – Viewing Guide for Killing us Softly 3 xandra.sedeno.pdf • Kilbourne, Jean 1979,Killing Us Softly: Advertising’s Image of Women (1979)
  14. 14. THANK YOU