Perception of Women in Advertisement

For many years, the deodorant industry has been at the forefront in representing women as vulnerable. Therefore, this is true according to the symbolic interactionism theory which suggests that our society is centred on interpretation of people using symbols, gender displays, as well as emotional appeals which are used to influence consumer purchasing power (Arend 65). The use of women in advertisement has brought a lot of criticism since many people believe that advertisers are interested in promoting feminism and creation of particular products meant for specific consumers. In the real sense, business firms that use women to promote and advertise their products are focused in providing stiff competition for their rivals since women are employed in advertisements to attract more customers and create a strong customer base for their products and services.

Therefore, Arend argue that symbolic interactionism affirms that individuals in the society develop self-identity via interaction experienced in the community (65). Therefore, the meaning that the society puts on gender roles concerning advertisement performs a crucial role in reinforcing consumer purchasing behaviour. This is where symbolic interactionism has been manifested to influence consumer purchasing power due to the meaning that the society places on symbols or images in the advertisement (Herrmann 545). Since social groups put symbolic meaning on particular products or services to represent specific groups in the community, companies or businesses need to comprehend its nature to be able to enhance or alter to their benefit. Therefore, companies can take a significant step by making a proactive position by trying to develop a suitable symbolic image to represent their products, as well as services (Herrmann 545).

Since numerous products are bought for their symbolic significance to specific reference groups, symbolic interactionism plays a substantial role for marketing segmentation, as well as the formulation of policy involving the four variables which include promotion, distribution, price, as well as marketing mix-product. Therefore, gender roles have performed as a significant role in consumer behaviour over a long period of time. For instance, due to the changing roles of women in the labour force, as well as in the family, they have also raised their purchasing power as consumers. Presently, women have shaped the purchase of approximately 85% of almost all consumer goods. Since men, as well as women differ in a number of ways, this should not be an astonishing fact because advertisements are used to portray men, as well as women differently.

Therefore, this difference has intended or unintended repercussions which affect consumer purchasing behaviour in the society based on the meaning that the different genders have been attached by the different people in the society. Leigh and Terrance argue that majority of them are working professionally to show a more realistic perception of women engaged in media (10). Furthermore, advertisement in the current era has begun to depict more non-traditional images or symbols of men to a more significant extent. For instance, men have been portrayed to perform housework, as well as looking after children which is a traditional role that women were depicted to accomplish. Conclusion In summary, the concept of symbols, images or objects has performed a critical function in the world of business for a very long period.