INTRODUCTION & FIRST PARAGRAPH
Question - To what extent are women represented in a sexualised and objectified way in aspirational television advertising that are produced by the beauty industry.
Females are regularly represented in a sexualised and objectified way in aspirational television advertising that are produced by the beauty industry. I will be investigating whether these sexually provocative yet aspirational advertisements do or do not influence female consumer lifestyles, and whether affects such as the cultivation theory are used to make this possible.
The cultivation theory can be conveyed within aspirational adverts as they are viewed frequently. Therefore “many of these images are idealised, representing life more as it is imagined than as it actually exists”. Loren Coleman's "Copycat theory" suggests that viewers model themselves on the representations that they see in the hope that they will gain the idealistic lifestyles that are created as "Televisions roles in agenda-setting, gatekeeping and cultural leadership clearly continue to be crucial".
Furthermore, because “advertising operates predominantly by changing consumer tastes” when audiences view female characters pursuing their needs and wants and living a glamorous lives, they aspire to be like the characters in the advert, and consequently mimicking them.
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