Virtual Discrimination - Advertisements and Self Image

Abstract

The internet has taken our world by storm. Personal branding and self-image, the way we think we need to look is always a passing thought for everyone of us. Advertisements have a way of grabbing the attention of a target audience and are so catchy that they linger in our thoughts long after we first see them. Many of them dictate the way we often see and portray ourselves. They advocate the use of certain products, cell phones, branded apparel, and footwear – all in the name of conspicuous consumption that can set a tone for our image and personal branding which is regarded as ‘acceptable’ by society. Only in recent times, however, have many of these advertisements been called out for their sexist and racial overtones/undertones that have a mental, physical as well as an emotional effect on the lives of individuals. Adolescents and adults alike, people are becoming more and more aware that the way the media portrays their models overshadows our everyday lives. This study aims to examine and investigate how advertisements can influence the way human beings see themselves. It will trace the influence of advertisements over the years and the role it plays in today’s world – one where access to information is so easily available and at a time where people are questioning so many archaic norms. With special reference to Erving Goffman’s famous work – Gender Advertisements (1976) – and other secondary sources of data like journals and articles, this study seeks to correlate theory with real life examples from the Entertainment Industry.