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Unconscious Branding: How Emotional Advertising Affects the Self-Perception of Women
Abstract
Advertisements are on billboards, on TV and in newspapers, and on mobile phones. However, very little thought is given to the opposite effect of advertising – the effect on the self-perception of people. This chapter discusses unconscious effects of advertising – the self-image formed by consumers by seeing repeated images in advertisements. Gender roles are reinforced when ads show people in different roles. In particular, it describes the effect on society when images of women are shown in domestic roles. Subconsciously, an image is formed in the minds of people that both men and women have specific gender roles to play in society. The chapter further discusses how advertisements need to be more sensitive towards subliminal messages received by society. The advertising industry needs to move a step ahead and assess the impact of their work before releasing it on an unsuspecting public. Since people tend to believe what they see, reinforcing traditional roles in advertising images prevents women's emancipation and limits girls in their quest to become independent.
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