Objectification 2

Fashion in Print Media - 2
Team Salt and Pepper : on the

topic “Objectification ”
Anvi
Leann
Kashvi
Meeta
Sidharth
1. Rough draft of article with title -
WHEN DID ‘SHE’ BECOME ‘IT’?

What do you mean men need to have good looks or a charming personality to woo
a girl? No, no, no - of course not! According to ads today, a fancy car, a bottle of
beer, a clean-shaved jawline, or even his underwear is enough and can make the
ladies fall helter-skelter with awe and admiration. Because let’s face it, who needs
pick up lines in this age of stereotypical, sexist ads?
From leggy blondes draped around a car to increase its appeal to nymphomaniac
women chasing the guy who just sprayed on some deodorant, boy! Haven’t we
come a long way from the 1750s! Are we seriously living in 2019 or has our society
completely desensitized itself in the face of such sexist, offensive and appalling
ads?
I mean seriously, the people in advertising and marketing must be really blind to
not see how advertisements can shape and influence the society. Are their
creativity and ideas really so limited that they can’t find any other innovative ways
to sell their products? If brands like Dove, Always, Durex can do it then why can’t
they? For those who still hide behind their motto of “Sex Sells”, here we have a
few facts from the world of femvertising:
Did you know?
• NIKE saw a 15% increase in quarterly revenue, largely due to its efforts to
cater to women
• Dove sales have jumped to $4 billion from $2.5 billion when its campaign for
Real Beauty launched
• Sales for Getty Images’ Lean in Collection grew 54% due to the support it
got by its powerful depiction of Women
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It’s high time that other advertisers also catch up with contemporary attitudes and
learn that there is no place for misogyny and sexism in the times to come. Instant
rise in popularity of Puma’s recent campaign “Propah Lady” is clear evidence of
the fact that marketers can now cash in on the idea of “feminism”.
Gone are the days when we would zip our lips and let media influence our
mentalities about what is expected of us or not. A cricketer on a talk show with his
loose talk on women or a doctor in a movie with his knife bearing misogynistic
aggression - will not go unnoticed.
Oh, did I offend you with my opinions?
Then you should hear the ones I keep to myself, because with each page that I flip,
I see nothing but women being sold, oh no don’t correct me here by saying that its
the product that’s being sold because let’s face it, long legs draped around a car
isn’t the USP of the car. A woman’s body, becomes yours to cash on it, and very
easily you get away with it because of your inherited patriarchy and misogynistic
views on how a woman should be and that’s when you deform us. Not only do you
sell us, but you also sell us what and how we should look like, you tell us not to go
more than three shades on the card because oh no, then how will you get the job
that you have been working so hard for! Or worse who will marry you?
Young girls still studying in school, start hating their bodies, start using waxing
strips, tweezers, makeup just to see themselves in the same light as they see the
women that you sell. It is not okay to normalise violent men and unrealistically
beautiful women. There is no excuse for sick, demeaning portrayals of women. The
time has come to raise our voices, share our opinions and put a fullstop to this
injustice.
Luckily, the boon of social media is at our disposal and with movements like
#MeToo and #WomenNotObjects giving flight to our fight against the stereotypes,
there is no stopping us from shaming, criticising, or even boycotting disrespectful
brands that lack even the slightest amount of imagination or creativity.
So come, join us, be a part of the movement. HT brings to you the hashtag :
#BlameTheAdChangeTheAd
So go ahead use this tag to call out on ads that still objectify women. Feel free to
even teach them a lesson or two about innovative advertising really is. Together,
let's blame them, let's shame them so that next time, they are forced to think twice
before objectifying women.
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2. Dummy pictures for the articl
3
3. Rough layout for print ad for the proposed product category
Our product is a sanitary napkin showing a woman bleeding but from her knuckles. We
aim at putting across a strong message.
The layout type of our ad is : PICTURE WINDOW
Reference pictures - 
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4. Structure of the rough article -
As we are writing for the magazine ‘HT BRUNCH’ we shall adhere to its general layout
and structure of articles : 
Along with visuals, the structure

of our article also consists of
illustrated comic strips with a
female mascot who is portrayed
as a recurring embodiment of
strong female characters in
society that like to take a stand.
5
5. Suggestive mood use
From humour to satire to irony, we tried different moods and tones for the article only to
realise that the only way to deal with an issue so serious is to adopt a grim, angry tone to
make readers take it with a grain of salt. Starting off with a hint of sarcasm the mood of
the article shifts to being strongly reproaching and unabashedly accusing to hold people
accountable.
In the end, the mood is to encourage and empower the audience. We call them to action
by asking them to voice their opinions
6. Describe your reader
The magazine chosen , HT Brunch, is not just limited to one sect of people, but has a vast
readership including men, women, young and old. Thus it reaches out to people far and
wide to strengthen its roots. “When did she become It”, specifically talks about a subject
that all must be made aware of.
So our readers are not just the men and the ad makers we ridicule, but also the educated
public who is ready to rise up and revolt.
It speaks out to the young adults who have their spirits high and are deeply mature and
aware. But it also keeps in mind to address the men who do not understand the
sensitivity of the issue.

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Fashion in Print Media - 2

Team Salt and Pepper : on the

1. Rough draft of article with title -

WHEN DID ‘SHE’ BECOME ‘IT’?

Did you know?

Oh, did I oﬀend you with my opinions?

The layout type of our ad is : PICTURE WINDOW

Along with visuals, the structure

6. Describe your reader

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