Zloupotreba Žena U Televizijskom I Spoljnom Oglašavanju
Abuse Of Women In Television And External Advertisement

Summary/Abstract: The article deals with the actual and important issue of the market communication, i.e. with ads and advertising, and especially the abuse of women in the process. The woman is not simply variously presented in ads (in stereotypical manner as woman-mother, housewife; decorativelly, as a decorative object). Moreover, only certain parts of her body are highlighted. The evidence is abundant and all around us: from billboardds to ads in dailies and weeklies, and television. The female body is thus used to various purposes, most often with no reason, with no connection with the product: in ads for beer, tyres, cars. Bereft of better means, imagination or morals, the advertisers usually sell their products using the picture of a beautiful female body, though the women are not a target group of their products.

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