The image of Sri Lankan woman getting under assessed on
account of unnecessary media propaganda.
Propaganda is a
creative campaign which deals with exaggeration true or false, basically to get
the attraction of people. Most of the time media become propagandists to
propagate different ideas, beliefs and pieces of information among people.
Propaganda campaign or advertising is a creative art with a target to market a
certain product or a service. This is basically profit oriented. To understand
propaganda campaign or advertising a propagandist should determine to whom they
advertise and with what purposes. Advertising is related to human behavior,
anthropology, sociology and human psychology. So to make successful these
attributes, most propaganda campaigns use the image of woman.
Advertising has
created a competitive society. Through these propaganda campaigns propagandists
expect to change the minds of the people and persuade them to buy their
products. Attractive advertisements, posters are created to make this change
and address the needs, wants and desires of the people. To highlight the
attractiveness the image of woman has become an indispensable figure. Than male
figures, there is often a high demand for females in the process of propaganda
campaigns. The outfits, beauty, figure and even the voice of a woman can easily
attract human psychology. In this materialistic commercialized society, most of
the propagandists use the image of woman as a marketing tactic.
One of the major
concerns in propaganda campaigns is to identify the target group to promote the
product or the service. Nowadays Sri Lankan as well as the foreign
propagandists use the image of woman to target whatever the group is,
irrespective of age or gender. The image of woman gets involved in various roles
such as mother, wife, sister, representation of youth, beauty and innocence. To
persuade people through propaganda it is essential to please the human senses
like sense of touch, smell, taste, sight and hear.
To please the
human senses in the maximum way, the propagandists are intended to promote the
image of woman. The problem is that this promotion of women’s image is done in
both good and bad ways. This situation similarly occurs in the sphere of
advertising all over the world. Even in a South Asian country like Sri Lanka,
where the woman is given a highly valuable and a sacred position. Naturally the
image of woman gets under assessed as a result of the media propaganda
campaigns in Sri Lanka. In most of the instances the image of woman is promoted
unnecessarily to market whatever the product is. In addition to the image of
woman, some relationships of women like ‘mother and daughter’ are also under
assessed in the process of marketing. In order to promote particular beauty
products, recently one of the media campaigns promoted the relationship between
‘mother and daughter’. Therefore women purposely or not get involved in such
campaigns. In same kind of propaganda campaigns the propagandists market the
female figure rather than promoting the product in order to attract the
audience by pleasing the sense of sight. Then unknowingly it becomes a huge
damage to the image of the woman. Due to that the prestigious highly valued
image of woman has corrupted and demeaned.
Media
propaganda can easily attract human conscience. But it is pathetic that the
image of woman has become a mere tool in the process of marketing and
advertising. As a responsible figure of the society, media should take the
responsibility of protecting the prestigious image of woman. It is the only
remaining source to rebuild the former sacred image of woman from its corrupted
state.
