Women have had a very important role to play in the development of any society both in the contemporary environment and times before civilization. It is important to understand the various norms that they bear with regard to how the community views them. They are known to be protective of their genre and this majorly from the fact that men have always undermined their strengths. With relation to this, there is the concept of advertising, which is one of the major marketing strategies incorporated by businesses worldwide. Understanding the effect that these advertisements have on women across different cultures by different means comes in vital for understanding the topic effectively.
Women are an integral part in every society and the manner through which they are treated and presented goes to great lengths in expressing the rubrics of the particular society. Women are related to very many societal norms both in the contemporary society and in the previous centuries. In the 18th century, various works of art produced portrayed women in diverging aspects. Coming up with examples and portraying them against the contemporary age goes further to explain this.
One of the novels showing this is Les Liaisons Dangereuses. This was a novel published by renowned novelist Choderlos de Laclos. In the novel, women are portrayed as a product of advertisement & business commodity in society. This is from the manner in which a married woman by the name Madame de Tourvel, consistently cheats on his husband with one Vicomte de Valmont. The two have a relationship that is kept in secrecy from the fear of Madame’s husband knowing of their actions. The betrayal described goes to great lengths as to the two making love on numerous occasions even in Madame’s matrimonial home (Jameson, 2011, 76). The notion in this culture is that of the woman being shown as items of betrayal which in the contemporary world is viewed in movies and advertisements that have these women acting in situations that are not morally upright.
Individually, the description of women is also as that of beings that could not apply self-control. This notion arises from the fact that despite the amount of love that Madame had for her husband, the manipulative moves made by Vicomte eventually weigh her down and she ends up cheating on her husband. Another point is where young Cecile de Volanges gets corrupted by Marquise de Merteuil. She does not bear the inner power to refuse the offers made to her and she eventually falls into temptations. Advertisements in many British cultures have led to people committing these acts as they are tempted to do what is seen on their screens and the billboards (Reichart, 2002, 69).
It is important to go through the various notions that philosophers have had on the topic entirely. In his work, Said portrayed the relationship between the East and the Western and European countries to appear rather vague and entirely political. This is from the manner in which he states that the Middle East assisted the Europe and the West in the mere establishment of a launch but the latter actually proceeded well independently to reach at the contemporary position. A critique to this argument is made by John Mackenzie a British philosopher who argues that were it not for the Orient, the cultural civilization experienced in the West would be nothing but a mere illusion. This brings forth a debate on the role that the Orient played to contemporary civilization in Europe and the West as a whole through various works of art and also the changing perceptions of women with regard to how they are viewed in advertisements.