Objectification of women in advertising: Models shed light on the pressure to conform to industry standards

The prevalence of semi-nude portrayals of women in advertising has sparked intense scrutiny and debate, prompting profound inquiries into the motivations and ethical implications underlying such marketing strategies.

While advertising stands as a powerful tool for capturing attention and promoting products or services, the persistent use of half-naked imagery raises significant concerns surrounding objectification, perpetuation of gender stereotypes, and the portrayal of women in advertising, especially in digital media.

Beneath the glossy images and captivating visuals lies a human dimension often overlooked: the experiences of the models themselves.

Mariam Isack, a model based in Dar es Salaam, sheds light on the pressures imposed by designers and photographers to conform to revealing attire or semi-nude poses in pursuit of commercial success.

“Designers and photographers often pressure us into wearing revealing clothing or posing semi-nude because they claim it's what sells. We're told that we must go along with it if we want to succeed in this industry," Mariam shares.

This sentiment echoes the widespread dilemma faced by models, who are compelled to adhere to industry standards at the expense of personal comfort and values.

Another model, Winfrida Mtemwa, shares her struggle with the pressure to pose half-naked in ads.

"As a model, you must follow instructions and please the client. If the client insists on a certain look or style, it's difficult to push back, especially when your livelihood depends on it," she explains.

She says that despite the personal discomfort and ethical dilemmas faced by models, the prevalence of semi-nude portrayals in advertisements persists unabated.

“This calls for a shift in industry norms and practices to prioritise the well-being of models.”  Winfrida says addressing this trend requires a collective effort from all stakeholders involved in the advertising ecosystem.

"Designers, photographers, and advertising agencies must acknowledge the detrimental effects of coercive practices on models and pledge to foster a more respectful and inclusive working environment," she laments.

Irene Kiwira, another model, believes that empowering models to assert their boundaries and advocate for their rights is essential to challenging the status quo.

“By amplifying the voices of models and supporting initiatives that promote ethical standards in the industry, we can work towards a more equitable and respectful advertising landscape in Tanzania and beyond.”

However, not all models are willing to compromise their principles for the sake of a paycheck. Some models refuse to participate in semi-nude advertisements, citing personal boundaries and ethical considerations.

"I've turned down offers that required me to pose semi-naked because it goes against my values and dignity as a woman," shares Beatrice Sabini, another model.

Beatrice says there are plenty of other opportunities for models who don't want to compromise their integrity. “It's about standing up for what you believe in and refusing to be objectified for the sake of a job," she notes.

Indeed, there are alternative avenues for models to showcase their talent and expertise without resorting to semi-nude portrayals.

"I've found success in other types of advertisements that highlight my skills and personality rather than my body. It's empowering to know that I can excel in this industry without compromising my self-respect," says Swaum Ramadhan, a model.

These dissenting voices within the modelling community challenge the notion that semi-nude portrayals are a prerequisite for success in the industry.

By prioritising their values and refusing to succumb to pressure, these models serve as role models for others aspiring to break free from harmful stereotypes and expectations.

The founder and managing director of Blackfox Models agency, Aj Mynah, says there are concepts within the industry that link the relationship between product sales and advertisements using half-naked models.

"There's a perception in the industry that sex sells. Sometimes, clients specifically request scantily clad models to make their products more appealing," she shares.

Mynah says this pressure may lead advertisers to rely on stereotypes and portray women in a sexualised manner to appeal to their target audience.

"In our country, there's a long-standing habit of associating nudity with beauty and desirability. Advertisers capitalise on this perception to grab attention and create a lasting impression on consumers," she explains.

The competitive nature of the advertising industry might also play a role in the prevalence of half-dressed women in advertisements.

"In a crowded marketplace, companies constantly compete for consumers' attention. Using semi-nude women in ads has become a way to stand out from the competition and stay relevant in consumers' minds.”

According to Mynah, competitive pressure contributes to the normalisation of such portrayals in advertising.

Some designers defend the practice, citing market demands and the perceived effectiveness of semi-nude portrayals in grabbing consumers' attention.

Primus Evarist, a designer and owner of Primus Perfect Wear, reveals: "In our industry, the bottom line is sales. If using semi-naked women helps sell products, then it's a strategy worth considering. It’s hard to escape it; it is already the norm in the fashion industry."

However, not all designers agree with this approach. Some recognise the harmful impact of perpetuating stereotypes and objectifying women in advertisements.

"As a designer, I believe in creating campaigns that empower rather than exploit. Using half-naked women may generate buzz, but it comes at the cost of perpetuating harmful stereotypes and contributing to the objectification of women," says Diana Magesa, a designer.

Moreover, she acknowledges the diversity of talent and skills within the modelling community, emphasising the importance of showcasing these attributes beyond physical appearance.

"There are countless ways to capture consumers' attention without resorting to semi-nude portrayals. Focusing on creativity and authenticity, we can create campaigns that resonate with audiences on a deeper level."

These differing perspectives within the design community underscore the complexity of the issue and the need for nuanced discussions around ethical practices in advertising.

Through dialogue and challenging industry norms, designers can play a pivotal role in shaping a more respectful and inclusive advertising landscape.

Mynah points out, "These advertisements reinforce gender inequalities and send damaging messages about women's worth being tied to their physical appearance."

She says addressing this trend requires a multifaceted approach involving advertisers, regulatory bodies, and society as a whole.

“Advertisers should consider more ethical and inclusive representations of women in their campaigns, moving away from exploitative tactics towards empowering and respectful portrayals,” she explains.

According to Mynah, raising awareness and promoting media literacy can help consumers critically evaluate advertisements and recognise the underlying messages they convey.

“By fostering a culture of accountability and promoting positive portrayals of women in the media, we can work towards a more equitable and respectful advertising landscape in Tanzania and beyond,” she notes.

The Executive Director of the Tanzania Gender Networking Programme, Lilian Liundi, says that the pervasive use of semi-nude women in adverts is deeply concerning and troubling.

“This practice perpetuates harmful stereotypes and objectifies women, reducing them to mere objects of desire for the pleasure of the viewers. It reinforces the damaging notion that a woman's worth is determined by her physical appearance rather than her intellect, skills, or character,” she notes.

Lilian says such adverts contribute to the normalisation of sexualisation and exploitation of women in the media, especially in digital media, creating unrealistic beauty standards that can have detrimental effects on individuals' self-esteem and body image.

“They also reinforce gender inequalities by reinforcing the idea that women exist primarily for the gratification of others rather than as equal members of society with their own autonomy,” she adds.

Lilian says advertisers, designers, and society as a whole must recognise the harmful impact of these portrayals and work towards creating more inclusive, respectful, and empowering representations of women in the media.