Commodification of Female Body: A Critical Study of Male Deodorants

Authors

  • Atifa Binth e Zia, Anila Akbar, Dr. Zafar Iqbal Bhatti

Keywords:

Female objectification; multimodal; commodification; male deodorants

Abstract

This paper analyses the sexual overtones in the advertisements of male deodorants. By applying Gunther Kress’s theory of multimodality (2010) this paper contends that the female body in the advertisement of male deodorants is objectified to increase the sale of the male specified products. Perfumes and deodorants are considered as a tool to entice women. For this purpose advertisers manipulate the sexual orientation of men consumers and sell their perfumes as sex items.

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Published

2022-03-05