Utopia and liberated Women in Contemporary Advertising - Essay Example

Despite their ability to cast these commercials and deliver a final polished product to the user, the result of the commercial still give a level of turbulence that is hidden to the readers or viewers of these commercials. Fowles also gives an analysis of the dynamics that are behind the creativity of an advert and the level of research that it takes to generate the same. Morden advertising details pervades most areas of social life. It is, for this reason, that advertisements have become the subject of many discourses.

MacCurdy (2012) observes the iconic nature of the advertisement communication and images from a cultural perspective. The study denotes the fact that in the prevailing advertisement cultures, the iconic belief that is promoted by utopian undertones produce a therapeutic relief to the audience. In many women magazines the communication that is persistent is skewed towards a relief of the anxieties that women face in fashion. As such the exploitation of the same is common in the delivery of any marketing communication that is to do with women.

Liberation from the same is therefore necessary within the context of marketing communication. The therapeutic nature of advertisements is supposed to quell a level of anxiety that psychological factors put on people (Dyer, 1992). The anxiety is usually common in women and is as a result of the common problems that could be solved in different ways in fashion and beauty. The paradox that is raised, in this case, is that despite the therapeutic ads providing a level of solace to the audience, it instead raises the same.

It is due to this paradoxical view that is presented by these ads that this study seeks to review postmodern advertisements in terms of utopia and the liberated woman mind set. The notions above and this preceding discussion set the stage for the essay. Particularly the concept of utopia in relation to the design and delivery of this information marketing communication is reviewed