This paper examines how the use of female images in the media and particularly in advertising has become a contentious issue
in recent years and how numerous studies and articles have been written on the subject. There is a general consensus among academics and researchers that the manner in which advertising uses female images has a profound affect on society in general and the individual consumer. However, whether this effect is entirely negative or positive is a question that is at issue. One of the intentions of the present study is to present these views against the background of the history and
function of advertising. A central purpose of this dissertation is to examine the
implications surrounding the usage of female imagery in advertising. The implications in both a social and psychological sense are examined in-depth. The study also takes cognizance of the various views and opinions of various aspects of this subject. The overall intention of the study is to present a clear overview and analysis of the historical and contemporary reality of the use of female images in the advertising industry. Outline Introduction and History of Advertising The Function and Functioning of Advertising Implications: Society and Advertising Implications: Psychology and Advertising Conclusion and Summation