Abstract
Advertisements if analyzed on ideological grounds are believed to nourish the materialistic notions in the society by creating a demand for unnecessary goods. This is one of the most important criticism of advertisements. Advertisements hence create an aspiration value among the consumers, it was noted that models were often perceived as role models for aspirations who people want to imitate. Women particularly aspired to the physical attractiveness of the female body in the advertisements. Women considered that they have to match to the beauty standards set by the advertisements and they also considered that they would be evaluated in the society with regards to the physical appearance. Advertisers also possess power in representing only the ‘able-bodied’, ‘fair-skinned, upper class and upper caste female bodies thereby completely excluding individuals who ae specially-abled and dark-skinned
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