There is a growing trend in developing nations that makes women and their physical virtues instruments for promoting commercial interests. Some say this is a clear sign of materialism taking over human values whereas there are some who feel that it is a case of marginalization of females by the male-centered market forces.

• How right are these two views in your opinion?

Exploiting women for promoting commercial interests is nothing new, but it is rather high in poor nations. This trend indicates several things; mostly the emerging materialism and marginalizing of women. Let us see how this trend relates to these two views.

In poor nations, there is enormous rise in material interests thanks to globalization and its commercial possibilities. Naturally, poor nations are markets of the rich, and the latter employs all possible ploys to see their products and services enjoy market penetration. Therefore, exploiting models, beauty queens and actresses for commercial promotions has become the order of the day. This is promoted further by the media mileage and material advantages such women happen to enjoy. This ultimately makes many basic human values like dignity of dressing, decent body language and like give way to money and material.

Though things being so, there is another aspect to it. It is not unknown for us that all the market forces are governed mostly by men, and they do believe that end justifies the means. Obviously, beautiful women are roped in to boost their basic business instincts. For example, the popularity of an airline in poor nations is depends on the number of beautiful female crew members. So is the case with the success of consumer goods ranging from bath tubs to body-care accessories. Is it not marginalization of women clandestinely carried out by their counterparts? It is in more ways than one.

To put it briefly, commercial interests are extremely powerful, and there is not going to be a U turn with regard to the two views expressed; falling human values and marginalization of women. The onus, I tend to say, lies on the shoulders of women themselves.
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Ajaypeesdoc. 20.9.011