Changing perception of women in advertisements: A new socio-economic prospect (original) (raw)
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A STUDY ON PORTRAYAL OF WOMEN IN ADVERTISEMENTS AND IT'S EFFECT ON CULTURAL VALUES
Today everyone needs to advertise their products to inform the customers about the product, increase the sales, acquire market share, and attain top position in their respective industry. Every business spends lot of money for advertising their products but the money spent will lead to success only when the best techniques of advertising are used for the product. In recent years, advertising has witnessed a significant transformation in attracting customer to buy/use their products/services. The need for advertisements has risen to great levels in print and visual media. One among the transformation is the way women are depicted in advertising, with changing times, reflecting the transformation taking place in society. Advertising is one of the major media that affect our daily life consciously and unconsciously and are responsible to play a significant role in shaping the society in a much broader perspective. Women today are no longer consolidated behind kitchen walls. Their aspiration for stepping out in the world made society to think differently. Marketer wisely utilized this transformation process to launch their product and advertisement strategically. This paper is a part of research work and the report will seek to define the portrayal of women in advertisements and its effect on cultural values. Survey research method is used for the analysis on the basis of gender and age. The literature review indicates that the women are portrayed mainly as an object of attraction. The results argue that the portrayal in advertising is changing the concept of respect about women, spreading uncultured values and also indicate women's physical beauty as an instrument to induce the products demands.
Analysis of Projection of Women in Advertisements on Society
2014
A number of factors influence the cultural values, lifestyles, and behaviour of a society, the prevalence of mass media has lead to the conclusion that advertising plays a major role in influencing and transmitting social values. The portrayal of women in advertising is an issue that has received a great deal of attention through the years. It is said that advertising contributes to the role of stereotyping of women and ethnic minorities. Advertisements reflect the stereotype that women do not do important things, are dependent on men, lack individuality are regarded by men primarily as sex objects ,are preoccupied with beauty and motherhood and should be in home .Advertisements reflect and shape our values .Therefore what is portrayed must be accurate and true representation of the women community. Advertisers should portray women in diverse roles and not just be sensitive to them in order to influence the purchase behaviour. As per law also no advertisement is permitted which in i...
A Study on Portrayal of Women through Commercial Advertisements in India
Saudi Journal of Humanities and Social Sciences
Commercial advertisements play a significant role to introduce or define a product, its quality and its uniqueness to a purchaser. The roles of advertisers are thus very crucial in the modern day cut throat competition. The present study has examined how advertisements have depicted women in popular commercials from different points of view. It is found from the study that women have been projected as mothers, sisters and friends as per the situational demand. In case of older women, nurture and care are depicted and it is shown how they play a pivotal role in their families and thereby maintain social balance. In case of middle-aged women, their love and care for their children remain the central point of focus; whereas in the case of young women, their charm and relationships are the point of focus. However, some advertisements focus on erotic side and depict women in such a manner which hurts the culture and balance of the society.
Advertising: Boon or Curse for Women
, http://www.euroasiapub.org (An open access scholarly, peer-reviewed, interdisciplinary, monthly, and fully refereed journals.) Abstract In this era of globalization, advertisers have been finding various ways of presenting the females in advertisements, to entice the buyers, which even seem to be working in their favour. But advertising as currently practiced, is a form of communication intended to promote the sale of a product or a service, to influence general public opinion. But when we talk about the way a woman is portrayed in the advertisements, then the opinion differs. There are various advertisements which present the female as a symbol of love, care, motherhood, gentleness, elegant, and all the femininity, whereas on the other hand there are certain advertisements which portray women as sex object or dutiful wives of their husbands. And the reason behind this differentiation is that the companies feel that this strategy will help to make their product popular. When we talk about today's advertisement world, there aren't many ads which somehow don't depict the females as either a young attractive woman or simply a housewife who is busy in doing the household work. They only understand women as a decorative element, an attractive figure or a housewife. In this paper, effort has been made to search the current image of women and challenges faced by them in advertising media. The paper envisages the need of a complete revolution in the way a woman is portrayed in advertisements nowadays., http://www.euroasiapub.org (An open access scholarly, peer-reviewed, interdisciplinary, monthly, and fully refereed journal)
Journal for Educators,Teachers and Trainers, 2023
The study qualitatively explores several past and recent advertisements that have evolved, conflicting and defeating women's roles in society. The study further discusses how advertisements have accelerated the concept of 'emphasized femininity' (Patterson et al., 2009) through the inevitable maledominated population discussed by Brule (2020). It contributes to an ever-expanding challenge of gender disparity, stereotyping women and docile responsibilities, thereby propagating inequalities through the digital and printed advertising world. The objective of the research is to purposely select regular advertisements and their symbolic representation that might have promoted women's engagement, their struggle, either responsible for identity stagnation or an expansive identity. The paper has strategically reviewed popular content that uncovers to transform societal myth and women objectification in restoring their equal natural existence. The study concludes the usage and abuses of advertisement concordant to inter-disciplinary inquiry into the laws, policies, and sociopolitical activities within a democratic state.
Advertising is an elongated enduring aspect in human life which has been fabricated hundred years ago. It has been a long time for advertisers to find out, which type of advertising and advertisements effectively work. Every culture has different way of thinking, way of behavior and way of advertising. Every culture reacts in different portrayed advertisements. Advertisements featuring women as mother figures tend to promote products relating to the home, children, and health. Women in such advertisements are portrayed as putting others before themselves, and doing the best for the family. They take care of the children, make sure the house is clean, and cook all the meal .As are women seen in advertising so are seen in real life. Advertising has the power to create and transform human psychics. Advertising was using portrayal of female stereotypes, which have been created by society for many years. Today advertising uses portrayal of female
nowadays all forms of media including advertisements are a powerful tool for influencing public opinion which can be used for positive changes in the society or abused to maintain the status quo of injustice and inequality. It is very clear from the commercials that are going on in Pakistani electronic media that women are defined in their relation to men, while men are defined in relation to their work or their creativity. These advertisements show very stereotypical role of women and so are largely responsible for stereotyping women in the society. The focus of this study is going to be the advertisements in Pakistani electronic media because advertisements are a form of persuasive discourse that has a great impact on the social perceptions of the masses. This research aims to discuss the portrayal of women in the commercials of Pakistani TV channels. The data of ,,,,,,,TV commercials is collected and then analyzed through content analysis. The research uses the framework of Kabira Masinjilla to analyze the gender depiction in the advertisements. The result indicates that women are portrayed as submissive and are defined in relation to women, in Pakistani TV commercials.
POSITIONING OF WOMEN IN ADVERTISEMENTS: ECONOMICS OF TRANSFORMATION
ShodhKosh: Journal of Visual and Performing Arts, 2022
In Indian society, across the regions women are changing, becoming confident, decisive, taking a lead and consequently Indian advertisements have also changed the way of positioning women and their issues. Where in 1984, the female protagonist of Surf advertisement, famously remembered as Lalita Ji, was projected as dedicated housewife, in 90's the advertisement of Nirma Washing Powder also projected the female characters as housewives washing clothes or Sangeeta Bijlani as displaying her beautiful and clean dresses as a beauty icon, in 2011, same Nirma Washing Powder showed an ambulance advertisement in which the female characters push the ambulance out of mud in front of the uncomfortable people standing around the ambulance. The tagline used was same as used in 90's 'Hema, Rekha, Jaya aur Sushma, sabki pasand nirma' but where the previous one just depicted women in the stereotyped roles of housewives and beauty symbols, latter one depicted them as confident, selfreliant, and decisive women with leadership quality. This is in contrary to much research on gender in the media which blames advertisements for showing women stereotypes. This compels to examine the factors behind new positioning of women and their issues in today's advertisement which could be social, financial, and ideological and so on. However most significant and reasonable of all these factors seems to be financial factors keeping in mind the increasing number of employed women who are free to spend their money and thus proving to be strong prospective consumers. This paper tries to explore and examine all such financial factors behind positioning women and their issues in modern day advertisements.