Role Of Women In Advertising

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Background & Motivation

Women roles portrayed in stereotypical way in advertisements have been a matter of much public criticism and controversy. Two major stereotypes roles in Indian television advertisements, that is, submissive roles of housewives advertising household product and the glamorous roles for modern girls advertising cosmetic products. Role portrayed in submissive and exploited image has cast a negative impact on the women 's community as widely researched by scholars with emphasis on content analysis techniques of advertisements. We took this project to understand the perception of advertisers & Indian consumers on basis of their attitudes, reactions, and perceptions about these roles.

1. Examine female role portrayals
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The study of Siu and Au (1997) shows that in both China and Singapore male central characters appeared in products used by either genders, whereas more female central characters appeared in products used by females only. Women were portrayed more often to be younger than men and men were more likely to be seen in independent roles, whereas women were portrayed in roles relative to others.
In Singapore commercials, women were more portrayed at home and men were portrayed in outdoor settings & women appeared more frequently as spokespersons but this was not true with the Chinese advertisements. In the Chinese commercials women were depicted more frequently as product users and men were depicted as product authority.
Das (2000) in their study on the role of men and women in Indian advertisement concluded that the portrayal of women in Indian magazine differs from those found in other nations. Two major differences in female role portrayals
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This was not the case in the 2000. In 2000, 13.34% of advertisements portrayed woman in the role of both a professional and home maker. There are many such changes in the television advertisement over the decades. However, some variables have not changed over the years like the portrayal of woman as a product user or presenter.
Portrayal of Woman
To test Hypothesis 1, the female role categories were combined together in three categories i.e. traditional, neutral and non-traditional. The traditional category comprised of the following categories: Wife, daughter, mother, home maker and decorative. The neutral category comprised of the category of “others” and the nontraditional category comprised of professional, professional and homemaker, girlfriend, women superior to men or equal to men. This is in sync with the study done by Das (2000).
Modified Female Role Categories by Decades
Role Portrayals 1980s 1990s 2000s 2010s
Traditional 68.6 63.5 55.1
Neutral 16.01 12.34
Non Traditional 31.4 20.49
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