Roles Of Women In Advertising Essay
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.
Objective:
1. Examine female role portrayals
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Today 30% of employees in the software industry are women. They are also distinguishing themselves as professionals in different walks of life. But has the representation of women advertising changed over a period of time in advertisements? Or does it confirm to some of the traditional notions about women and their role in society? That is the question we wish to deal with in this project.
Portrayal of woman in advertising has been an area of interest for both academicians (Das, 2000, Siu and Au, 1997) and practitioners. There has been a socio-cultural change in society over the decades which are evident from the increasing number of women pursuing careers, changing family role structure, and unfavourable female attitudes toward traditional sex-role stereotypes. The earliest study of women’s role portrayals was done by Courtney and Lockeretz (1971). They studied 112 ads in magazines and concluded that the ads reflected stereotypical roles like “women’s place is in the home, women don’t make important decisions or do important things, and women are dependent and need men’s protection, men regard women as sex objects and are not interested in women as
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