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WOMEN IN ADVERTISING

By Y.Shanthi

ICFAI BOOKS
EDITED BY

DIVYA NIGAM JYOTSNA JHA

NO. OF PAGES PRICE

179 650

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CONTEXT
SECTION 1 GENDER PORTRAYALS SECTION 2 NEW WOMNEN

SECTION 3
CHANGING DYNAMICS

Section 1

Gender portrayals

Seeing through soft sell


This article studies the underlying messages in the stereotypical portrayals of women in advertising, and its impact on the way women are perceived in society.

Advertisement not only tells how women are but also tells how they should be. Reinforcing Social Stereotypes Creation Of Unhealthy Obsessions Beyond The Gloss And Glamour

Happy victims
The Construction Of Women In Advertising The Eroticization Of Violence

Today in advertisement all over the world, women


continue to be portrayed as HAPPY VICTIMS BEAUTIFUL CORPSES EROTIC OBJECTS

A COMPARTION BETWEEN WESTERN AND ASIAN PERSPECTIVE


The Portrayal Of Women In Asian Advertising China Singapore Japan India Western Asia

The Portrayal Of Women In Western Advertising US Europe

Portrayal of women in Indian advertisement


Indian advertisement either treat women as objects to lure male consumers, or show her as a dependent and domestic servant.

Women have long grown out of this profile, and our


advertisement need to catch up faster.

Gender representation in tobacco and alcohol advertising


It discusses the portrayal of women in tobacco and alcohol advertising.
Advertisement represents value of age, class, representation of race, sexual orientation, fashion, health and disease, drugs, fetishism, exoticism and colonialism

How advertisements exploit women


Derogatory representation of women in the advertising media is more a social, cultural and economic problem than purely a physical one.
Women work ,men appraisal.

Section 2

New women

Womens ad lib
Liberalization of women status. Home-server to CEO of HOME.

Joint to nuclear families.

Indian women in advertising: changing phases


The involvement of women in todays advertising industry is increasing at a very fast pace irrespective of the product.
Comparing the different phases that women have traveled in the realm of advertising from the 1950s till date.

(1)

(2)

The Indian women: Entering new domain in advertising


Explains the changing role of the Indian woman in advertising. Docile-Homemaker to more confident, decisive and self-assertive individual. The Beginning Ma-Beti-Bahu Ads Women in commercials In the driving Seat

Section 3

Changing Dynamics

Looking beyond the stereotypes


Behavioral patterns
MEN MUSCULINE DOMINANT STRONG AGGRESSIVE INTELLIGENT WEAK SUBMISSIVE EMOTIONAL COMMUNICATIVE WOMEN FEMININE

Can also be shown


CARS/TECHNOLOGY GETTING DRUNK MULTIPLE PARTNER SHOPPING/ MAKEUP SOCIAL DRINKING COMMITTED RELATIONSHIPS

Marketing and the New Indian Women


Enhanced status of women and the portrayal of her liberation and advertisements. Women's are considered as emerging new customer. As women play a crucial role in, 1. 53% of corporate purchase 2. 58% of whole sale 3. 91% of house holds 4. 94% of furniture 5. 80% of home decorations 6. 68% of new cars.etc

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