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Depicting Women In Advertising
 

Depicting Women In Advertising

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    Depicting Women In Advertising Depicting Women In Advertising Presentation Transcript

    • DEPICTING WOMEN IN ADVERTISING
      INFLUENCING PEOPLE:
      MYTHS & MECHANISMS
    • INTRODUCTION
      • Indian and global advertisement portray women in domestic role or as decorative sex object.
      • Women existence in advertisement merely to seeK male attention.
      • The customer is no more the “king” but is now the “queen”.
    • CAN YOU LOOK LIKE “AISHWARYA” after using LUX ???
    • ADS’ WOMEN ARE DISTINCT FROM MODERN DAY WOMEN
      • MEDIA NO LONGER “MIRRORS” THE SOCIETY.
      • The indecent portrayal of women in ads negatively influences the mindset of society.
    • “It would be great to see ‘real women’, professional women of various ages, women as they are ,i.e; people with multiple roles and relationships, that doesn’t mean they are sexless –just normal and representative of the women who purchase products.”
      -R.Squircheck
    • “WOMEN” – Object WITHOUT VOICE
      • Women in the media world are treated as an object.
      • advertisers MADE WOMEN AS THEIR PUPPET.
      • PUPPETS CAN’T raise voice against such ads.
      • ADVERTISERS DON’T LET THEM come out as authoritarians or leaders.
      • WOMEN SHOULD BE GIVEN EQUAL OPPORTUNITY TO SHARE THEIR VIEWS AND IDEAS.
    • SEX Selling = Marketing Tool
      • “Sex sells – pretty much anything” and so one might say, that this is simply a marketing tool and that it has no impact on society.
      • Advertisement depicts for us not necessarily how we actually behave as men and women but how we think men and women behave.
    • DON’T ASK…DON’T TELL…JUST SELL !!!
      • FOR MEN------ women are often used in advertisements to imply a sexual relationship between the man who uses the product and the woman in the advertisement.
      • FOR WOMEN------Sexual women are used in advertisements to imply that the product will increase the user's appeal to men.
      • Women models unwillingly lend themselves to becoming both the seller and the sold.
      • Media tries to get as many people as possible viewing it’s content to get more money.
    • NEW AGE CUSTOMER-WOMEN
      • WOMEN as the decision maker in household products have moved from male counterparts to housewives.
      • But it is easy to convince housewives by associating product brands with their lives.
      • Empowering women customers by portraying their aspirations in advertisements.
      • Family planning campaigns also empowering women in taking decisions.
      • Advertising is not solely to be blamed for rigid gender roles. However there is no aspect of our culture that is as pervasive and persuasive as advertising.
      • In today’s advertising, the proposition “ anything relating to sex is a forbidden topic” has undergone a change.
    • FEMININE ADVERTISING MASCULINE PRODUCTS – ITS NECESSITY?
      • FEMALE MODELS USED IN PRODUCT NOT RELATED TO THEM LIKE MEN’S RAZORS, MEN’S WEAR ETC.
      • DAMAGES & INSULTS WOMEN’S IMAGE.
      • COMPANY THAT LOST TOUCH IN MARKET USES THIS TOOL.
      • WOMEN ARE USED TO SEDUCE MEN IN BUYING A PRODUCT.
    • STEREOTYPING BY ADVERTISERS
      • STEREOTYPES MAY NEGATIVELY AFFECT
      WOMEN’S PERCEPTION FOR THEMSELVES.
      • WOMEN’S ULTIMATE GOAL IS TO ATTRACT
      MEN.
      • WOMEN STILL SHOWN AS SUBMISSIVE SEX
      OBJECTS.
      • WOMEN LIVING UNDER THE “MALE GAZE”
      • WOMEN PREVIOUSLY PORTRAYED AS DOMESTIC ATTENDANTS AND NOW AS SEX OBJECTS .
    • ROLE OF MEDIA AS ETHICS WATCH DOG
      • ENSURING THAT THE PORTRYAL , REPORTING AND REPRESENTATION OF WOMEN RESPECT THE DIGNITY OF WOMEN
      • PROMOTING ADS DEPICTING WOMEN WORKING IN WIDE VARIETY OF CAREER SETTINGS
      • ENSURING THAT THE CONTENT OF ADS SHOULD BE RELEVANT TO THE PRODUCT
      • SENSITIZING AND MOTIVATING SOCIETY TO THE ISSUES OF PORTRYAL OF WOMEN IN COMMERCIAL ADS.
    • FAIR & LOVELY AD…
      • HIGHLY RACIST AND AFFRONT TO WOMENS DIGNITY
      • AFFECTS THE SELF ESTEEM OF WOMEN
      • MAKES THE WOMEN FEEL THAT MEN ATTRIBUTES HIGHEST VALUE TO THEIR ATTRACTIVENESS
    • RECOMMENDATION
      • Ads which are exploiting womenhood
      should not be screened on t.v.
      • women should be shown in diverse
      roles.
      • ads should be focusing on average
      women.
      • ads should emphasize on product
      rather than female models.
    • RECOMMENDATION…CNTD…
      • SPECIAL COMMITTEE SHOULD BE THERE TO SCRUTINIZE ALL ADS.
      • SOCIETY SHOULD SENSITISES THE ISSUES OF STEREOTYPING PORTRAYAL OF WOMEN IN ADS.
    • PRESENTED BY:
      • DEEPAK VERMA