This is the basic ambivalence that leads to the great, unending debate on the portrayal of women in advertising, mainly in the electronic media
They no more reinforce the old belief that awoman is supposed to forgo her own comfortand keep on doing household chores withoutgetting tired. Depiction Of Women In Indian Advertisements 2001-2010 . The mother-in-law is rarely present; when she does appear, it is as a distant, benign installation
Women are now depicted in contexts like… girl child a career woman prospective as a person mother who enhances the appeal of the advertisemen t
• Is the woman the target-audience a product/service is aimed at?• Is she the primary consumer of the product/service advertised?• Or is she herself the product or service?
Characteristics Of Women in Ads.• More decision making power than the past• Potraying women as commodities and sex objects• The modern Indian woman is independent, in charge — and does not have to live with her dark skin.• independent, assertive, enjoying life and a career woman.• Not a “house wife” but a “home maker”• scrupulous, religiously intolerant, craving only for their own family, politically naïve, socially inevitable and culturally ultra-modern.
Women as sexobjects in irrelevant ads • There is an advertisement of a premium whisky that shows one man is taking first sip of that particular whisky and the lady sitting in front him appears to be losing some inches of her dress after every drink the process goes on up to three drinks. After three sips of the drink he finds that the breasts of the previously over-clad lady have become quite visible and half clad and his own shirt has slipped from his shoulders. And the voice smurs- KuchhBhi Ho SaktaHai (Anything can happen). • In one advertisement of an after-shave lotion, a man comes out after shaving and using the particular lotion and the young girls in the vicinity start following him seductively. • In one advertisement of a bike one individual is shown as moving hand on the body of the bike and the image of a semi- nude lady props up instead of the bike. • In one advertisement of a deodorant spray young two-piece bikini clad females start flocking the man who has used that spray recently. • In another advertisement two girls are using the telescope to watch, admire and get fainted out of infatuation by looking at the man wearing only a particular brand of underwear. • Another advertisement of an underwear shows a young man kissed in almost every party of his body by the infatuated young girls in the ladies toilet.
Battle of sexes• Coming to the question of change, the roles of men and women have changed.• The world of the Indian woman is no longer limited to the four walls of her home and the Indian male has to chip in with household chores. Advertisers are taking notice of this metamorphosis: A father cleaning his child’s dirty t-shirt in the Ariel Ad or “the woman of substance” as portrayed by Femina Ads - independent and head on!• Now men are featured in ads of female shampoos and bathing soaps
More realistic ads• Now modern advertisements are presenting a more realistic and balanced picture of Indian women such as HERO HONDA PLEASURE (Why should boys have all the fun) in which they are advertisement advocates women empowerment likewise in advertisement PRUDENTIAL LIFE INSURANCE (JeeteyRaho)- in which, a young couple is seen where a wife asks husband to sign the life insurance papers
conclusion• Women in India are increasingly exposed to education and participate in workforce; gender demarcations are undergoing rapid change.• They have now greater physical, cultural and social mobility than what their mothers and grandmothers used to have.• Today’s woman has the freedom to explore new ways of living, peer bonding, handling relationships, and so on.• Since they are getting monetarily independent, their value at home is also increasing.• This has reduced the „commodity‟ status of women and their portrayal as sex objects in advertisements has witnessed a key change.• . While it is common to use women in advertisements to attract men, the reverse is also happening in few cases, though in a subtle way• This stereotyped and sexually aggressive portrayal of women is a profitable trend in the new market economy.