The document discusses the portrayal of women in advertisements. It notes that women are often portrayed as helpers or objects to promote products. While some ads show more independent women, many negatively objectify or stereotype women as subordinate. Photoshop is also used to create unrealistic images of female beauty that are difficult to attain in real life. In conclusion, the document argues that advertising often traps both women and men into rigid gender roles and definitions of femininity and masculinity.

1. Name: Brijal Oza
Roll no.: 21
Sem: 4
Paper: 15, Mass Communication and Media
Studies
Topic: Representation of Women in advertisement
Email ID: brijaloza1994@gmail.com
Submitted to: Dept. of English
M.K. Bhav. Uni.

2. What is Advertisement ?
• One type of communication and modern advertisement.
• Advertise is something, a brand or service or products etc.
through public sectors.
• There are different kinds of advertisements like broadcast,
print advertisement etc.
• The messages of the advertisements reveal the stereotypical
norms of the society in front of the people especially our
young generation.
• Advertisements are now infotainment.
Information + Entertainment = Infotainment

3. Portrayal of Women in Advertisement
• Women are represented differently in
different types of advertisements and they
perform their role without any hesitation.
• Usually women are portrayed as a product
in advertisements where they tend to take
the role of a helper or object.
• The women who provide the desirable
image in the advertisements always
portrayed in an attractive way to grab the
attention of the audience.
• In the media, women are represented as
the highlighter in promoting any products.

4. Women’s
role in
Advertisem-
ent
Household
Products
Necessary
products of
Women
Beauty
Products

5. Positive side of Women’s role in
Advertisement
• With the changing time they are portrayed as more
independent and free thinkers and carrier oriented.
Example of ‘Fair & Lovely’ ad.
• the girls are not an object, they also can do the tough job like
journalism which needs more field work.
Example of ‘Sunsilk’ ad.
• The women are always depicted as the inferior to men in the
physical strength, so this myth is also falsify in the ad of
‘Nirma’.
• These all ads. shows that the women are becoming more and
more aware about their role in the society.

6. Negative side of Women’s role in
Advertisement
• There are many negative influences like the body of the woman is
objectified openly.
• ‘Scopophilic’ is a term to describe this kind of desires.
• This representation of female body in advertisement is stereotyped.
• It is because women are always shown as if they are subordinate,
subjugate, inferior, weak, dominated, dependent, demure and more
importantly as pleasing objects.
• Photoshop is a crucial part of the media and helps sell a woman’s
body even more, Through the photo-shop they creates the image in
which the female is having wrinkleless skin, spotless face, face having
no dark circles at all, and flawless and glowing skin. Which is not
possible in the real life. Example of ‘Fair & Lovely’ ad.

7. “Advertising is one
powerful force that
keeps us trapped in very
rigid roles and in very
crippling definitions of
femininity and
masculinity”.