Portrayal of Women in Indian Advertising: A Perspective
International Journal of Marketing and Technology, Vol. 3, No. 3, pp. 119-226, 2013
8 Pages Posted: 3 Mar 2013 Last revised: 6 Mar 2013
Date Written: March 1, 2013
In recent years, Indian advertising has witnessed a significant transformation in the manner in which women are portrayed. The way women are depicted in advertising changes with times, reflecting the transformation taking place in society. Advertising is one of the major media that affect our daily life consciously and unconsciously and are responsible to play a significant role in shaping the society in a much broader perspective. Women today are no longer consolidated behind kitchen walls. Their aspiration for coming out of the door also taught society to think differently. Marketer wisely utilized this transformation process to launch their product and advertisement strategically. Present study provides a broad outlines the various ways through which women are depicted in Indian advertisements.
Keywords: Women, Indian advertisement, Media, Advertising effectiveness
JEL Classification: M30, M37
Suggested Citation: Suggested Citation