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

See all articles by Dr.Sumanta Dutta

Dr.Sumanta Dutta

St. Xavier's College (Autonomous) - PG Department of Commerce

Date Written: March 1, 2013

Abstract

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

Dutta, Dr.Sumanta, Portrayal of Women in Indian Advertising: A Perspective (March 1, 2013). International Journal of Marketing and Technology, Vol. 3, No. 3, pp. 119-226, 2013, Available at SSRN: https://ssrn.com/abstract=2227332

Dr.Sumanta Dutta (Contact Author)

St. Xavier's College (Autonomous) - PG Department of Commerce ( email )

Kolkata, 700016
India

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