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PORTRAYAL OF WOMEN IN INDIANADVERTISING: CHANGING ROLES

GROUP B

NITASHA BASU (158)JAYANTIKA NARANG (168)

PRIYANKA MALHOTRA (183)

VIBHU SHARMA (186)ANUSHA GUPTA (194)

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FLOW OF PRESENTATION

INTRODUCTION

TYPES OF ADVERTISING MEDIA

ROLE OF WOMEN IN MEDIA

WOMEN IN ADVERTISING OVER THE YEARS

CHANGING TRENDS

CONCLUSION

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INTRODUCTION

Advertising can be defined as a paid form of a non personalmessage communicated through the various media by businessfirms, industry, not or profit organizations or individuals.

Through an advertisement, an advertiser intends to spread hisideas about his products/ offerings among his customers andproducts.

Hence, it is persuasive and informational and is designed toinfluence the purchasing power and thought patterns of theaudience.

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In our caste conscious, superstitious, feudal and intenselypatriarchal society, portrayal of women has always varied from

one stereotype to another such as agirl child being a prospective mother;a woman as a sex object or an eye catcher;

a submissive & hardworking homemaker whose only aim in lifeis to serve her husband with mouth watering dishes or making

him proud by providing him with the whitest shirt.

But times have changed and so has the women in advertising.Women are now no longer confined to four walls of the house;they are moving out and are also supported by her male family

members.

Many contemporary advertisements portray women in amore positive way i.e. as independent, assertive, enjoyinglife and a career woman.

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DIFFERENT ADVERTISING MEDIA

Broadcast media e.g. TV, Film, Internet.

Print Media e.g. Magazines, Trade

Journals and Periodicals.

Outdoor or Mural e.g. Poster hoardings,Display Boards, Electric signs etc.

Transit Railways, Buses, Aircrafts,subways etc.

Other forms like Window Display, Pointof purchase material, Exhibitions etc.

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Print Media

Print media

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Outdoor advertising

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Transit Railways, Buses, Aircrafts,

subways etc,

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Window Display, Point of purchase

material, Exhibitions etc.

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STEREOTYPES Representation of women in advertising has undergone many

changes over the years.

However, there are some ever-green stereotypes that the Indianadvertising community loves to capture!

There are predominantly three images in which women are type

casted:

1. Family Image.

2. An image of desire.

3. Todays woman.

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Desirable Image Needless to say, one of the top selling ads are the ones where women

have been portrayed as objects to desire.

Most of these advertisements have either been censored or bannedfor the sensitive Indian mentality, but not before achievingimmense popularity and TRPs.

Some products like: perfumes and deodorants, undertake this typeof advertising. Examples: Axe, Zataak.

http://www.youtube.com/watch?v=FFSy77gL3L0

http://www.youtube.com/watch?v=xkCpX4HUVZg

These advertisements use the sex appeal in advertising.

http://www.youtube.com/watch?v=FFSy77gL3L0http://www.youtube.com/watch?v=xkCpX4HUVZghttp://www.youtube.com/watch?v=xkCpX4HUVZghttp://www.youtube.com/watch?v=xkCpX4HUVZghttp://www.youtube.com/watch?v=xkCpX4HUVZghttp://www.youtube.com/watch?v=FFSy77gL3L0http://www.youtube.com/watch?v=FFSy77gL3L0

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Todays Woman Lastly, is the todays woman stereotype.

These commercials try to represent the working, ambitious, Indianwoman.

They reflect a shift from the earlier roles played by women in thesociety.

Example: Bournvitas earlier ads used to portray the housewifeimage but now the role has undergone a tremendous change.

http://www.youtube.com/watch?v=OtmU00-UvSQ

Example: The commercial for Britannia Vita Marie, which shows ayoung photographer, spending a long rough day at work and at theend of the day stresses on taking care of herself.

http://www.youtube.com/watch?v=fd2yh66FNdA

http://www.youtube.com/watch?v=OtmU00-UvSQhttp://www.youtube.com/watch?v=OtmU00-UvSQhttp://www.youtube.com/watch?v=fd2yh66FNdAhttp://www.youtube.com/watch?v=fd2yh66FNdAhttp://www.youtube.com/watch?v=OtmU00-UvSQhttp://www.youtube.com/watch?v=OtmU00-UvSQhttp://www.youtube.com/watch?v=OtmU00-UvSQhttp://www.youtube.com/watch?v=OtmU00-UvSQ