Empowering of Feminine in Indian Advertisements

Aruna M; Gunasundari K

doi:10.34256/ijcci2212

Aruna M Department of Management Studies, PSG College of Arts & Science, Coimbatore- 641014, Tamil Nadu, India. https://orcid.org/0000-0002-1758-2911
Gunasundari K Department of Management Studies, PSG College of Arts & Science, Coimbatore- 641014, Tamil Nadu, India.

Keywords: Stereotype, Gender Portrayal of Women, Advertising

Abstract

In general, female stereotypes shape the advertising industry, and some recent studies suggest that other types of non-stereotype gender role representations in advertising can have many positive effects. The purpose of this study is to investigate the gender stereotypes of women in modern days advertising. Regardless of gender, there are many positive effects on the brand-related and social impact of non-stereotypic representations of the professional gender role in advertising to respondents. These results also show the format of these stereotypes about how women are portrayed in advertising. It is important that advertising supports gender equality by using positive expressions instead of harmful stereotypes. This study used content analysis to identify the different roles women play in Indian television advertising. Studies show that women are primarily portrayed in advertising as independent decision makers and users, and as an authority on the products being advertised and direct eye contact with customers in advertising and vocalization, and the product type of advertising.

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