Empowering of Feminine in Indian Advertisements
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.
Champlin, S., Sterbenk, Y., Windels, K., & Poteet, M., (2019). How brand-cause fit shapes real world advertising messages: a qualitative exploration of ‘femvertising’, International Journal of Advertising, 38(8), 1240-1263. https://doi.org/10.1080/02650487.2019.1615294
Eisend, M., (2010). A meta-analysis of gender roles in advertising, Journal of the Academy of Marketing Science, 38(4), 418–440. https://doi.org/10.1007/s11747-009-0181-x
Nielsen, K.S., & Wencke, G., (2017). Field Report Consumer Survey, Cpoenhagen Bussness School, 1-18. http://mistrafuturefashion.com/wp-content/uploads/2017/06/Nielsen-and-Gwozdz-Field-report-Consumer-Survey.pdf
Bower, A.B., (2001). Highly attractive models in advertising and the women who loathe them: The implications of negative affect for spokesperson effectiveness, Journal of Advertising, 30(3), 51–63. https://doi.org/10.1080/00913367.2001.10673645
Eisend, M., Plagemann, J., & Sollwedel, J., (2014). Gender roles and humor in advertising: The occurrence of stereotyping in humorous and nonhumorous advertising and its consequences for advertising effectiveness, Journal of Advertising, 43(3), 256–273. https://doi.org/10.1080/00913367.2013.857621
Whipple, T.W., & Courtney, A.E., (1985). Female role portrayals in advertising and communication effectiveness: A review, Journal of Advertising, 14(3), 14–17. https://doi.org/10.1080/00913367.1985.10672951
Middleton, K., Turnbull, S., & de Oliveira, M.J., (2020). Female role portrayals in Brazilian advertising: are outdated cultural stereotypes preventing change?, International Journal of Advertising, 39(5), 679–698. https://doi.org/10.1080/02650487.2019.1658428
Sterbenk, Y., Champlin, S., Windels, K., & Shelton, S., (2021). Is Femvertising the New Greenwashing? Examining Corporate Commitment to Gender Equality, Journal of Business Ethics, 177, 491-505. https://doi.org/10.1007/s10551-021-04755-x
Windels, K., (2016). Stereotypical or just typical: How do US practitioners view the role and function of gender stereotypes in advertisements?, International Journal of Advertising, 35(5), 864–887. https://doi.org/10.1080/02650487.2016.1160855
Zayer, L.T., & Coleman, C.A., (2015). Advertising Professionals Perceptions of the Impact of Gender Portrayals on Men and Women: A Question of Ethics?, Journal of Advertising, 44(3), 264–275. https://doi.org/10.1080/00913367.2014.975878
Baxter, S.M., Kulczynski, A., & Ilicic, J., (2016). Ads aimed at dads: Exploring consumers’ reactions towards advertising that conforms and challenges traditional gender role ideologies, International Journal of Advertising, 35(6), 970–982. https://doi.org/10.1080/02650487.2015.1077605
Chu, K., Lee, D.H., & Kim, J.Y., (2016). The effect of non-stereotypical gender role advertising on consumer evaluation, International Journal of Advertising, 35(1), 106–134. https://doi.org/10.1080/02650487.2015.1110942
Eisend, M., (2018). Explaining the use and effects of humour in advertising: an evolutionary perspective, International Journal of Advertising, 37(4), 526–547. https://doi.org/10.1080/02650487.2017.1335074
Shahwar, D., (2013). A Study of Audience Perception about the Portrayal of Women in Advertisement of Pakistani Electronic Media, Journals Global Scientific Issues, 1(2), 15–26.
Plakoyiannaki, E., & Zotos, Y., (2009). Female role stereotypes in print advertising: Identifying associations with magazine and product categories, European Journal of Marketing, 43(11), 1411–1434. https://doi.org/10.1108/03090560910989966
Milner, L.M., & Higgs, B., (2004). Gender sex-role portrayals in international television advertising over time: The australian experience, Journal of Current Issues and Research in Advertising, 26(2), 81–95. https://doi.org/10.1080/10641734.2004.10505166
Kolbe, R.H., & Langefeld, C.D., (1993). Appraising gender role portrayals in TV commercials, Sex Roles, 28(7–8), 393–417. https://doi.org/10.1007/BF00289604
Copyright (c) 2022 Aruna M
This work is licensed under a Creative Commons Attribution 4.0 International License.
Views: Abstract : 26 | PDF : 21