International Journal For Multidisciplinary Research

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A Widely Indexed Open Access Peer Reviewed Multidisciplinary Bi-monthly Scholarly International Journal

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The Portrayal of Women in Advertising and its Effects on Target Audiences: A Retrospective Analysis

Author(s) Dr. Ch. Bala Raju
Country India
Abstract Today, advertising is a key driving force behind varied conceptions of beauty. Models with revealing clothing, fair skin, and bare midriffs are the ones who play influential paradigmatic roles in society, not “size-zero” models. Such methods are troublesome for India because the media's definition of beauty is heavily westernized. The feminist movement and the evolution of women's positions in society have sparked a lot of academic interest in how women are depicted in advertising. Traditional representations of housewives, women who rely on a man's protection, and depictions of sexual objectification were common in early studies. For more than four decades, advertisers have been accused of employing inappropriate and degrading stereotypes when it comes to the representation of women in advertising. This is a major worry in the United States right now. Despite the fact that a reduction in gender stereotyping would be reasonable, This does not appear to be the case in today's culture, which mandates many gender roles: There is a plethora of information available in the literature. Female stereotyping is alive and well, according to studies, even if it takes on different forms and patterns now than it did in the past.
Keywords Marketing, television commercials, advertising, portrayal of women, Indian media
Field Business Administration
Published In Volume 3, Issue 1, January-February 2021
Published On 2021-01-31
Cite This The Portrayal of Women in Advertising and its Effects on Target Audiences: A Retrospective Analysis - Dr. Ch. Bala Raju - IJFMR Volume 3, Issue 1, January-February 2021.

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