PORTRAYAL OF WOMEN IN INDIAN ADVERTISING: CHANGING ROLES

GROUP B NITASHA BASU (158) JAYANTIKA NARANG (168) PRIYANKA MALHOTRA (183) VIBHU SHARMA (186) ANUSHA GUPTA (194)

FLOW OF PRESENTATION
INTRODUCTION TYPES OF ADVERTISING MEDIA ROLE OF WOMEN IN MEDIA WOMEN IN ADVERTISING OVER THE YEARS

CHANGING TRENDS
CONCLUSION

INTRODUCTION
Advertising can be defined as a paid form of a non personal message communicated through the various media by business firms, industry, not or profit organizations or individuals. Through an advertisement, an advertiser intends to spread his ideas about his products/ offerings among his customers and products. Hence, it is persuasive and informational and is designed to influence the purchasing power and thought patterns of the audience.

 In our caste conscious, superstitious, feudal and intensely patriarchal society, portrayal of women has always varied from one stereotype to another such as a girl child being a prospective mother; a woman as a sex object or an eye catcher; a submissive & hardworking homemaker whose only aim in life is 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 a more positive way i.e. as independent, assertive, enjoying life and a career woman.

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, Point of purchase material, Exhibitions etc.

Broadcast media

Print media Print Media

Outdoor advertising

Transit Railways, Buses, Aircrafts, subways etc,

Window Display, Point of purchase material, Exhibitions etc.

STEREOTYPES
Representation of women in advertising has undergone many changes over the years. However, there are some ever-green stereotypes that the Indian advertising 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.

Family Image
Under this umbrella, there are three type casts: 1. The busy housewife. http://www.youtube.com/watch?v=mwecLvY5cb0 Their ultimate aim seems to be to keep a great house - judged by the whiteness of her husband's shirt, or the quality of household work, the height of her child, etc . She is the epitome of the self sacrificing figure.

2. Glorified motherhood. http://www.youtube.com/watch?v=_0TAHInaWL4 As shown in the commercial, she represents the glorified motherhood status, taking on everything good or bad for her child, as it seems the sole motive of her existence.

Conti
3. Prospective Bride. http://www.youtube.com/watch?v=WdSun_UZCZw This image upholds the Indian fixation with the being fair. In the Indian marriage market its only the fair and the beautiful that sells. And if a woman is not fair then she should find ways/means to become so! (Example: Fair & Lovely ads.)

The backdrop of these advertisements showcase the traditional roles of women in the Indian society. They do not question these roles.

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 banned for the sensitive Indian mentality, but not before achieving immense popularity and TRPs. Some products like: perfumes and deodorants, undertake this type of 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.

Todays Woman
Lastly, is the todays woman stereotype. These commercials try to represent the working, ambitious, Indian woman. They reflect a shift from the earlier roles played by women in the society. Example: Bournvitas earlier ads used to portray the housewife image 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 a young photographer, spending a long rough day at work and at the end of the day stresses on taking care of herself. http://www.youtube.com/watch?v=fd2yh66FNdA