Advertising is sometimes perceived as the index of social development. Its impact on the process of social change cannot be denied. There is a general belief that ‘advertising’ reflects norms prevailing in the society and promotes cultural values. There is, however, a never ending debate as to whether the scope of advertising is just to reflect what is happening in the society or it should ideally act as a weapon to set trends.
Advertisements are reflected in the media and media itself is an influential institution. It has a pervasive presence in modern society and it is capable to interpret and construct reality. Portrayal of men and women in advertisement is highly influenced by their role in the society. The way they are presented in the society same way they are represented in advertisements. With the change in society role and its projection also changes. In 70’s and 80’s women are mainly shown as house wives busy in taking care of home and its member, listening to men's decision and adding only glamour to the screen. Now the concept has changed. They are no more treated or shown as a decorative object rather they take important decision in the family affairs. The recent Bournvita Advertisement Cleary shows that even a mother can be a trainer to their kids. This paper tries to see the change in the role of women in advertisement, mainly in the Indian context. Advertisements are properly scanned to see whether the role of women in the advertisements has changed at all or not.
