A Study of Portrayal of Women In Advetisement In India

The portrayal of women in advertisements is the most controversial topic of discussion now-a-days. The presentation of women by media is not a new thing. From decades they have been portrayed in ads. In very earlier days she had been presented as housewife, mother, sister i.e. in stereotypical roles. From past two decades her presentation has been enjoying a shift from the stereotypical role to a career oriented, self-dependent and empowered role. Advertising is having a huge role to play in the everyday life of people. To increase the status of women in society, advertisements can play a very important role. She is shown as an independent working woman who don't have to rely on someone for her every single need and infact she has a place beyond the boundaries of her house. In this era although she is becoming independent but she has not left her traditions and good values, she is ambitious and is devoid of all the traditions.