Multi facet role of women in advertisements: A perceptual study

Past studies show that the media portrayal of women is related to the broad socio-economic, political, and cultural context of a society. Images of women in the media are more likely to be the results of a social-construction of reality than the products of media reflection or distortion. Advertisers strive to engage consumers through their choice of message tones. They have been using a wide variety of emotions to initiate the desired response. The roles of men and women have changed. The world of the indian woman is no longer limited to the four walls of her home and the indian male has to chip in with household chores. Any meaningful examination of media portrayals of women has to be based on specific social, economic, political, and cultural conditions of a given country within a particular period of time. An attempt has been made to determine the attitude of respondents towards advertising and portrayal of women in advertisements and to assess the present generation views about the new world women. Questionnaire based study (primary) is conducted for the said purpose.