Impact of Globalisation and Depiction of Women in Indian Advertisements

In the process of globalisation, transnational business conglomerates put for ward their agenda of standardisation of consumption for population beyond political boundaries with mass media as an important tool to reach large groups of consumers worldwide. Public are exposed to standardised commercial messages and they assimilate social and cultural behaviors which may be different from the existing social and cultural norms. The Indian middle class are going through a transition where their culture and values are contrasted with the consumerist culture propagated through the globalised mass media. Advertising for women have increased due to increase in purchasing power and decision making capabilities of women, yet the role are stereotypical either as housewives or sex objects. Though globalisation has affected use of women in nontraditional manner, yet the portrayal of women in Indian advertisements has not changed very much.