As one of the significant tools that reflects sociocultural values, advertising represents these trends. Have male and female roles in Indian ads changed over the past decade?
Thus, overall a combination of all aspects need to be perfectly integrated into Indian ads for portraying the true and acceptable image of women. Women were also less likely to be portrayed in "dependency" roles in Indian ads than in British ads.
Need one say more? In addition to food products such as McDonalds, and Kentucky Fried Chicken, Western culture is easily found in Asia through fashion, life-style, movies, television, music, etc.
But now, the horizon has expanded and sexuality has occupied an invariably important place in Indian ads. In India, the trend seems to be to portray women less often as housewives or concerned with looks, but not more often in nontraditional, career-oriented, or authority figure roles.
First, India is one of the fastest growing markets for consumer durables and several "male-oriented" products such as insurance, medical, industrial, and technology-related products. Lessons in media literacy, articulated clearly or indirectly through public service advertising, posters and so on, can empower women and girls to handle problems that result from a fixation on physical attractiveness rather than on intellectual growth, on wholesome good health rather than on stringent dieting that could lead to chronic psychological trauma like anorexia nervosa and so on.
The whole notion of using provocative images of women for ads is to send out an ideology of an artificial ideal of what most men fantasy about. Any change in role portrayals of women have to be done while being posited clearly within dominant ideology, not from without.
Women in Indian ads are being presented in less dependent roles than they were before. Initially such ads were restricted to categories like perfumes and undergarments. The Bipasha Basu-John Abraham ad mentioned above for instance, underscores how men in Indian ads are being presented in a much more macho-dominant manner than they were before.
In an attempt to reestablish this connection, Pantene researchers decided to figure out what it was like to be a woman in the workplace.
It might convey the message that Indians are still narrow minded and are not open to working women and their changing life styles. No one would have dreamt of Amitabh Bachchan modelling for any product when he was at the peak of his career as hero.
This is an example of positive advertising that subtly carries a social message. The twist ending forces viewers to challenge the way that they think about gender roles.
The study quoted an earlier US study Kolbe and Albanese which found that men were often portrayed in athletic roles.Nov 26, · Over the years women’s role in advertising has not had much of a change, women back in the 50’s were portrayed as house wives, who had nothing better to do than to keep the children fed, the dishes dry and to be pretty for their husbands.
10 Mallika Das, Gender Role Portrayals in Indian Television Ads, Sex Roles,64,CrossRef 11 Russell Luyt, Representation of Gender in South African Television Advertising: A Content Analysis, Sex Roles,65,CrossRef. The ad for a certain shampoo on the television portraying two of the most sensuous and physically attractive star models, (who are also an off-screen pair in real life) is an indicator of how sex roles have changed in Indian advertising.
Changing sex roles in Indian advertisements Have male and female roles in Indian ads changed over the past decade? Have the images of men and women in ads softened over time, blurring the stereotypes, or have they hardened?
Shoma Chatterji writes about change in the advertising scene and the importance of media literacy for women. A review of extensive literature has helped to identify that there has been no study in the Indian context on the role of woman in Television advertising.
This study aims to fulfill this gap by analyzing the role of woman in Indian Television over three decades from Be it films, advertisements or theatre, women’s roles have been defined on the continuum of being trivially significant to being absolutely worthless.
Most ads which featured women showed typical Indian housewives.Download