women in advertising 111

8/2/2019 Women in Advertising 111

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WOMEN IN ADVERTISING

ByY.Shanthi


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ICFAI BOOKS

EDITED BY

DIVYA NIGAM

JYOTSNA JHA

NO. OF PAGES 179

PRICE 650


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ADVERTISEMENT
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CONTEXT

SECTION 1

GENDER PORTRAYALS

SECTION 2

NEW WOMNEN

SECTION 3

CHANGING DYNAMICS


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Section 1

Gender portrayals


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Seeing through soft sell

This article studies the underlying messages in thestereotypical portrayals of women in advertising,and its impact on the way women are perceived insociety.

Advertisement not only tells how women are butalso tells how they should be.

Reinforcing Social Stereotypes

Creation Of Unhealthy Obsessions

Beyond The Gloss And Glamour


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Happy victims

The Construction Of Women In Advertising

The Eroticization Of Violence

Today in advertisement all over the world, women

continue to be portrayed as

HAPPY VICTIMS

BEAUTIFUL CORPSES

EROTIC OBJECTS


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A COMPARTION BETWEEN

WESTERN AND ASIAN PERSPECTIVE

The Portrayal Of Women In Asian Advertising

China

Singapore

Japan

India

Western Asia

The Portrayal Of Women In Western Advertising

US

Europe


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Portrayal of women in Indian

advertisement

Indian advertisement either treat women as objects

to lure male consumers, or show her as a

dependent and domestic servant.

Women have long grown out of this profile, and our

advertisement need to catch up faster.
http://d/advertisements/Indian%20advertising%20at%20its%20best.mp4http://d/advertisements/Indian%20advertising%20at%20its%20best.mp4


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Gender representation in tobaccoand alcohol advertising

It discusses the portrayal of women in tobacco andalcohol advertising.

Advertisement represents value of age, class,representation of race, sexual orientation, fashion,health and disease, drugs, fetishism, exoticism andcolonialism


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How advertisementsexploit women

Derogatory representation of women in theadvertising media is more a social, cultural andeconomic problem than purely a physical one.

Women work ,men appraisal.
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Section 2

New women


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Womens ad lib

Liberalization of women status.

Home-server to CEO of HOME.

Joint to nuclear families.
http://d/advertisements/Nokia%207610%20Supernova-%20It's%20not%20just%20a%20phone,%20it's%20who%20we%20are.mp4http://d/advertisements/Nokia%207610%20Supernova-%20It's%20not%20just%20a%20phone,%20it's%20who%20we%20are.mp4


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Indian women in advertising:

changing phases

The involvement of women in todays advertisingindustry is increasing at a very fast pace irrespectiveof the product.

Comparing the different phases that women havetraveled in the realm of advertising from the 1950still date.

(1) (2)
http://d/advertisements/Funny%20award%20winning%20Indian%20ad%20for%20Heinz%20-%20Housewife.mp4http://d/advertisements/Aishwarya%20&%20Abhishek%20(Catch%20me%20if%20you%20can)%20LUX%20Ad%202009-%20(Hindi%20Version%20HQ).mp4http://d/advertisements/Aishwarya%20&%20Abhishek%20(Catch%20me%20if%20you%20can)%20LUX%20Ad%202009-%20(Hindi%20Version%20HQ).mp4http://d/advertisements/Funny%20award%20winning%20Indian%20ad%20for%20Heinz%20-%20Housewife.mp4http://d/advertisements/Funny%20award%20winning%20Indian%20ad%20for%20Heinz%20-%20Housewife.mp4


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The Indian women:Entering new domain in advertising

Explains the changing role of the Indian woman inadvertising.

Docile-Homemaker to more confident, decisiveand self-assertive individual.

The Beginning

Ma-Beti-Bahu Ads

Women in commercials In the driving Seat
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Section 3

Changing Dynamics


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Looking beyond the stereotypes

Behavioral patterns

Can also be shown

MEN WOMEN

MUSCULINE FEMININE

DOMINANT WEAK

STRONG SUBMISSIVE

AGGRESSIVE EMOTIONAL

INTELLIGENT COMMUNICATIVE

CARS/TECHNOLOGY SHOPPING/ MAKEUP

GETTING DRUNK SOCIAL DRINKING

MULTIPLE PARTNER COMMITTED

RELATIONSHIPS


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Marketing and the

New Indian Women

Enhanced status of women and the portrayal of herliberation and advertisements.

Women's are considered as emerging new

customer. As women play a crucial role in,

1. 53% of corporate purchase

2. 58% of whole sale

3. 91% of house holds

4. 94% of furniture

5. 80% of home decorations

6. 68% of new cars.etc


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Thank u

women in advertising 111

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