Portrayal of Women in Advertising

SUBMITTED BY

MADA YOUSAF

SUBMITTED TO

MAM FATIMA SAHAR

DEPARTMENT OF MASS COMMUNICATION

NATIONAL COLLEGE OF BUSINESS ADMINISTRATION

AND ECONOMICS UNIVERSITY
• Introduction
In our caste conscious, superstitious, feudal and intensely
patriarchal society, portrayal of women has always varied from
one stereotype to another such as a girl child being a prospective mother; a woman as
a sex object or an eye catcher; a submissive & hardworking homemaker whose only
aim in life is to serve her husband with mouth watering dishes or making
him proud by providing him with the whitest shirt.
But times have changed and so has the women in advertising.
Women are now no longer confined to four walls of the house;
they are moving out and are also supported by her male family
members. Many contemporary advertisements portray women in a
more positive way i.e. as independent, assertive, enjoying
life and a career woman.

• STEREOTYPES
• Representation of women in advertising has undergone many
changes over the years.
• However, there are some ever-green stereotypes that the Indian
advertising community loves to capture!
• There are predominantly three images in which women are type
casted:

1. Family Image.
2. An image of desire.
3. Today’s woman.

Family Image

• Under this umbrella, there are three type casts:

1. The busy housewife.

http://www.youtube.com/watch?v=mwecLvY5cb0

• Their ultimate aim seems to be to keep a great house - judged by

the whiteness of her husband's shirt, or the quality of household
work, the height of her child, etc . She is the epitome of the self
sacrificing figure.

2. Glorified motherhood.

http://www.youtube.com/watch?v=_0TAHInaWL4
• As shown in the commercial, she represents the “glorified
motherhood” status, taking on everything good or bad for her child,
as it seems the sole motive of her existence.

3. Prospective Bride.

http://www.youtube.com/watch?v=WdSun_UZCZw

• This image upholds the Indian fixation with the being fair. In the
“Pakistans’s” marriage market it’s only the fair and the beautiful that
sells. And if a woman is not fair then she should find ways/means
to become so! (Example: Fair & Lovely ads.)

• The backdrop of these advertisements showcase the traditional

roles of women in the Indian society. They do not question these
roles.

• Desirable Image
• Needless to say, one of the top selling ads are the ones where women
have been portrayed as objects to desire.

• Most of these advertisements have either been censored or banned

for the “sensitive” Indian mentality, but not before achieving
immense popularity and TRPs.

• Some products like: perfumes and deodorants, undertake this type

of advertising. Examples: Axe, Zataak.

http://www.youtube.com/watch?v=FFSy77gL3L0

http://www.youtube.com/watch?v=xkCpX4HUVZg

• These advertisements use the “sex appeal” in advertising

• Today’s Woman
• Lastly, is the today’s woman stereotype.

• These commercials try to represent the working, ambitious, Indian

woman.

• They reflect a shift from the earlier roles played by women in the
society.

• Example: Bournvita’s earlier ads used to portray the “housewife”

 image but now the role has undergone a tremendous change.

http://www.youtube.com/watch?v=OtmU00-UvSQ

• Example: The commercial for Britannia Vita Marie, which shows a

young photographer, spending a long rough day at work and at the
end of the day stresses on taking care of “herself”.

http://www.youtube.com/watch?v=fd2yh66FNdA

Conclusion
Advertisements are more of girls being equal to boys and portray women as
independent and powerful, yet there are advertisements that showcase and reinforce
various stereotypes such as women being tall, slim and fair. Such advertisements not
only affect the self-esteem of women but also influence how men perceive them.