STUDY ON PORTRAYAL OF WOMEN IN ADS DEFYING STEREOTYPES

DR C. M. Vinaya Kumar, Ms. Shruti Mehrotra

Abstract


Advertisements have played important role in promoting stereotypes alongside products and services. But in changing times, there are brands which are coming up with new ways to boost their sales by defying these stereotypes. Thus, it comes as quite an inspirational change when you get to see women’s role being shared by the men on screen, or for that matter, audiences are   being forced to look at the women’s role in a completely novel way. The TV commercials are not only informing the audience about the products, but are also educating the audience about changing dynamics of new societal change. The present study aims to analyse  Indian advertisements coming up with  relevant issues and showing them in a new light such as gender equality, discrimination at workplace, dowry, independent  and of course, the age old tradition of seeing women doing household chores. The study will be significant in exploring how contemporary advertisements are making efforts to defy stereotypes and focus on gender equality based portrayal of women.

Keywords


Advertising, stereotypes, gender equality, commercials, women empowerment

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