Portrayal of Women in Indian Advertising

“Indian advertising has witnessed a significant transformation in the manner women are portrayed. Many contemporary advertisements portray women in a more positive way as independent, assertive, enjoying Life and a Career woman.” This was stated by the noted advertising professional Mr. Raj Kumar Jha, during an interaction held at Apeejay Institute of Mass Communication to mark International Women’s Day.

He shared his views on ‘Portrayal of Women in Indian Advertisements’. Illustrating his talk with the screening of advertisements, he further said that the advertisements have grown with the society. He began with the Lux ad which showed celebrities of its times and moved on to the “Surf” ad of Lalitaji where she was being shown as a wise and prefect house maker. Then as the society became more open, Liril ad of a bathing woman was shown. The “Washing powder Nirma” ad portrays women as independent and geared up to take any challenge. On the other side “Bournvita” ad portrays women as a perfect mother, who cares about her son/daughter and prepares him/her for any competition. In “Visa debit” ad, a woman, who at first has been portrayed as a housewife takes the charge of the society.

Mr. Jha, National Creative Head, Ogilvy and Mather advertising agency also remarked that Advertisers pick from the society and show people what they want. They exaggerate the reality only to an extent that people are able to relate to.

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