Mass media Advertisement portrayal of women
Name : Urvashi N. Chauhan
Semester : 4
Roll no : 29
Paper : Mass communication and media studies
Email id : urvashichauhan157@gmail.com
Submitted to : Department of English MKBU
Definition
“Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose
of inducting people to buy.” – Wheeler
Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor.”
- Richard Buskirk
History of advertise in India
Anthropologist William Mazzarella divides advertising in post-independence India into four key phases.
The first of these began after Indian independence from Great Britain (1947) and lasted until the early 1960s.
Indian advertising in this period still operated as an outpost of the British Empire. The second phase (early 1960s to 1980s) emerged in large part as a reaction to the first and stressed creativity and an Indian professional identity independent of Great Britain. A third phase (1980s) turned away from creative and innovative advertising and toward creating efficient marketing channels that would have a wide impact throughout the country.
What is Advertisement?
The term, 'advertising' has been derived from the Latin word Adverted which means to drive the attention
towards something. Advertisement is a form of communication used to encourage or persuade an audience to continue and take some new action. Most commonly the desired results is to drive consumer behaviour with respect to a commercial offers get people to buy things.
In a simple word Advertisement means a massages. Advertising In simplest form is the way in which the vendor or manufacturers of a product communication with consumer via different mediums of media.
Advertising involves the preparation of written or oral messages and their dissemination through paid media without personal contacts for their purpose of making people aware of and inclined towards the use of a particular product of that firm or company.
Principle of Ads
- Attract attention, Create interest, Promote action, Develop desire
Type of Advertising
Media Advertising (television),Outdoor advertising, Print advertising, Internet advertising, Cinema advertising, Brand advertising ,Festival Advertising, Informative ads.
The role of Advertising is marketing, communication, economic and social.
In advertisement the woman shown in ads are too often ' only housewives' stupid or depending upon men. And decorative or sex object , not involved in major decisions. That all things are found in old time but nowadays that picture are so different then early period. Situation are changing with passing a time woman played so many role in mass media. If we see old time mostly woman played role in a more traditional role. The problems of female role portrayed in advertisement has many dimensions. Or the which things are work behind the advertisement like Advertiser, Advertising agency, Media, vendors and last and most important target of Audience.
Woman in mass media
information revolution, in its truest technical terms in India, is the latest phenomenon. During the phases of economic liberalization in last one and half decade, the overall scenario of media in India has changed tremendously. The depiction of Women in Indian media, be it films, television serials, news, media, visual advertisement, or modernized traditional media, is indeed an area of great concern for people having interest in social issues.
Portrayal of woman in Advertisement
In resent time Indian Advertisement has witnessed a significant transformation in the manner in how woman are portrayed. We can see that the way of women are describe in Advertisement were changing with times. And we also see reflation and transformation took place in society. Advertising is one of the important media that affect in daily life. The conscious and unconscious way we are responsible to play Significant role in society in a broader perspective. We are notice that today woman are not longer considered behind kitchen walls in society and also in ads and society also think differently.
Which type of advertisement woman played most ?
There are so many ads coming up in different fields about different things such as cosmetic things, based on education or shopping, children related of fashion and sports. Some electronic based ads are mostly perform by woman. We find gender differences in to performing Advertisement.
Nowadays Advertisement paly vital role to show what is mentality of our society. Society reflect through the mass media. We show the Advertisement and poster of the any ads like education purpose so many posters are there mostly in a holding or banner put in girl photo or any fitness or oil ads mainly performed by female figure because people are more attractive to the female rather then male. In our society people think about a perfect woman definition very slim so mainly for that ads advertiser higher a female figure. For a man all are fair but for woman some strategies are required.
The grocery Advertisement or biased on the festival shopping woman are so excited for shopping. Maybe that why mostly leads Role playing by woman. Like a jewellery ads wedding cloth Girls are more conscious then boys so female are choosing for that ads.
In a parent time things are changing sports ads also performed by woman. That type of ads give a awareness in society people are accepted and see a woman with positive things. But some place that are not found like a driving bike and car still we are not find the woman played a lead role in that type of ads. Because people believe that woman are not good in the drive and that role play by man. In Some advertisement people portrayed woman “ Beauty with brain”. But that type of Advertise is a rarely found. Woman showing as a beauty conscious. Not show with only her talent.
Nowadays woman are capable to doing anything as compare to man. Both have equal rights in some point. IN a banking field also used a woman picture in card with a shopping woman wearing a traditional dress. Costume are also played very important role for Advertisement. In a soap ad mostly used a bright colours and young woman. In older time woman make ad on washing powder like Nirma. And now mobile , laptop, education, milk , sports, life insurance, cosmetic products, shopping, fashion, freezer and sweets all ads mostly perform by woman. People easily attract to them. In news channel are also require female characters. She have good communication skills to talked with customers and Audience.
Stereotypes
There are so many Advertisement we see woman played mostly kitchen related add. In that role we can not find by play by men so that type of Advertise based on gender biased. Nowadays time is changing and woman also played office work in Advertise but in ad she goes home at that time advertiser give role to do kitchen work and make lunch. If husband wife both do job in same place then she has do work in both places her husband not do anything at home so we can say that it is a stereotype of woman portrayed. She has to compulsory to do House work for make family even she doesn’t like. People mostly like to see woman in kitchen and household works. Advertising shows man as a superior and woman as inferior. The results show that stereotyping is prevalent in advertising. Stereotyping occurs mainly related to gender’s occupational status, meaning gender equality in advertising is least likely in an area that is the primary concern of gender-relate politics. that advertisements show social stereotypes, which, in turn, reinforce stereotypical values and behaviour in society. Each gender stereotyping component can lead to negative consequences that restrict life opportunities, particularly for women.
Advertising and gender
Gender has an important role to play in modern Advertising . It describes not only the socially constructed disparity between men and women, but also the stereotypes of masculinity and femininity. Since ages men have been regarded as the financial providers of the family; whereas women as the loving wives and caring mothers happily doing household chores; but now these roles are quite modified. Both Feminist movement and Women liberation movement have also played a major role for redefining the long-established gender roles, especially changing the role and status of women in the society.
Now number of women are financially independent. Generally the main attention of the advertisements is on men: their concern, their actions, their accomplishment, their woes, where the significance of the women are marginalized. Thus woman with intellect, self-assurance, independently and productively undertaking the responsibilities and contributing efficiently in society was rarely seen in advertisements. Rather the body and body parts of the women are depicted excessively and unnecessarily in advertisements.
women were mostly shown as sex objects, physically beautiful and subordinate to men, in advertising. They were most often portrayed in home settings and for household products . After the industrialization as women started to work in increasing number, the gender role portrayals in advertisements have changed according to the changing roles of women in society. The image of the ideal woman began to be transformed. Women in advertisements became central characters and were portrayed as working outside the home, in non-traditional, progressive occupation. There is a shift in the portrayal of woman in advertisements from a mere house wife to a career oriented and professional with independent identity and multiple identities, who is a super woman successful in balancing her personal and professional life. In the patriarchal society people naturally prefer woman as a mother, sister and wife.
What is reason behind it?
In the advertisement field advertiser higher a young woman. Because audience like to see a young woman and easily attract to that product so that young woman are required in many ads in a different types of Advertising.
If we shows a makeup biased advertise in that we can say that only woman perform in fairness cream add. Some add like a woman used fairness cream and she got a job because of her skin colour not a biased on her talent. So people like to see woman as a very perfect manner if a men go to office no required any makeup but people like to see woman with a full day makeup required. So it is a gender differences in Advertisement.
The ‘Fair & Lovely’ brand was launched in the Indian market in the year 1975. The very nomenclature of the brand has been indicative of its USP –fair skin and women as its target audience. With the evolution of television advertising the brand’s campaign has also evolved simultaneously. What has however been permanent is the advertising narrative - the key narrative agents and the set of values they hold.
In Advertisement represent by protagonist as a homemaker who gets praise from her friends and relatives and she says after a regular use of fair and lovely which improves her skin tone. The narrative of each of the discussed ads identifies following
common narrative agents -
- The female protagonist, Her abilities and potential. Her rejection is Dark skin as the reason for rejection. The immediate success after the use of the product enhances skin tone and gives fair skin.
The narrative agent or the value they held not change at all ideology level. That Advertisement build a discourse on female objection because someone is evaluated always how she looks. Dark skin as the courses of professional rejection is also repeated in all narratives. While on the one hand it constructs a very racist discourse, on the other hand it marginalizes the dark woman further more in the broader framework of women as the marginalized gender.
Conclusion
So the media continue to reproduce stereotype image of woman. Nowadays we see some difference in advertisement but it very less. Men are portrayal as a intelligent then woman not much require their appearance. Advertisement displayed woman as passive, secondary and unimportant role. They give a space for woman but give more important based on her appearance rather than knowledge. Audience always like to see woman with fair skin makeup. That type of woman are perfect for ads. So still people are not judge woman with her talent but with beauty. Also t shows the power of male dominate society. It reflects the image of women in our society.
Works Cited
Eisend, Martin. "A Meta- Analysis of Gender Roles in Advertising." ResearchGate (2009): 59.
Madhusmita, Das. "Portrayal of women in Indian Televison Advertisements." (2016): 376.
Mishra, DR. Deepanjali. "Portrayal of Woman in Media ." Higher Education and Reserch Society 3.2
(2015). Ruchi, Jaggi. "Women in India T.V.Advertising: The Discourse in the fair and lovely ad Campaign."
ResearchGate 8.2 (2013): 10.
Name : Urvashi N. Chauhan
Semester : 4
Roll no : 29
Paper : Mass communication and media studies
Email id : urvashichauhan157@gmail.com
Submitted to : Department of English MKBU
Definition
“Advertising is any form of paid non-personal presentation of ideas, goods or services for the purpose
of inducting people to buy.” – Wheeler
Advertising is a paid form of non-personal presentation of ideas, goods or services by an identified sponsor.”
- Richard Buskirk
History of advertise in India
Anthropologist William Mazzarella divides advertising in post-independence India into four key phases.
The first of these began after Indian independence from Great Britain (1947) and lasted until the early 1960s.
Indian advertising in this period still operated as an outpost of the British Empire. The second phase (early 1960s to 1980s) emerged in large part as a reaction to the first and stressed creativity and an Indian professional identity independent of Great Britain. A third phase (1980s) turned away from creative and innovative advertising and toward creating efficient marketing channels that would have a wide impact throughout the country.
What is Advertisement?
The term, 'advertising' has been derived from the Latin word Adverted which means to drive the attention
towards something. Advertisement is a form of communication used to encourage or persuade an audience to continue and take some new action. Most commonly the desired results is to drive consumer behaviour with respect to a commercial offers get people to buy things.
In a simple word Advertisement means a massages. Advertising In simplest form is the way in which the vendor or manufacturers of a product communication with consumer via different mediums of media.
Advertising involves the preparation of written or oral messages and their dissemination through paid media without personal contacts for their purpose of making people aware of and inclined towards the use of a particular product of that firm or company.
Principle of Ads
- Attract attention, Create interest, Promote action, Develop desire
Type of Advertising
Media Advertising (television),Outdoor advertising, Print advertising, Internet advertising, Cinema advertising, Brand advertising ,Festival Advertising, Informative ads.
The role of Advertising is marketing, communication, economic and social.
In advertisement the woman shown in ads are too often ' only housewives' stupid or depending upon men. And decorative or sex object , not involved in major decisions. That all things are found in old time but nowadays that picture are so different then early period. Situation are changing with passing a time woman played so many role in mass media. If we see old time mostly woman played role in a more traditional role. The problems of female role portrayed in advertisement has many dimensions. Or the which things are work behind the advertisement like Advertiser, Advertising agency, Media, vendors and last and most important target of Audience.
Woman in mass media
information revolution, in its truest technical terms in India, is the latest phenomenon. During the phases of economic liberalization in last one and half decade, the overall scenario of media in India has changed tremendously. The depiction of Women in Indian media, be it films, television serials, news, media, visual advertisement, or modernized traditional media, is indeed an area of great concern for people having interest in social issues.
Portrayal of woman in Advertisement
In resent time Indian Advertisement has witnessed a significant transformation in the manner in how woman are portrayed. We can see that the way of women are describe in Advertisement were changing with times. And we also see reflation and transformation took place in society. Advertising is one of the important media that affect in daily life. The conscious and unconscious way we are responsible to play Significant role in society in a broader perspective. We are notice that today woman are not longer considered behind kitchen walls in society and also in ads and society also think differently.
Which type of advertisement woman played most ?
There are so many ads coming up in different fields about different things such as cosmetic things, based on education or shopping, children related of fashion and sports. Some electronic based ads are mostly perform by woman. We find gender differences in to performing Advertisement.
Nowadays Advertisement paly vital role to show what is mentality of our society. Society reflect through the mass media. We show the Advertisement and poster of the any ads like education purpose so many posters are there mostly in a holding or banner put in girl photo or any fitness or oil ads mainly performed by female figure because people are more attractive to the female rather then male. In our society people think about a perfect woman definition very slim so mainly for that ads advertiser higher a female figure. For a man all are fair but for woman some strategies are required.
The grocery Advertisement or biased on the festival shopping woman are so excited for shopping. Maybe that why mostly leads Role playing by woman. Like a jewellery ads wedding cloth Girls are more conscious then boys so female are choosing for that ads.
In a parent time things are changing sports ads also performed by woman. That type of ads give a awareness in society people are accepted and see a woman with positive things. But some place that are not found like a driving bike and car still we are not find the woman played a lead role in that type of ads. Because people believe that woman are not good in the drive and that role play by man. In Some advertisement people portrayed woman “ Beauty with brain”. But that type of Advertise is a rarely found. Woman showing as a beauty conscious. Not show with only her talent.
Nowadays woman are capable to doing anything as compare to man. Both have equal rights in some point. IN a banking field also used a woman picture in card with a shopping woman wearing a traditional dress. Costume are also played very important role for Advertisement. In a soap ad mostly used a bright colours and young woman. In older time woman make ad on washing powder like Nirma. And now mobile , laptop, education, milk , sports, life insurance, cosmetic products, shopping, fashion, freezer and sweets all ads mostly perform by woman. People easily attract to them. In news channel are also require female characters. She have good communication skills to talked with customers and Audience.
Stereotypes
There are so many Advertisement we see woman played mostly kitchen related add. In that role we can not find by play by men so that type of Advertise based on gender biased. Nowadays time is changing and woman also played office work in Advertise but in ad she goes home at that time advertiser give role to do kitchen work and make lunch. If husband wife both do job in same place then she has do work in both places her husband not do anything at home so we can say that it is a stereotype of woman portrayed. She has to compulsory to do House work for make family even she doesn’t like. People mostly like to see woman in kitchen and household works. Advertising shows man as a superior and woman as inferior. The results show that stereotyping is prevalent in advertising. Stereotyping occurs mainly related to gender’s occupational status, meaning gender equality in advertising is least likely in an area that is the primary concern of gender-relate politics. that advertisements show social stereotypes, which, in turn, reinforce stereotypical values and behaviour in society. Each gender stereotyping component can lead to negative consequences that restrict life opportunities, particularly for women.
Advertising and gender
Gender has an important role to play in modern Advertising . It describes not only the socially constructed disparity between men and women, but also the stereotypes of masculinity and femininity. Since ages men have been regarded as the financial providers of the family; whereas women as the loving wives and caring mothers happily doing household chores; but now these roles are quite modified. Both Feminist movement and Women liberation movement have also played a major role for redefining the long-established gender roles, especially changing the role and status of women in the society.
Now number of women are financially independent. Generally the main attention of the advertisements is on men: their concern, their actions, their accomplishment, their woes, where the significance of the women are marginalized. Thus woman with intellect, self-assurance, independently and productively undertaking the responsibilities and contributing efficiently in society was rarely seen in advertisements. Rather the body and body parts of the women are depicted excessively and unnecessarily in advertisements.
women were mostly shown as sex objects, physically beautiful and subordinate to men, in advertising. They were most often portrayed in home settings and for household products . After the industrialization as women started to work in increasing number, the gender role portrayals in advertisements have changed according to the changing roles of women in society. The image of the ideal woman began to be transformed. Women in advertisements became central characters and were portrayed as working outside the home, in non-traditional, progressive occupation. There is a shift in the portrayal of woman in advertisements from a mere house wife to a career oriented and professional with independent identity and multiple identities, who is a super woman successful in balancing her personal and professional life. In the patriarchal society people naturally prefer woman as a mother, sister and wife.
What is reason behind it?
In the advertisement field advertiser higher a young woman. Because audience like to see a young woman and easily attract to that product so that young woman are required in many ads in a different types of Advertising.
If we shows a makeup biased advertise in that we can say that only woman perform in fairness cream add. Some add like a woman used fairness cream and she got a job because of her skin colour not a biased on her talent. So people like to see woman as a very perfect manner if a men go to office no required any makeup but people like to see woman with a full day makeup required. So it is a gender differences in Advertisement.
The ‘Fair & Lovely’ brand was launched in the Indian market in the year 1975. The very nomenclature of the brand has been indicative of its USP –fair skin and women as its target audience. With the evolution of television advertising the brand’s campaign has also evolved simultaneously. What has however been permanent is the advertising narrative - the key narrative agents and the set of values they hold.
In Advertisement represent by protagonist as a homemaker who gets praise from her friends and relatives and she says after a regular use of fair and lovely which improves her skin tone. The narrative of each of the discussed ads identifies following
common narrative agents -
- The female protagonist, Her abilities and potential. Her rejection is Dark skin as the reason for rejection. The immediate success after the use of the product enhances skin tone and gives fair skin.
The narrative agent or the value they held not change at all ideology level. That Advertisement build a discourse on female objection because someone is evaluated always how she looks. Dark skin as the courses of professional rejection is also repeated in all narratives. While on the one hand it constructs a very racist discourse, on the other hand it marginalizes the dark woman further more in the broader framework of women as the marginalized gender.
Conclusion
So the media continue to reproduce stereotype image of woman. Nowadays we see some difference in advertisement but it very less. Men are portrayal as a intelligent then woman not much require their appearance. Advertisement displayed woman as passive, secondary and unimportant role. They give a space for woman but give more important based on her appearance rather than knowledge. Audience always like to see woman with fair skin makeup. That type of woman are perfect for ads. So still people are not judge woman with her talent but with beauty. Also t shows the power of male dominate society. It reflects the image of women in our society.
Works Cited
Eisend, Martin. "A Meta- Analysis of Gender Roles in Advertising." ResearchGate (2009): 59.
Madhusmita, Das. "Portrayal of women in Indian Televison Advertisements." (2016): 376.
Mishra, DR. Deepanjali. "Portrayal of Woman in Media ." Higher Education and Reserch Society 3.2
(2015). Ruchi, Jaggi. "Women in India T.V.Advertising: The Discourse in the fair and lovely ad Campaign."
ResearchGate 8.2 (2013): 10.
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