Domestication of Women in Dettol Soap Commercials

Journal of Media & Social Development, 2014

In India, the majority of the people have a disposition to think that Mass media in any form may reflect the society. Advertising is possibly one of the most important and influential products of media. Ads are characterized by their persuasive nature specially TV commercials, which are regarded as the most effective mass market advertising format. Advertising acts as a critical agent of socialization in modern developed societies and is employed as a means to keep up certain social structures. Male oriented consumer goods such as shaving cream, men's deodorant and perfumes have women in them just to raise the charm of those advertisements to the viewing audience. Many times these models are scantily dressed and used to seduce men in buying a product. Furthermore, there is an inclination to show women as secondary to men, as decorative objects or as alluring sex objects. The aim of this study is to explore how the female models are portrayed in Masculine Product commercials with reference to television advertisements. The findings point out that female models are most often misrepresented and they are needless and unnecessarily portrayed in these commercials.

Today everyone needs to advertise their products to inform the customers about the product, increase the sales, acquire market share, and attain top position in their respective industry. Every business spends lot of money for advertising their products but the money spent will lead to success only when the best techniques of advertising are used for the product. In recent years, advertising has witnessed a significant transformation in attracting customer to buy/use their products/services. The need for advertisements has risen to great levels in print and visual media. One among the transformation is the way women are depicted in advertising, with changing times, reflecting the transformation taking place in society. Advertising is one of the major media that affect our daily life consciously and unconsciously and are responsible to play a significant role in shaping the society in a much broader perspective. Women today are no longer consolidated behind kitchen walls. Their aspiration for stepping out in the world made society to think differently. Marketer wisely utilized this transformation process to launch their product and advertisement strategically. This paper is a part of research work and the report will seek to define the portrayal of women in advertisements and its effect on cultural values. Survey research method is used for the analysis on the basis of gender and age. The literature review indicates that the women are portrayed mainly as an object of attraction. The results argue that the portrayal in advertising is changing the concept of respect about women, spreading uncultured values and also indicate women's physical beauty as an instrument to induce the products demands.

, http://www.euroasiapub.org (An open access scholarly, peer-reviewed, interdisciplinary, monthly, and fully refereed journals.) Abstract In this era of globalization, advertisers have been finding various ways of presenting the females in advertisements, to entice the buyers, which even seem to be working in their favour. But advertising as currently practiced, is a form of communication intended to promote the sale of a product or a service, to influence general public opinion. But when we talk about the way a woman is portrayed in the advertisements, then the opinion differs. There are various advertisements which present the female as a symbol of love, care, motherhood, gentleness, elegant, and all the femininity, whereas on the other hand there are certain advertisements which portray women as sex object or dutiful wives of their husbands. And the reason behind this differentiation is that the companies feel that this strategy will help to make their product popular. When we talk about today's advertisement world, there aren't many ads which somehow don't depict the females as either a young attractive woman or simply a housewife who is busy in doing the household work. They only understand women as a decorative element, an attractive figure or a housewife. In this paper, effort has been made to search the current image of women and challenges faced by them in advertising media. The paper envisages the need of a complete revolution in the way a woman is portrayed in advertisements nowadays., http://www.euroasiapub.org (An open access scholarly, peer-reviewed, interdisciplinary, monthly, and fully refereed journal)

The status of women undergoing change in educated societies, more than feminism, advertisements promote concept of women in a media age. The power of commercial advertisements not only influence younger generation, but also evens the gender role education. The advertisement factor more than diffusing attitude, invariably contributes in transforming social and economic fabrics of traditional societies. Besides biological, even cultural status and role defines the concept of women in society. Moreover, changing concept of women has a role to play in social and economic development. This paper aims at analyzing how advertisements contribute to changing concept of women and how that influence socioeconomic prospects developing societies. The secondary research methods glean into research papers and Meta-analyze the subject to understand the strategy of advertisements to reinforce the gender empowerment. As noted by American writer John gray, Men are motivated and empowered when they feel needed. Women are motivated and empowered when they feel cherished.

Masyarakat, Kebudayaan dan Politik

The persuasive strategies in advertising often use gender-biased signs or languages, which represent women’s subordination and domestication. On the other hand, the construction and development of individual gender concepts begin in childhood through the parents, peer groups, schools and mass media socialisation, including advertisements. Thus, how women, who act as wives and mothers, view and respond to female domestication will influence how they socialise gender concepts towards their children. This study examines how the mother of the student at Laboratory Primary School, Malang, view and address the representation of female domestication advertisements in Nova and Nyata tabloids. This qualitative research was conducted in Malang City and using self-researcher as the primary research instrument. Data was collected through Focus Group Discussion (FGD) and interview; then the data were analysed by qualitative analysis method of Miles & Huberman. This study found that the subjects...

Women have always attained the status of Second Class citizens in our country. Mass Media is the Fourth Estate and has tremendous role to educate and diminish the existing stereotypes, which is existing in the society to a greater extent. Advertisements are termed as persuasive by nature for its tremendous power in pulling people and altering the tastes. Television Commercials across all channels depict a biased picture of women wherein they are engrossed in the kitchen, enslaved by men or absorbed in beautifying themselves. The primetime commercials are accused of portraying the ‘male-power’ or ‘masculinity’ by demeaning the women and reducing them to sex objects. This study has emphasized on analyzing the content of the TV Commercials in major Hindi Channels for a period of 4 months- September to December 2015. The viewing dates and time have been selected on the basis of structured sampling. The results have shown that majority of the food products and cosmetics/beauty products laid stress on the traditional/dominated role of women or portrayed women as glam dolls. Keywords: Television Commercials, Stereotype, Beauty, Traditional, Content analysis, Women.

Advertisement is one of the major media that affect our daily life consciously and unconsciously. It is also responsible to play a significant role in shaping the society in a much broader perspective. There is a lot of dispute on the issue that whether advertisements depict what is prevalent in the society or the society embraces in itself what is portrayed in the advertisements and other media. Over the last few decades, there has been a great socio-cultural change in the society especially in the context of role and position of women in the society. There are increasing numbers of women pursuing careers of their choice, changing role in the family structure, negative attitude towards sex-role stereotypes etc. But has the representation of women in advertisements changed over a period of time? Or does it still confirm to some traditional notions about women and their role in the society? Such stereotypes projected about women go a long way in deciding what the society thinks about women and how the society treats women in the long run. The present paper is an attempt to study the different projections of women roles in various print and audio-video advertisements in India and how does it define the social acceptance of women in the society and the treatment they are met with.

2013

Saudi Journal of Humanities and Social Sciences

Commercial advertisements play a significant role to introduce or define a product, its quality and its uniqueness to a purchaser. The roles of advertisers are thus very crucial in the modern day cut throat competition. The present study has examined how advertisements have depicted women in popular commercials from different points of view. It is found from the study that women have been projected as mothers, sisters and friends as per the situational demand. In case of older women, nurture and care are depicted and it is shown how they play a pivotal role in their families and thereby maintain social balance. In case of middle-aged women, their love and care for their children remain the central point of focus; whereas in the case of young women, their charm and relationships are the point of focus. However, some advertisements focus on erotic side and depict women in such a manner which hurts the culture and balance of the society.