potrayal of women in ads

Journal of Social Sciences and Humanities:, 2016

Objectification of women in advertisement as a marketing strategy with blend of appealing ingredients is also being utilized in Pakistani media industry like rest of the world. The core object of the study was to examine how Pakistani television advertisement is representing the women in an objectifying manner. In this connection critical discourse analysis in the sphere of qualitative research and content analysis in the domain of quantitative research method were employed to deconstruct the advertisement of Pakistani media in the context of representation of women in Pakistani television advertisements. This research study has been theoretically linked with Objectification theory. The sample comprised of 30 advertisements of which were being televised * Associate Professor, Department of Communication Studies, Bahauddin Zakariya University, Multan, Pakistan ** Research Scholar, Department of Communication Studies, Bahauddin Zakariya University, Multan, Pakistan Journal of Social S...

representations. The primary data has been collected by administering a welldesigned questionnaire. The survey was conducted in the city of Mysore with 100 respondents. Data has been analyzed by using the statistical tools T and ANOVA.

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.

Purakala (UGC Care Journal), 2020

This research study aims to explore and critically evaluate the gender and masculinity in Television Advertisements, and to analyze the representation of women in TV commercials. It addresses the frequency of appearance of men and women and how they are portrayed; besides, by using the framework for analysis and the methodology developed by previous researchers in the field. The research study also indicates the gender-stereotyped content and seeks to represent women's relationships across the mass media in the objective analysis as advertising is part of persuasive communication. The research further provides a wide variety of studies conducted on the inclusion of women in TV advertisements and the pattern of presentation.

2018

Stereotypical gender roles representation has always been an indispensable part of the debate for feminists, gender analysts, researchers, and the public. Many studies are being conducted to scrutinize this phenomenon and, they have shown significant conclusions. Conducting gender stereotypical role analysis is of great relevance as gender differences can affect belief system and can create discrepancies that are large, complex and subtle. To separate fact from fiction, it is crucial to conduct meta-synthesis that may analyze this phenomenon in a broader manner (Iowa State University, 2015). There can be several components that are responsible for the stereotypical portrayal of gender roles. These factors are influencing our day to day perceptions, opinions, and convictions. We are living in a secondhand world, where images and information are being given as we are getting perceptions and convictions from indirect sources. An event, which we have not experienced personally is portrayed by our mental images (Lippmann, 1922). Today, media being an integral part of our lives, is transferring schemas of diverse topics and issues in its own pre-defined demeanor. When we talk about reshaping convictions, attitudes, and values, we cannot rebuff the role of media in large convoluted society. It is impossible for us to get knowledge about prevailing beliefs, attitudes and opinions in a populous social structure so, we have become reliant on mass media. In the context of altering our beliefs and giving away meanings, media contain a vast variety of content, it can be of any type and, every related content has its own consequences. Role of media is good enough, if they may show what is valuable and positive for societal development and well-being of common. According to Weiss (1970), media perform one main functional role as, it helps people to take a social decision by telling them about the climate of opinion, appraisals of people and occurrences and skill related knowledge (p, 4). Media are playing their role by reshaping beliefs, portraying a phenomenon, altering values and perceptions in every society. Therefore, concerns related to duties of media in the large complex system have always been under consideration especially when conflicting

This study examined the portrayal of women in television commercials and documented the stereotypes associated with women in todayís television commercials. Content analysis was chosen as a method of inquiry for this study. Two hundred and twenty six advertisements were recorded from the three chosen networks, ABC, CBS and NBC. No local advertisements or public service announcements were included in the sample. Each advertisement was initially coded for the central figure, whether the central figure was a male or a female. In addition, each central figure in the advertisement was coded for the following categories: 1) age; 2) product use; 3) occupation; 4) voiceover; 5) product representative; 6) stance; and 7) product types. Analysis was performed to determine the extent to which female characters portrayed in these advertisements were subject to stereotypical portrayals. The analysis of the data gathered reveals that portrayals of women in television advertisements in many ways conform to most advertisingís stereotypical portrayals of women (as documented by previous researcher). However, the study provides evidence that the stereotypes associated with women is lessening. The study provides evidence of the emergence of a new trend in some cases toward portraying women and men as equals.

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.

The portrayal of men and women in the television commercials is usually stereotyped. It causes adverse effects on achieving gender equality. The media being the “Fourth Estate” has substantial role to play in promoting gender equality. Our patriarchal society has laid down certain norms specifically on the basis of gender, which forms the gender identities. These gender identities increase manifold when it is portrayed through the media. Repeated portrayal of gender stereotyped messages creates hurdles and widens the gender disparity. Advertisements play a significant role in creating trends and conveying messages and shaping the masses about lifestyle, fashion, behavior, attitudes and help in building opinion. The study has been conducted on 2 Hindi news TV channels using specific codes through constructed sampling for 3 months. Cultivation Theory forms theoretical framework in the analysis. The study reveals the stereotypes reinforced through the selected commercials appearing in Hindi news TV channels during prime time.

International Journal of Multidisciplinary Research and Development, 2015

Issues such as gender stereotyping, devaluation, marginalization, silencing of women perpetuated by television advertisements, the impact of male gaze on the visuals and the audiences are discussed scientifically in this paper. Hence the paper is about the portrayal of women in advertisements in television by looking into various issues of women like gender stereotyping, devaluation and marginalization perpetrated though the constructed depiction of women in the Television advertisements. The purpose of this study is to assess the portrayal of women in advertisements in the television. This paper centers on the current scenario with regard to the perpetuation of stereotypes in images and representation solidifies women’s traditional roles and unequal gender relations in multiple ways in the advertisements of television in terms of male gaze.

Journal of Marketing and Consumer Research, 2016

This research examines the portrayal of women in the national and international advertisements of Pakistani leading magazines “The Mag” to explores that how women are presented in advertisement of print media. Four main categories regarding women portrayal with sub categories were used to apprehend the interpretation of the portrayal of the women by adopting comparative approach towards the national and international advertisements. The content analysis of the advertisements in the leading magazine is conducted to analyze the glamour, seductive smile and wearing short dresses in the advertisement to comprehend the portrayal of the women. Findings suggests that in Pakistani magazines women are used as decoratively through glamour look they are presented with glossy makeup and attractive hairstyle with flashy lights on their face in magazines. Outcomes of the comparative analysis indicates that the national advertisements in the female magazines are presenting women with more seductiv...

ifrnd.org

This study aims to observe the gender role portrayal in food and non-food television advertisement in Pakistan, in order to find out gender discrimination (if any) and association of gender with different content variables. Content analysis of selected TV commercials was used to fulfill the purpose of this study. Services of two independent coders (business graduates) were utilized to code content variables for a sample of 103 commercials (54 food and 49 non-food commercials). Based on the extant literature, seven content variables were selected for this study including: main product user, voiceover, primary character, end comment, soundtrack level, activity level and aggression level. The gender role portrayals in both food and non-food commercials have been compared and discussed. There exists gender discrimination in Pakistani television advertisement, where males dominate more. The reason behind this phenomenon is expected to lie in social and cultural values. This male dominance is higher in food advertisement as compared to non-food advertisement. Results also favor the association of male character with the relatively higher activity and aggression levels in television commercials. The findings of this study are supportive for key players in advertising industry like advertisers and advertising agencies, for self-regulation of their advertising campaigns with respect to gender role. However, more important implication for them is to know about the forces of traditional cultural values and preferences of target audience, for effective planning of the commercials and forecasting their impact. Such knowledge can provide them a better base to assess the need for self-regulation of their advertising campaigns, guiding them towards making more successful commercials. This study reflects the true picture of gender discrimination in Pakistani television advertisement. It has been concluded using a well defined methodology, provides original data for Pakistan and can be considered a good reference for further analysis.

Advertisements use women as "objects" whereas men are promoted as superior, muscular, dominant and as having authority. There are few advertisements which aim at breaking the stereotype, but majority of the men's products mainly promote "manhood". Television being the most popular form of audiovisual media creates an impact on the people. This study highlights the advertisements appearing in Hindi entertainment television channels. Three channels have been studied for four months through constructed sampling to critically analyze the content of the advertisements which promote masculinity and underrate women. The data has been analyzed theoretically and critically using codes.

The objectification of women in the Western media has been extensively studied and is now an established field of feminist scholarship. However, women representation and their objectification in television advertisements have received little attention in Pakistan. Therefore, it is imperative to critically examine representation of women in television advertisements in Pakistan. The key aim of this paper, then, is to examine how television advertisements in Pakistan objectify women and idealize particular images of svelte, thin and soft female bodies as feminine capital. We employ qualitative methodology (critical discourse analysis) to highlight how sexist media construct unattainable or objectified images of feminine beauty. We argue that the image of an ideal woman (as presented in advertisements and other popular textualizations) relegates women to mere objects of desire, leisure, sex, rather than people (human beings) with emotions and feelings. The study concludes with an assertion that the intensification and normalization of physical appearances and body exposure as standards of feminine beauty upon which oe haae to seek thei aaeptaae i ales faatas old is haaaful fo soiett i geeal aad oe in particular.

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.