Progressive Advertising Fueling Women Empowerment

Name of Author : Susan Thomas Chaly

Abstract: Advertising in India mostly validates and glorifies segregated world, where both visuals and copy highlight stereotypical images of women‟s world. Family illnesses, children, neighbours, cooking, sartorial jealousies, etc plays the central focus whereas the world of a man is all about boardroom victories, masculine rivalry for the best-looking female, and an obsession with speed, power and possessions. It is true that ultimately in viewing an advertisement, we react not just to the theme of that particular ad, but also to the complete social package. From objectifying women in cigarette ads in the 80‟s to making parents realise that even daughters can make them „jiyo sar utha ke’, the woman in Indian advertising has come a long way.

Keywords : Advertisements, family obligations, gender sensitisation

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