Advertising And The New Ageth Woman
Advertisements are a part of the society and effects are daily life subconsciously and consciously. Advertising has been one area of the many, where the male dominance has clearly ruled the roost till a decade ago. Today, women constitute a major proportion in advertising and related areas because they are important targets as audiences and consumers. Also, with the growing purchasing power, they are the major influencers in the purchasing decision process. Innumerable women have been a part of the advertising industry and have played various stereotyped roles including a girl child, prospective mother, a homemaker, a career woman and one who avers sensuousness and enhance the appeal of the advertisement. Advertisements too have transformed from the ones showcasing a woman as tradition bound homemakers to the ones those have created ripples in the dogmatic orientation of the traditionalists and blended traditionalism and modernity.
The traditional role of woman playing a coy, demure housewife has swapped places with the modern day working woman who plays multifaceted roles and emerges as one belonging to the powerful influence group. Advertisements affect and are affected by social values. The changing face of the new age woman is well reflected in advertisements which are one of the significant tools to reflect the change in the socio cultural and educational values of the society. The variations at the cultural, social and educational fronts have brought a change in the structures and the patriarch mindset that long towered the society. For example, an advertisement in a fortnightly magazine posts a middle aged woman dressed in a bridal outfit with another lady. It reveals the woman getting remarried. The advertisement gives a social message and an insight into the changing values and beliefs. Several daughter-mother duos reflect the growing power of woman in the world where the role of men is subsidized or equal to negligible. There is another advertisement by the Idea Cellular Limited that shows a young college girl exhibiting the power of democracy. The idea shows the connectivity and networking at cut-rate prices and also the empowered modern woman. There is an advertising angle as well as a social angle to it.
The rigger of the advertisement is of great importance and is pivoted around the message that it carries. Modern advertisements attempt to bring a more realistic picture of the woman. The liberated woman is economically independent, evolved and controlling her life. The career orientation seems to be reflected in one such ad where the woman uses the talc stepping out of the house and beyond as compared to formerly where she used the talc as she came out of the shower. Another advertisement that reflects an empowered woman of today is the YoSmart Bike one. The Electrotherm Company’s division Indus launched the bike Yo Smart Bike that attempts to make the woman independent. This is just one of the advertisements that bring out the career orientation of the woman to light.
Women now are being unconventionally and independently being targeted at as being both consumers and the most influenced group as audiences. These advertisements help answer the gender representation in media. Also, it cuts across transnational borders by importing multi cultural attitudes. A research brings out the differences in the portrayals of women culturally. For example, Asian advertisements including Korean, Japanese, Indian advertisements are more inclined towards bringing out the woman role (protagonists) as neutral than a negative, a sexual object or a stereotyped dependent which is often reflected in British and western countries’ advertisements. The Western countries opt for showing women at juxtaposed positions at two extreme ends. Woman modeling for health drinks, painkillers, two wheelers, mobile phones reflect a neutral role. In British Magazine ads, there is an increasing use of family and couple being a part of the ads where fast moving consumer goods are concerned or where durables like washing machines, dishwashers, refrigerators, television, micro wave ovens are concerned. But Indian ads though accept women playing neutral roles; the unconventional roles are not widely embraced. The career oriented and figurehead roles are yet to be accepted as most of them belong to old school of thought where position of woman is best suited inside the four walls of the house. This has been posited strongly in the various studies conducted by researchers. However, it suggests that women image in advertising is no longer a fad and is here to stay.
Indian culture is in a state of constant flux. Sportswoman like Sania Mirza is as often seen and accepted in a sports ad as a Sachin Tendulkar or an iconic athletic would be seen. This is a reflection and acceptance of woman in the society playing one of the many roles and a changed mindset culturally. Women are playing a prominent role in this ad-mad world. Women who have been an epitome of both beauty and intelligence have found a place for themselves in advertising world. This phenomenon is manifested in beauty contests too. Sushmita Sen, in 1994, when won the Miss Universe Pageant was praised on both the parameters. Yet women are to find an essential place for themselves in advertisements that depict masculine roles such as in industries of cement, steel, construction etc where they are often sidelined.
Gender roles have long been stereotyped with the male having prerogative when compared with the fairer sex. Role reversal has taken place in gender representation in advertisements. There has been a change in the gender equations. For example, Amitabh Bachchan has been signed by the diamond giant, D’ Damas to endorse their range of solitaires which till now was considered the Woman’s Best Friend. Gendered advertising or customized advertising have entered the advertising field where what is appealing to women has been identified and capitalized on. For example, the advertisement of Axe Effect or the Denim Man advertisement or shaving creams reveals the same. These advertisements and like bring out the fantasies of the woman and therefore become desirable for men. Because most of the time, it’s the woman who purchases toiletries for their partners, therefore these advertisements ingeniously centre around what appeals the woman.
It stands true that a sea change has occurred in the last three decades and egalitarianism exists where men and women are now treated as equal. ‘The Girls, Women plus Media’ is one such project that attempts to educate; create awareness among citizens with issues related to consumer rights and universal media. It also creates awareness of how Xen Yers, the women workforce affect and are affected by pop culture, media and issues related to employment and rights.
But there is more to what appears to the naked eye. Man and woman are the two blessed creations of god. It is often reinstated in religious texts and otherwise that one can see the image of god in his creations. Therefore, it is imperative to honor, praise and respect them and put them in higher pedestal. One way to respect its creation is to embrace our bodies in a respectful way. There is nothing wrong in using
women in advertising but what has to be kept in mind is that god has blessed us with women for the purpose of fostering life. They are one who gives life through birth. They symbolize sacrifice, love and intelligence. It is expected that immoral ways may not be used to present the form that we are gifted with. Women bodies are more often than not, are considered more attractive and provocative to entice the counterpart.
In this marketing world, a different approach is being followed in presenting women. Advertisers are focusing more on their bodies than on the grey matter they have. The idea of exhibiting woman in various ads still ascribes to bringing out the sexuality sometimes overtly and sometimes with ulterior base. Sometimes she is sidetracked with only playing a decorative role in the advertisements. The rationale behind these ads don’t focus on the features of the product, rather they try to build brand awareness resting on the sexual appeal of the model. These are some drawbacks of advertisements in which the advertiser showcases female models to promote men’s product. They are being used to promote lust and to earn money. You can find girls having awesome figures promoting each and every product be it a beauty cream ,men’s shaving cream or even men’s undergarments (the Amul Macho ad…yeh to bada toing hai). Why is it so? Why the advertisers are using women to promote products meant for men? The answer is simple. In order to improve the effectiveness of the advertisement, they are using her sexuality to unravel men, to attract their senses so that they are tempted to spend money. It gives an impression that they cannot arouse interest in the target customers to purchase the product by resting on the features of the product that’s why they are using female models in an erotic way to promote the product. Also, these ads suffer from figure ground reversal problem. The figure of the ad (the product) becomes the ground (the model) and vice-versa. So the essence of the advertisement is lost. In a particular after-shave lotion commercial, the background voice says that its essential to learn martial arts because once a man applies the company’s product, women around are attracted and give him a run for his life. In fear of that he may be grabbed at the male model kicks innumerable women that seem to have enticed. This unquestioningly puts the stature of the woman at stake. It means that women are projected as mere objects and are being refuted to be treated as human beings. Therefore, the companies have to understand that they have a moral responsibility towards the society. These commercials have an unconstructive impact on the society and it presents a misleading image of women.
The grimmer picture to advertising comes to the forefront. There have been advertisements which have called for public outcry because of reasons like not being socially responsible. There had been uproar from various segments of the society when skin lightening issues came to the forefront of HLL’s advertisement of Fair and Lovely with the underlying theme that “Fair girls get better jobs or better boys”. It had to be discontinued with growing criticism by the All India Democratic Women’s Association. To do away with its tarnished reputation, HLL not only provided resources in education and business to empower women but also sponsored career fairs in over 20 cities.
The future holds numerous challenges and the old problems that require attention and energy.
Media plays a seminal direct or indirect role in bringing awareness and educating consumers through public advertising. Not only mutual respect and equality, but also financial judgments, consumerism, voice against domestic abuse and violence etc. need to be addressed. Media in print and electronic media form is a powerful channel of communicating. It needs to be articulated properly of whether the stature of the woman should be portrayed on sexuality or the intellectual capacity that she owns.
By: Ms. Bani Kochar, Dr. Manish Kumar Srivastava
About the Author:
The traditional role of woman playing a coy, demure housewife has swapped places with the modern day working woman who plays multifaceted roles and emerges as one belonging to the powerful influence group. Advertisements affect and are affected by social values. The changing face of the new age woman is well reflected in advertisements which are one of the significant tools to reflect the change in the socio cultural and educational values of the society. The variations at the cultural, social and educational fronts have brought a change in the structures and the patriarch mindset that long towered the society. For example, an advertisement in a fortnightly magazine posts a middle aged woman dressed in a bridal outfit with another lady. It reveals the woman getting remarried. The advertisement gives a social message and an insight into the changing values and beliefs. Several daughter-mother duos reflect the growing power of woman in the world where the role of men is subsidized or equal to negligible. There is another advertisement by the Idea Cellular Limited that shows a young college girl exhibiting the power of democracy. The idea shows the connectivity and networking at cut-rate prices and also the empowered modern woman. There is an advertising angle as well as a social angle to it.
The rigger of the advertisement is of great importance and is pivoted around the message that it carries. Modern advertisements attempt to bring a more realistic picture of the woman. The liberated woman is economically independent, evolved and controlling her life. The career orientation seems to be reflected in one such ad where the woman uses the talc stepping out of the house and beyond as compared to formerly where she used the talc as she came out of the shower. Another advertisement that reflects an empowered woman of today is the YoSmart Bike one. The Electrotherm Company’s division Indus launched the bike Yo Smart Bike that attempts to make the woman independent. This is just one of the advertisements that bring out the career orientation of the woman to light.
Women now are being unconventionally and independently being targeted at as being both consumers and the most influenced group as audiences. These advertisements help answer the gender representation in media. Also, it cuts across transnational borders by importing multi cultural attitudes. A research brings out the differences in the portrayals of women culturally. For example, Asian advertisements including Korean, Japanese, Indian advertisements are more inclined towards bringing out the woman role (protagonists) as neutral than a negative, a sexual object or a stereotyped dependent which is often reflected in British and western countries’ advertisements. The Western countries opt for showing women at juxtaposed positions at two extreme ends. Woman modeling for health drinks, painkillers, two wheelers, mobile phones reflect a neutral role. In British Magazine ads, there is an increasing use of family and couple being a part of the ads where fast moving consumer goods are concerned or where durables like washing machines, dishwashers, refrigerators, television, micro wave ovens are concerned. But Indian ads though accept women playing neutral roles; the unconventional roles are not widely embraced. The career oriented and figurehead roles are yet to be accepted as most of them belong to old school of thought where position of woman is best suited inside the four walls of the house. This has been posited strongly in the various studies conducted by researchers. However, it suggests that women image in advertising is no longer a fad and is here to stay.
Indian culture is in a state of constant flux. Sportswoman like Sania Mirza is as often seen and accepted in a sports ad as a Sachin Tendulkar or an iconic athletic would be seen. This is a reflection and acceptance of woman in the society playing one of the many roles and a changed mindset culturally. Women are playing a prominent role in this ad-mad world. Women who have been an epitome of both beauty and intelligence have found a place for themselves in advertising world. This phenomenon is manifested in beauty contests too. Sushmita Sen, in 1994, when won the Miss Universe Pageant was praised on both the parameters. Yet women are to find an essential place for themselves in advertisements that depict masculine roles such as in industries of cement, steel, construction etc where they are often sidelined.
Gender roles have long been stereotyped with the male having prerogative when compared with the fairer sex. Role reversal has taken place in gender representation in advertisements. There has been a change in the gender equations. For example, Amitabh Bachchan has been signed by the diamond giant, D’ Damas to endorse their range of solitaires which till now was considered the Woman’s Best Friend. Gendered advertising or customized advertising have entered the advertising field where what is appealing to women has been identified and capitalized on. For example, the advertisement of Axe Effect or the Denim Man advertisement or shaving creams reveals the same. These advertisements and like bring out the fantasies of the woman and therefore become desirable for men. Because most of the time, it’s the woman who purchases toiletries for their partners, therefore these advertisements ingeniously centre around what appeals the woman.
It stands true that a sea change has occurred in the last three decades and egalitarianism exists where men and women are now treated as equal. ‘The Girls, Women plus Media’ is one such project that attempts to educate; create awareness among citizens with issues related to consumer rights and universal media. It also creates awareness of how Xen Yers, the women workforce affect and are affected by pop culture, media and issues related to employment and rights.
But there is more to what appears to the naked eye. Man and woman are the two blessed creations of god. It is often reinstated in religious texts and otherwise that one can see the image of god in his creations. Therefore, it is imperative to honor, praise and respect them and put them in higher pedestal. One way to respect its creation is to embrace our bodies in a respectful way. There is nothing wrong in using
women in advertising but what has to be kept in mind is that god has blessed us with women for the purpose of fostering life. They are one who gives life through birth. They symbolize sacrifice, love and intelligence. It is expected that immoral ways may not be used to present the form that we are gifted with. Women bodies are more often than not, are considered more attractive and provocative to entice the counterpart.
In this marketing world, a different approach is being followed in presenting women. Advertisers are focusing more on their bodies than on the grey matter they have. The idea of exhibiting woman in various ads still ascribes to bringing out the sexuality sometimes overtly and sometimes with ulterior base. Sometimes she is sidetracked with only playing a decorative role in the advertisements. The rationale behind these ads don’t focus on the features of the product, rather they try to build brand awareness resting on the sexual appeal of the model. These are some drawbacks of advertisements in which the advertiser showcases female models to promote men’s product. They are being used to promote lust and to earn money. You can find girls having awesome figures promoting each and every product be it a beauty cream ,men’s shaving cream or even men’s undergarments (the Amul Macho ad…yeh to bada toing hai). Why is it so? Why the advertisers are using women to promote products meant for men? The answer is simple. In order to improve the effectiveness of the advertisement, they are using her sexuality to unravel men, to attract their senses so that they are tempted to spend money. It gives an impression that they cannot arouse interest in the target customers to purchase the product by resting on the features of the product that’s why they are using female models in an erotic way to promote the product. Also, these ads suffer from figure ground reversal problem. The figure of the ad (the product) becomes the ground (the model) and vice-versa. So the essence of the advertisement is lost. In a particular after-shave lotion commercial, the background voice says that its essential to learn martial arts because once a man applies the company’s product, women around are attracted and give him a run for his life. In fear of that he may be grabbed at the male model kicks innumerable women that seem to have enticed. This unquestioningly puts the stature of the woman at stake. It means that women are projected as mere objects and are being refuted to be treated as human beings. Therefore, the companies have to understand that they have a moral responsibility towards the society. These commercials have an unconstructive impact on the society and it presents a misleading image of women.
The grimmer picture to advertising comes to the forefront. There have been advertisements which have called for public outcry because of reasons like not being socially responsible. There had been uproar from various segments of the society when skin lightening issues came to the forefront of HLL’s advertisement of Fair and Lovely with the underlying theme that “Fair girls get better jobs or better boys”. It had to be discontinued with growing criticism by the All India Democratic Women’s Association. To do away with its tarnished reputation, HLL not only provided resources in education and business to empower women but also sponsored career fairs in over 20 cities.
The future holds numerous challenges and the old problems that require attention and energy.
Media plays a seminal direct or indirect role in bringing awareness and educating consumers through public advertising. Not only mutual respect and equality, but also financial judgments, consumerism, voice against domestic abuse and violence etc. need to be addressed. Media in print and electronic media form is a powerful channel of communicating. It needs to be articulated properly of whether the stature of the woman should be portrayed on sexuality or the intellectual capacity that she owns.
By: Ms. Bani Kochar, Dr. Manish Kumar Srivastava
About the Author:
The author is a Research Associate at ICFAI Business School, Dehradun. She can be reached at banikochar83@yahoo.co.in
The co-author is a Faculty Member at ICFAI Business School, Dehradun. He can be reached at srivastavamanishkumar11@gmail.com
