PORTRAYAL OF WOMEN IN ADVERTISING

Advertising, though holds a lot of meaning in itself, yet for a common man it is confined to TV commercials, Radio jingles and print ads. But Nevertheless it has become an indispensable part of our daily life. One cannot escape watching or listening to an Ad. Even if we are not looking at or listening to an Ad, then also it is recorded at the back of our minds and is recalled when we are buying or thinking of buying any product. It means that he Ads seriously affect our minds and thus society as a whole. So it becomes the responsibility on the part of the advertisers to always keep in mind the moral aspects and social ethics at the time of making an Advertisement.

Portrayal of women in ad making is a very important matter regarding above mentioned issue. As every coin has two sides, advertising is no exception to this. Portraying women in advertising is acceptable rather necessary when we talk of the ads of house hold commodities, kitchenware, eatables, cosmetics etc. One cannot imagine an ad of a vegetable oil or fairness cream without a women. But should be acceptable only to the extent where it does no harm to the dignity of women. Once it crosses the limits it becomes offensive can have serious effects on the minds of audiences and can effect the society as well. Many examples can be cited of such ads that unnecessarily include women.,Just to add glamorous touch to it even when they are not required.
For example almost in every ad of a male deo or beer one can see a glamorized distorted image of women. Unnecessary exposure of women flesh not only adversely affects the mind but also conveys a bad message to youth and children which in turn can hamper the future of our nation.
Advertisement can be called as the ‘mirror’ that helps shape the reality, it reflects. So it should be such that it does not show a distorted image of reality and mislead audiences. Advertisers should always keep in mind that ads do not portray or do not contain any such visual presentation which affect the standard of decency and dignity of women.

-Priya Shrivastava
Faculty of Mass Communication

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PORTRAYAL OF WOMEN IN ADVERTISING