Indian advertising has undergone a significant transformation in the past few years and it keeps coming up with new concepts. Portrayal of women in the commercials have also changed, reflecting the transformation that has simultaneously taken place in society. Since the emergence of Electronic media, it has become a very influential medium of reaching out to the audience and advertisements play a huge role in shaping the society in a broader perspective.
When we look at advertisements made today, there is a massive contribution of women and how they are portrayed in them. There is a wide range with some depicting women in age old roles of housewives or homemakers taking care of their families as their main responsibility whereas there are Ads portraying women in their independent and strong form. Some Ads even exist as derogatory and objectifying for women.
Few Ads are worth mentioning that are trying to break dogmas and conventions and are true accolades to the multi- faceted women. For instance, the jewellery brand Tanishq’s commercial on remarriage continues to strike a chord with the consumers. The firm attempted to break taboos around the subject of remarriage.
The Ad shown by Havells portrays ‘Respect for Women’. The commercial shows a man in different situations asking his wife for various jobs like to iron clothes or make some juice and in response the wife is bringing him the appliances and asking him to do the needful. The commercials by ‘Bharat Matrimony’ too, show the changing attitude of men towards working women and leaves a positive impact on the viewers. ‘Jaago Re’ also promotes women with an attitude to go against the so-called ’Masculine Ego’.
Some of the very touching and thought-provoking Ads include that of Vogue Ad featuring Madhuri Dixit where she talks about teaching men not to make women cry instead of telling them not to cry themselves. Another Ad which causes people to rethink is #sharetheload by Ariel where in the Ad it is shown, how a man comes across monetary problems and his wife comes up with a business plan where both of them can earn and then the man is shown helping his wife do a household chore. It is Ads like these which challenge age-old traditions which have been passed along generations mindlessly. These Ads bring about positivity and instil hope in a more egalitarian and just society.
There are numerous Ads out there that create a depreciative and superficial image of women. Ads like ‘Fair and Lovely’ show that only fair women can survive and be successful. Such Ads make women who are not fair feel insecure and less confident. Many deodorant Ads like that of ‘Axe’ and some others, portray women as desperate for men, indirectly showcasing women as superficial individuals. Several other deo Ads like that of ‘Engage Deo’s’ border on the line of vulgarity and obscenity. There is an underwear Ad which depicts a girl desperate to see a man exercising in his briefs. Ads like these, though unflattering, have the power to affect people’s mindsets, desensitize them and even cause them to see women in a negative light.
Advertisements are supposed to reach people with creative and inspirational contents which in turn are going to help people rethink and come out of the box in which their thoughts have been caged for ages in a traditional way. Thus more Ads with portrayal of women as strong, independent individuals should be made rather than promoting the ills which have been there since eternity.
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