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Women and Advertisement
Women and Advertisement
Women, in the old times, were used in advertisements to portray delicacy and
tenderness. Even in the movies, they were portrayed to be delicate and very soft by
heart so they were basically included in the advertisement of brands of washing
powders, talcum powders etc.
For example, Nirma, a famous Indian brand of washing powder, has been including
only women in their advertisements since its advent, as in India an ideal women is
considered to do all household work, including washing clothes.
With time, home-makers i.e. women started being included in the advertisement of
the brands of household appliances, utensils, feminine talcum powders etc. Hawkins,
the brand of Indian pressure cooker has been portraying women as a mother as well
as a wife in its commercials. As the food cooked by a mother is considered to be the
tastiest food in Indian society (arguably for the love and care put in), and when the
mother is unable to do so, the wife gets into the role.
Today, women are not just a symbol of delicacy and tenderness; they portray
sensuous as well as strong roles on the television. Women are also used to increase
glamour in the advertisements.
Next, women are also seen in the ads of scooties and cars, sometimes to increase the
glamour and sometimes to portray girl-power.
Pleasure, an Indian scooty brand has its tagline as ‘Why should boys have all the fun!’
Here women are used to show that they are no less than men. Upon the dawn of
enlightenment, women have come to play strong roles in advertisements