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By
Vanshali Sanwalka
(Student Mftech-1)
(Department of Fashion Technology)
vanshali.sanwalka@gmail.com
Vanshali Sanwalka(MFT-1)
Introduction:
When we talk of promoting a product in the market, advertising is the first word that
strikes us, and just after that the questions arises as of how to do it. Here the
advertising agencies are the one that come into picture; these people are responsible
for simulating an environment around the product that is supposed to connect itself with
the target audience. These advertisements are showcased everywhere, be it in the
newspapers, or on televisions, in the middle of a soap opera. Seeing the increasing
frequency of these advertisements, these agency people try coming up with ideas that
are appealing to every individual.
The shortcut that they found was to use the combination of beautiful woman and her
association with specific areas of relationship with the society. These relations range
from the time of being born till she dies. The motive is to exaggerate every detail in a
manner that different genre focuses on the targeted audience.
Womens portrayals are erotic and soft focus because soft focus is feminist. Feminist is
aimed at titillating men. Add open up the whole area up the whole area of sex that has
been under wrap since centuries. Add do not corrupt attitude they in fact open up a
women to her sensuality. It is healthy attitude to sex. Majority of woman is house wife.
Add people are yet to waiting for working women culture to come of age, so that in
future they can latch on to this life style. They show existing life style. Beauty appeal in
India build fair and lovely complex. This is cultural compulsion. Complex is bound to
exist when you have fairness of Aryan in north. Talcum powder is used mostly on face
by south Indian
For example, an advertisement selling mens brief is depicted in such a way that women
go crazy about the man wearing them, and starts lusting for him. The advertisement
targets the male audience and gives me a wrong idea of getting women using the briefs.
Vanshali Sanwalka(MFT-1)
Literature Review:
I do not regard advertising as entertainment or an art form, but as a medium of
information.
-David Ogilvy
Ogilvys famous quote emphasizing on the utility of an advertisement seems redundant
whilst considering the current scenario of the advertising industry. Though Ogilvy
contradicted himself by mentioning many other intricacies of the advertising world but
this quote would be the foundation stone of the article that will ensue.
Over the years, a very extensive volume of literature has taken shape on the subject of
advertising. In last four decades, the expansion in literature on the subject has been so
tremendous that advertising has evolved into a separate full-ledged field of study.
People engaged in different disciplines wrote on the subject. Works on advertising,
treating it exclusively as a commercial or management subject started rather recently.
Authors like Neil Borden, Martin Marshall, Boyd and Newman, and Aaker and Myers,
treated the subject essentially as management and marketing tool.
Advertising, it is said is as old as the Christian era. One of the first known methods was
outdoor signs (painted on walls and eye catching). Even signs in the ruins of Rome and
Pompeii have been found by the archaeologists that advertised travelers to go to a
tavern situated in another town. Around 1440s, printing press was invented which was
moveable type of advertising. In the 16th century, some organizations had a trademark
with 2 or 3 dimensional picture or sign. Mail order and pamphlets appeared around
1870s.
During late 19th century, many US firms began to market packaged goods under brand
names. The first product that had brand names was soap. In 1880s, a few brands in
USA came out and they were Ivory, Pears, Kirks American Family and packers. It was
once said, the person who saves money by not advertising is like the man who stops
the clock to save time. Advertising is one of the most important and the most expensive
Vanshali Sanwalka(MFT-1)
Vanshali Sanwalka(MFT-1)
Research Questions:
1) Is the main objective of Indian advertisement to portray women as objects and
materialistic things?
2) Has the focus of Indian ads shifted from selling products to selling faces?
3) Are advertisements reaching height of vulgarity so as to appeal the society?
4) Is targeting a set of consumers by using fit and slim models of their age group an
ethical way of selling them the products?
Objective:
1) To study the status of women in Indian advertisements and to look upon the
perspective of people as to what they think about the portrayal of women as mere
objects to look upon.
2) To analyze the perspective of viewers in terms of the advertisements they see and
what they want to see. And whether they see the quality of the product or just go with
the face selling it.
Research Methodology:
The type of research followed here is both a quantitative and a qualitative research. For
gaining
a better perspective of the scenario an in-depth analysis of several
advertisements have been done, and also to see the real life impact upon the people,
sampling of data obtained from a survey have been added to this research. A
questionnaire was prepared to obtain an optimum amount of relevant information for the
analysis.
A survey based on the questionnaire was conducted among 71 people, 35 males while
the rest women. The majority of surveyed were found to be of age above 25. These set
of people were given a set of questions, both open ended and close ended, and were
Vanshali Sanwalka(MFT-1)
Vanshali Sanwalka(MFT-1)
These advertisements clearly show the stereotypical nature of the advertising agencies
towards women. The industry considers women as an object of appeal to the audience,
not thinking about the outcome that these advertisements directly or indirectly leave an
impact upon the people living in the society. Studies have shown that these
advertisements hit upon the subconscious mind of people so even if a person is not
paying attention to the advertisements, he/she is deliberately to remember it as the
data get stored somewhere in the subconscious mind, making the situation worse.
Vanshali Sanwalka(MFT-1)
Quantitative approach:
Survey research has been conducted, and findings are analyzed based on the data
obtained. The analysis sample consisted of 71 members in total, out of which maximum
respondents were male of age above 25. The data is tabulated on the basis of
responses obtained and based on the questions respondents were fired with.
Considering the response given by people, in case of males, only 10 percent think that
the role of women in advertising is limited while the rest 30 percent disagree on this fact.
On the other hand, females have almost equal opinions about the scope of women in
advertisements.
Vanshali Sanwalka(MFT-1)
1%
20%
Agree to an extent
63%
Totally agree
Disagree
Others
Advertisements have shifted focus from selling products to selling faces.Is it apt?
Yes, using famous actresses as brand ambassadors to products is there, but if it's presented in good way, answer is not much. 1%
depends on the type of products being sold as more the people advertising it are famous more the products opted for. 1%
Never thought about it
Not much
Very Apt
8%
23%
66%
10%
20
28%
28
39%
13%
8%
Here we can easily see with the help of bar graph that there are very less people who
think that the advertisements these days are not vulgar, while most of them agree to the
fact that yes, some of form of vulgarity do exist in the advertising market and people are
selling their products making full use of this concept for marketing.
To what extent are advertisements exploiting the reputation of women by using vulgarity?
12
10
8
Frequency
6
4
2
0
1
1.5
2.5
Female
3.5
4.5
Male
The above graph clearly depicts that almost everyone agreed on the fact that yes,
women are being exposed and shown in advertisements with added vulgarity. Their
reputation is exploited and the respect they should be getting in the society goes
missing. The bell shaped curve depicts that most of the people considers and agree
upon the scenario where they find that most of the advertisements these days show
women as an object to gain pure pleasure.
Vanshali Sanwalka(MFT-1)
20
22
13
7
Regular
Slim model
7
2
Depends upon the add/product
Female Male
This graph clearly depicts the most important question as to what people really want to
see, and whom would they prefer selling products to them. Approximately 59 percent of
the respondents (including both male and female) wanted a regular model or a
neighborhood face to sell them the products, while 28 percent of surveyed, wanted slim
models, with Photoshop face to sell products to them. A very few of them expressed
their view that the modeling criteria depends upon the product being talked about.
Conclusion:
Majority of the advertisements running on media these days are purely focused on
selling products to its users. The worst of products, having neither an ethical value nor
any functional value are sold to customers by making use of pretty faces and sexy
bodies. Gone are the days when the objective of advertisement was to create
awareness about the product and its benefit to the society. Today, major focus is on
selling beautiful faces to customers who die hard to achieve what they see on screen.
The analysis shows that most of the advertisers are making use of women sexuality to
sell off their product in the market. Not only that but they are making use of women as
an object to enhance the beauty of the advertisement. Creating an impact to the user,
not thinking whether the impact is positive or negative, has become the motto of each
and every advertising agency. They come up with ideas that can even make an
auspicious product, mere symbol of love and joy, going totally against the rules of Indian
culture. People who have always been attracted to the American culture, gets highly
influenced by these advertisements and try imitating and following them.
Thus, it can be rightly said, that on one hand, media is talking about enhancing role of
women in todays society but on the other hand, they are completely shattering the soul
Vanshali Sanwalka(MFT-1)
References:
1.http://lottiemac.hubpages.com/hub/Beauty--Women-in-Advertising
2.http://icm.cm.nsysu.edu.tw/teacher/JOC.pdf
3.http://www.iimb.ernet.in/research/sites/default/files/WP%20No.%20446.pdf
4.http://upetd.up.ac.za/thesis/available/etd-07162012111407/unrestricted/dissertation.pdf
5.Semiotic Aanalysis By Berger
6.Beauty...and the Beast of Advertising By Jean Kilbourne
7.Mass Media: The Image, Role, and Social Conditions of Women A collection and
analysis of research materials bY Mieke Ceulemans Guido Fauconnier of the
Department of Communication Science Catholic University of Leuven ,Journal of
Education & Social Policy Vol. 1 No. 1; June 2014 84
8.Busby, L. J., & Leichty, G. (1993). Feminism and advertising in traditional and
nontraditional womens magazines 1950s-1980s. Journalism Quarterly, 7, 247-64.
9.Courtney, A., & Whipple, T. (1983). Sex stereotyping in advertising. Health: Lexington,
MA.
10.Courtney, A., & Lockeretz (1971). A womans place: An analysis of the roles
portrayed by women in magazine advertisements. Journal of Marketing, 8, 92-95.
Vanshali Sanwalka(MFT-1)