The Role of Advertising in Portrayal of Women

Naina Jha is a PR Professional, avid learner, travel hog, musical soul who loves to dance & paint and works for the education of slum kids. 

The Role of Advertising in Portrayal of Women

Indian advertising has undergone a significant transformation in past few years. The way women are depicted in advertising has changed, reflecting the transformation that has simultaneously taken place in society. Advertising is one of the major mediums that affects us in our daily lives whether consciously & unconsciously. It plays a significant role in shaping society in a much broader perspective.

Though we say that ads mirror the changes in society, ads also have the power to affect society and cultures and therefore it forms a cycle. When we take a look at advertisements today there present a wide range with some depicting women in the age old roles of housewives or homemakers taking care of their families as their main responsibility. Ads also have begun portraying stronger women in their changing roles in the socio-economic or industrial world as business people and even some at the top of hierarchies. Having said this it is important to also lay stress on the ads that are derogatory to the image of women.

There are a few ads 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 consumers. The firm attempted to break taboos around the subject of remarriage.

Havells ads also portrayed “Respect for Women”. Their commercials show a man in different situations asking his wife to either make juice or iron clothes and in response the wife just gets the appliance and asks 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 viewers.  Jaago Re ads portray strong women who have the guts to rebel against the so- called ‘masculine ego’.

One of the most touching and thought-provoking ads of recent times was the Vogue ad featuring Madhuri Dixit where she talks about teaching men not to make women cry instead of teaching them not to cry themselves. Another such ad that causes everyone to rethink is #ShareTheLoad by Ariel. It is ads like these that challenge age-old traditions and behaviour that have been passed along from generation to generation mindlessly. These ads bring about positivity and instil hope in a more egalitarian and just society.

Few ads like The Raga Women of Today #HerLifeHerChoices want to portray strong women but still leave a lingering thought about whether working women can also lead a happily married life.  The woman replies, “Kaam se time kaha milta hai?” I feel that working independent women too can lead a very good married life. It isn’t necessary for a woman to chose between the two. It isn’t true that a working woman can’t have a successful marriage.

Similarly the Vogue ad featuring Deepika Padukone about “My Choices” couldn’t go beyond a woman’s body. Though powerful enough to instigate a thought, there are some issues and choices more serious that a woman needs to make than just about a one night stand. The advertisers need to be careful while making it; though with good intentions they might not realise the repercussions of certain statements.

These considered, there are numerous ads that create a depreciative and superficial image of women. Ads like Fair & Lovely which portray that if a women is not fair then life is difficult for her and will be criticised for her looks. Such ads might affect the self-confidence of girls who are not fair in complexion. Who are we to comment on somebody’s colour? Isn’t every woman beautiful in her own way, no matter what colour she is?

There are a few deodorant ads which portray women being desperate for men indirectly suggesting that men are attracted only towards those women who use deodorants. Is it really so? Several other deodorant ads like Engage Deos 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 view women in a negative light.

Advertising is said to be a field of creativity. But does creativity mean portraying women in such manner? I truly respect those advertisers who present strong women and portray how they have evolved into empowered humans. And I question the advertisers who present women is a crass manner- do any women in your own family resemble the women being portrayed by you in your ads? If not, where do you draw your inspiration from?

In my opinion, such indecent ads should be banned and more ads depicting women of strength and powerful character should be made.