Women’s Depiction in Advertisements: Gender Bias or Mean Attitude of the Society?
Introduction
How many of you have seen an attractive male model standing alongside cars being advertised in promotional events? Normally, curvaceous women of different nationalities are used for advertising campaigns to sell everything from luxury cars to sports goods. What is disturbing is that women in scant clothing are portrayed by advertisers to sell their products.
It is a fact that if gender bias can only reflect in advertisements it exists within the society of a nation. Gender equity has still been dream of many nations. Women are still being abused and exploited in different parts of the world. One way of doing the same is through negative and stereotypical portrayal of women in print ads and commercials.
Perspective
• There are many examples in Indian advertising agency where women have been used in derogatory and subservient ways to promote a variety of products. Going against the tide, some brave advertisers have endeavoured to give women more respectful roles in commercials and ads by depicting them with respect and sincerity
It is through the evolution of society that sexist advertising will eventually cease to exist, but advertisers can certainly hasten the process by ensuring that their ads do not reflect any gender bias.
Consumerism is a process of alluring investment and promoting economic growth in the country. If irrelevant advertisements depicting women in poor light are used, they will not be able to catch the sight of consumers. Advertisers should remember this if they want their products to sell
Regarded as the gift of god, fair skin is of utmost importance in India as many celebrities participate in demeaning ads which promote unrealistic standards of beauty. Fairness cream ads always portray dark women as being at a huge disadvantage, which is ludicrous and racist. This fact presents the state of mind narrow minded Indian society lives with.
• The most worrisome trend is habit of showing women as being incapable of thinking or acting for themselves. Some ads like TVS Scotty commercials that go against the wave to show women in good light are refreshing change and are being followed by many.
• With society going through so many changes, it is important that ads also reflect reality and changing trend instead of traditional stereotypes. As women today are modern, progressive, independent and intelligent, their true identity should be reflected in ads to bring a change in society.
Conclusion
What is more problematic is that Indian women continue to be looked down upon and as a result be portrayed in negative terms. Today’s outmoded belief systems define the advertising campaigns and commercials. Instead of following the stereotypes, ads should show women in a good light.
It is expected that the change in mindset will set a path for future to be free of all disparities and discrimination against women which will change the face of advertising in India for the better