Journal of Management Research and Analysis
Official Publication of Innovative Education and Scientific Research Foundation
Official Publication of Innovative Education and Scientific Research Foundation
Print ISSN: 2394-2762
Online ISSN: 2394-2770
CODEN : JMRABX
Journal of Management Research and Analysis (JMRA) open access, peer-reviewed quarterly journal publishing since 2014 and is published under auspices of the Innovative Education and Scientific Research Foundation (IESRF), aim to uplift researchers, scholars, academicians, and professionals in all academic and scientific disciplines. IESRF is dedicated to the transfer of technology and research by publishing scientific journals, research content, providing professional’s membership, and conducting conferences, seminars, and award programs. With more...Original Article
Author Details :
Volume : 5, Issue : 4, Year : 2018
Article Page : 431-435
https://doi.org/10.18231/2394-2770.2018.0070
Abstract
Women have been portrayed with erotic images and are being used as sexual elements by the advertisers at present, consequently having bad effects on the youth. As far as women empowerment in advertisements is concerned, they are portrayed as obverse to the same, completely degrading their image. On the contrary much of the advertisements highlight men with multiple powers and depict a very rosy picture of them. Explicit media is much to blame instead fasting a firm’s belief of women’s perception of themselves in eyes of men as also for themselves. Advertisement- being a mirror of society goes on to overemphasized on negative aspects of beauty and sexuality as being profit yielding basis. People in general adopt whatever is being shown and hence leaves a marked impression of disrespect to women hood. In this growing age of media communication, it is very painful thing to see women being portrayed as an epitome of sacrifice and exhibiting stereotype role in their lives. Despite the growth in professional roles by women, their picture is depicted as being a subordinate and submissive in much of the advertisements. In the present study, theoretical framework is being worked on and contents of few advertisements have been critically analysed to see the better picture of advertisements in today’s world.
Keywords: Advertising management.
How to cite : Kaur M, Paradigm shift in female role portrayals in Advertising: A theoretical framework. J Manag Res Anal 2018;5(4):431-435
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