Abstract: Advertisements are the most crucial means of communication because they are highly influential. Visuals used in advertisements greatly impact the viewer’s perception of the object, person or product being portrayed. In this context, portrayal of women is an important concept to be studied. Women have been portrayed in various roles in advertisements over the years, ranging from ‘inferior and domestic to strong and powerful’. This portrayal has evolved over time due to various changes in society and has helped improve the image of women. This paper discusses the current trends in how women have been portrayed in advertisements by considering relevant examples and highlighting the benefits of portraying women in good light. The paper rationalizes the benefits of this new trend through literature reviews, research findings and then draws a final conclusion.
Keywords: advertisements, change, portrayal, trends, women.
Title: Recent Trends in Depiction of Women in Advertisements
Author: Gowri Harish, Manu Jain, Nikita Pande
International Journal of Management and Commerce Innovations
ISSN 2348-7585 (Online)
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