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Journal of Social Welfare and Management

Volume  10, Issue 3 (Special Issue), Sep-Dec 2018, Pages 490-497
 

Original Article

Portrayal of Women in Indian TV Ads

Arun Balakrishnan, Meera Davi Chalissery

1 Assistant Professor 2 M.Com 2nd Year, PG Dept. of Commerce, Christ College (Autonomous), Irinjalakuda, Kerala 680125, India.

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DOI: http://dx.doi.org/10.21088/JSWM.0975.0231.10318.29

Abstract

Most of the people in India believe that the TV ads are trustable and it shows all the details about a product or a service. Advertisements play a very important role in marketing a product or a service. The marketers and the Ad making agencies make TV ads in such a way that exaggerated content is portrayed to the public which induces the public to indulge into the ads and which in turn makes the public to buy the product. The point is that women are portrayed in TV ads and it has worsen in the recent years. Here in this study the researchers have made an attempt to know how the women are portrayed and how does the public see the ads. There are women in the society who are not happy the way some of the ads are telecasted, especially ads of Perfumes for men, soaps etc. They argue that these types of ads discriminate women or the dignity of the women is degraded.

 


Keywords : Portrayal; Perfume.
Corresponding Author : Arun Balakrishnan, Assistant Professor, PG Dept. of Commerce, Christ College (Autonomous), Irinjalakuda, Kerala 680125, India.