Should I be portrayed like this? An exploration of Indian women in television advertising

Abstract

Advertisements act as a powerful medium for showcasing the role of women in society. The present study explores how women are portrayed in Indian television advertisements and how their portrayal varies according to the product categories. Content analysis of 268 commercials aired during the five popular Indian television shows has been undertaken to understand the role portrayal of women. The study highlights that women are primarily portrayed in a decorative and family role and rarely depicted as freewheelers and professionals in the products related to body beautification and household. However, the study notes a significant rise in situations where women are mostly portrayed as independent decision makers. This paper continues the conversation and adds to the existing literature about the role portrayal of women in media.