International Journal on Science and Technology

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Women in Advertising: A Retrospective Study of Representation Trends and Their Sociocultural Consequences

Author(s) Bulusu Viswanadham, Dr. P. Pinakapani
Country India
Abstract Contemporary advertising continues to serve as a powerful arbiter of beauty standards, promoting problematic ideals through the prevalent use of models exhibiting specific physical attributes - including revealing attire, fair complexion, and slender body types. These Western-centric beauty paradigms present particular cultural challenges in diverse markets like India, where indigenous aesthetic traditions often conflict with imported media representations. Academic scholarship has increasingly examined gendered advertising portrayals, particularly following feminist movements that highlighted women's evolving societal roles. Historical analyses reveal persistent patterns of reductive female depictions, ranging from domesticated housewives to sexualized objects and dependents requiring male protection.
Despite four decades of sustained criticism regarding regressive gender stereotyping in advertising, recent studies indicate these representations persist in modified forms rather than disappearing. Current U.S. advertising discourse reflects growing concern about this institutionalized practice, even as societal expectations of gender roles become increasingly complex. The academic literature demonstrates that while the manifestations of female stereotyping have evolved, their fundamental presence in advertising remains resilient, adapting to contemporary norms while maintaining underlying problematic conventions. This perpetuation occurs despite logical expectations that progressive social changes would yield more equitable media representations.
Keywords Marketing, television commercials, advertising, portrayal of women, Indian media
Published In Volume 7, Issue 2, April-June 2016
Published On 2016-05-04
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