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Journal of Management Research and Analysis

Paradigm shift in female role portrayals in Advertising: A theoretical framework

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Author Details : Manpreet Kaur*

Volume : 5, Issue : 4, Year : 2018

Article Page : 431-435

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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.

Doi : 10.18231/2394-2770.2018.0070

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

Copyright © 2018 by author(s) and J Manag Res Anal. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC-BY-NC 4.0) (