Role of Women in Advertisements A Paradigm Shift

This research report seeks to study the opinion and response of the viewers on the portrayal and role of women in advertisements. The research method used for analysis is Survey. The respondents subjected to the survey were demographically categorized on the basis of gender, occupation and age. The review of literature throws light on how women were used as commodities in some ads, as a mere dependent being and also sexually objectified in many ads. As a parallel observation , it occurs that involving women in advertisements was to incite the audience and make them attentive. The result of this research is to study the change in the portrayal and role of women in advertisements from past to present and also observe the shift in perception of the viewers.