Product details

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Abstract

Since the 20th century, the status and role of women in society has undergone a massive change. Consequently, the way women were portrayed in ads has also altered. Conventionally, advertisers focused only on women's physical beauty and portrayed them as glam dolls. However, in the 1990s, an enormous change occurred in the socio-economic status of women. As more and more women started working, the number of economically independent women increased gradually. This created a new segment of working women who had different needs and demands. In accordance, the companies launched new products customised for women. This prompted advertisers to portray women as confident, bold and self-reliant. Moreover, since the early 2000s advertisers have portrayed women as 'super women who could balance their career and family responsibilities with ease'. Although the portrayal of women in ads has come a long way and women have been placed almost on a par with men, true equality is yet to be achieved.
Location:
Industry:
Other setting(s):
2007

About

Abstract

Since the 20th century, the status and role of women in society has undergone a massive change. Consequently, the way women were portrayed in ads has also altered. Conventionally, advertisers focused only on women's physical beauty and portrayed them as glam dolls. However, in the 1990s, an enormous change occurred in the socio-economic status of women. As more and more women started working, the number of economically independent women increased gradually. This created a new segment of working women who had different needs and demands. In accordance, the companies launched new products customised for women. This prompted advertisers to portray women as confident, bold and self-reliant. Moreover, since the early 2000s advertisers have portrayed women as 'super women who could balance their career and family responsibilities with ease'. Although the portrayal of women in ads has come a long way and women have been placed almost on a par with men, true equality is yet to be achieved.

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Location:
Industry:
Other setting(s):
2007

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