ADVERTISING AND WOMEN IN INDIA - ETHICAL ISSUES

Women in India

The role of women in our society has changed in the last few decades. The traditional role of women cannot be accepted now. Women are playing a diversified role on the socio-economic context in our society. Women are emerging as a powerful influence group.

Women are shown as objects of sexuality. The idea of the male gaze becomes the universal advertising strategy. Since men are the main purchasing power of India today the image of a sanctity lad woman will make them buy anything.

1.      Women are being portrayed as sex objects. Women were shown as the weaker sex always by her man’s side. Not only are women being used as sex objects they are being used in relation to negative products as alcohol & drugs.

2.      Ads show that women’s place is in the home, women are dependent on men, and women do not make independent and important decisions. The household image of women is truly exploitive showing woman as an unattractive housewife who slaves for her family without any ambition is enslaving.

The “Axe” ad shows a man in an elevator applying Axe body spray as he leaves the elevator. A less attractive man enters the elevator along with a beautiful woman. With the smell of the body spray still lingering it becomes a very powerful aphrodisiac and the woman becomes aroused. The next scene shows them coming out of the lift insinuating some kind of sexual experience. The ad implies that a body spray can make the sexual availability of women easy.

Then came the category of women at work but even these were in romantic settings. These ads conversed that working women receive more masculine attention and have a better time. Ads showed how to become more appealing to men to gain popularity and who to become more sexually active, all to sell a product. The idea of the male gaze becomes significant.

The upper middle or middle Hindu patriarchal morality is seen as normal. Any deviation from this is frowned upon. Some critics say that men say they are redefining women’s liberty and modernity but end up highlighting & reinforcing the prejudices of upper caste males.

The upper caste or class Hinduism is repeatedly represented as “The only good” and powerful way of living in order to be a decent and patriotic Indian citizen.

Woman in earlier ads was docile with an expression of down turned face fully dad in sari with big vermillion and flowers or a vamp in short indecent attire with a sensuous gaze, a pouting smile without vermillion and flowers.

The modern woman is now shown without vermillion affirming her sensuality, no longer wearing a sari. But her societal status has not changed in any drastic way as her roles are defined even now by men. Washing machine microwave ovens liberate Indian women by moulding them into perfect homemakers. (e.g.: you and Videocon – the perfect homemaker).

Portrayal of women in media has changed in some ways and not in others. The old stereotypes (housewife, girlfriend, sex object, decorative object) are still with is modified and diluted.

The emerging new stereotypes are due to changes in the social, economic, political, scenario, trends in liberalization / globalization and the rise of consumerism can be seen as the emerging new Indian women the beauty queens, models, VJ & women’s entrepreneurs.

Besides these there are a great number of serial which stress on women in roles of the perfect housewife dominated by her husband and a vamp. These shows portray old time values & morals trying to bring back the trend of the male dominated society.