Portrayal of women in advertisement as a persuasion technique: A study of television advertisement
Author(s): Dr. Ravinder Singh
Abstract: The advertisement is used to communicate business, social or product information to the present and prospective customers. Through an advertisement, the advertiser wants to spread his idea about his/her products among his/her customers. In a contemporary modern age of large scale production producers cannot think of pushing sales of their product. The advertisement contains a call to action that is either implicit or explicit. In simple word, it implies that either you need this product or make you come out and tell you to have it. In the concern of their product selling, they chose a brand ambassador or a model (male or female) for presenting their product to the public or customer. This paper will concentrate on the portrayal of women in the television advertisement. This will also show how genuine the representation of women depicted in television ads and how much the portrayal of women affects the attitude of the viewers. Woman generally presented as submissive, intelligent or beautiful in Indian television so this may also be excited to watch out do they present a woman in advertisement is like product or commodity.