Portrayal of Women in Indian English Print Advertising - a Longitudinal Study of Advertising in Femina Magazine Over the Last 50 Years

Role of a woman in the Indian society is slowly but steadily changing with increased literacy, increased emphasis on education and greater work opportunities. Femina, India’s leading English woman’s magazine, offers a window dating back 50 years on how women have been portrayed in advertising. The analysis of portrayal of women in English print advertising in the Femina magazine reveals that just as in society their presentation in advertising too has steadily changed



Citation:

M G Parameswaran and R K Srivastava (2011) ,"Portrayal of Women in Indian English Print Advertising - a Longitudinal Study of Advertising in Femina Magazine Over the Last 50 Years", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 246-252.

Authors

M G Parameswaran, Draftfcb Ulka / SIMSR, India
R K Srivastava, SIES , India



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011



Share Proceeding

Featured papers

See More

Featured

Perceptions of Disability in the Marketplace: Moral Character Inferences and Persuasion

Helen van der Sluis, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Kirk Kristofferson, Ivey Business School

Read More

Featured

Inside Jokes: Humor as social exclusion

Ovul Sezer, University of North Carolina, USA
Brad Bitterly, University of Pennsylvania, USA
Alison Wood Brooks, Harvard Business School, USA
Maurice Schweitzer, University of Pennsylvania, USA
Michael Norton, Harvard Business School, USA

Read More

Featured

F11. Anti-Consumption for Sustainability: The Environmental Impact of Anti-Consumption Lifestyles, Environmentally Concerned Individuals and Ethical Consumers

Laurie Touchette, HEC Montreal, Canada
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.