Aruna, M and Gunasundari, K (2023) FEMVERTISEMENT: “EVALUATION OF WOMEN’S ATTITUDE TOWARDS THE CONCEPT OF FEMINISM”. FEMVERTISEMENT: “EVALUATION OF WOMEN’S ATTITUDE TOWARDS THE CONCEPT OF FEMINISM”, 12 (4). pp. 4611-4626.

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Abstract

Today the advertisement has a great impact towards the customers, where it has great
probability to transform the attitude of the consumers and massive creativity in its execution.
In recent years, most of the advertising agencies have confined the area of empowering
women by observing and encouraging the ad campaigns. The analysis's goal is to look into
advertisements that support women's empowerment in contemporary advertising. There are
extremely few advertisements that emphasis women's issues, articulate their new viewpoint,
and promote gender equality in society. There is no attempt to portray women as superior to
males; rather, they must stand on an equal footing and be given the same opportunity to
demonstrate their resolve. In this study content analysis was used to find the advertisement
that portrays empowerment of women which have created an impact in the society. The
government has taken a number of measures to address the safety and societal concerns of
women, but there is still room for improvement in the way the regulations are implemented.
So, this study allows us to determine the portrayal of women in the advertisement and impact
towards the women in Coimbatore district.

Item Type: Article
Uncontrolled Keywords: Advertisement, Attitude, Empowerment of women, Gender Portrayal, Stereotype.
Divisions: PSG College of Arts and Science > Department of Management Sciences
Depositing User: Mr Team Mosys
Date Deposited: 17 Oct 2024 10:12
Last Modified: 17 Oct 2024 10:12
URI: https://ir.psgcas.ac.in/id/eprint/2332

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