AN EXPLORATION OF THE INFLUENCE OF FEMVERTISING ON BUYING BEHAVIOUR OF MEN
Author(s):
Dr.Komaldeep Kaur Randhawa
Keywords:
Abstract
The Indian advertisement diaphragm has grown over the last 70 years, and has managed to represent the country's various social and economic changes during that period. Women's representation in Indian commercials is both tragic and delightful. From creating stereotypes then to attack the same stereotypes, the advertising agencies in India ace the art of manipulating the consumer. Much of the controversy stems from the way many companies use advertising as a selling tool and also in the manner they wash their hands off from its impact on society’s tastes, values and lifestyles. Advertisers have taken a lot of heat over the years for exploiting the ubiquitous medium. The harm to modern Indian women's self-esteem was becoming intolerable. Female-oriented advertising has recently come to the aid of such advertisers, serving as the biggest leveller for all of the illogical ads that have plagued the Indian advertising scene for decades. Today, an increasing number of advertisers are creating pro-female advertisements to catch-up with the latest trend of feminism. The advertising industry, which previously relied heavily on the objectification of women to advertise its content, has now made a complete 180-degree turn to gain female consumers' attention and make them feel heard and valued. Femvertising is the term given to the practise of using feminism as a marketing tool.
Article Details
Unique Paper ID: 159497

Publication Volume & Issue: Volume 9, Issue 12

Page(s): 95 - 102
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