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International Academic ResearchJournal of Business and ManagementVol. no.4 issue no 2, August 2015, Page No.28-38ISSN No: 2227-1287 (Print)A Study on Portrayal of Women in Advertisements andIt's Effect on Cultural ValuesDr.A.KrishnaAssociate Professor, PG and Research Dept.of Commerce,Govt. Arts College for Men, Chennai,Tamilnadu, India.Selvadurgadevi KandavelPhD Research Scholar, BarathiyarUniversity, Coimbatore,Tamilnadu, India.Pawline .MPhD Research Scholar, MotherTeresa University, Kodaikanal,Tamilnadu, India.ABSTRACTToday everyone needs to advertise their products to inform the customers about the product,increase the sales, acquire market share, and attain top position in their respective industry.Every business spends lot of money for advertising their products but the money spent will leadto success only when the best techniques of advertising are used for the product. In recentyears, advertising has witnessed a significant transformation in attracting customer to buy/usetheir products/services. The need for advertisements has risen to great levels in print and visualmedia. One among the transformation is the way women are depicted in advertising, withchanging times, reflecting the transformation taking place in society. Advertising is one of themajor media that affect our daily life consciously and unconsciously and are responsible to playa significant role in shaping the society in a much broader perspective. Women today are nolonger consolidated behind kitchen walls. Their aspiration for stepping out in the world madesociety to think differently. Marketer wisely utilized this transformation process to launch theirproduct and advertisement strategically. This paper is a part of research work and the report willseek to define the portrayal of women in advertisements and its effect on cultural values. Surveyresearch method is used for the analysis on the basis of gender and age. The literature reviewindicates that the women are portrayed mainly as an object of attraction. The results argue thatthe portrayal in advertising is changing the concept of respect about women, spreadinguncultured values and also indicate women's physical beauty as an instrument to induce theproducts demands.Key Words: Advertisements, Portrayal of Women, Effect on Cultural Values.INTRODUCTIONThe role of women has beenchanging over the years in various fieldsaround the world like advertising,academics, politics, etc. Today more than30% of employees in the software industryare women. They are also distinguishingthemselves as professionals in differentwalks of life. Advertising is one of themajor media that affect our daily lifeconsciously and unconsciously and areresponsible to play a significant role inshaping the society in a much broaderperspective.Women today are no longerconsolidated behind kitchen walls. Theiraspiration for coming out of the door alsotaught society to think differently. Marketerwisely utilised this transformation processto launch their product and advertisementstrategically. The way women are depictedin advertising changes with times,reflecting the transformation taking placein society. But has the representation ofwomen advertising changed over a periodof time in advertisements? Or does itconfirm to some of the traditional notionsabout women and their role in society? Dothe role of women in advertisements havean effect on the culture? That is thequestion we wish to deal with in thispaper.REVIEW OF LITERATUREMary Lou Roberts and Perri B.Koggan (1979) ,"How Should Women BePortrayed in Advertisements?-- a Call For
29International Academic Research Journal of Business and ManagementResearch", in NA - Advances in ConsumerResearch Volume 06, eds. William L.Wilkie, Ann Abor, MI : Association forConsumer Research, Pages: 66-72. Theauthor concentrates on how a womenshould be showed in advertisements andthe ways of positive portrayals to the roleof women in advertisements.Portrayal of Women in IndianAdvertising: A Perspective Sumanta DuttaDinabandhuAndrewsInstituteofTechnology & Management; March 1,2013.International Journal of Marketingand Technology, Vol. 3, No. 3, pp. 119226, 2013.The author has explained thegeneral tendency of using a woman tolend glamour and visual appeal to anadvertisement which has become /2008/01The Changing Roles Portrayed byWomen in Indian Advertisements: ALongitudinal Content Analysis -- Y L RMoorthi ; Subhadip Roy; Anita Pansari ;Indian Insitute of Management BangaloreJanuary 2014; The authors concentrate onthe role of women in Indian Televisionadvertising.The Portrayal of women and theimpact it has on Society. Elena DuchBalust, IE University, Bachelor ofCommunication, November 14, 2013.TheAuthor has concentrated in looking at theportrayal and the representation of womanin our society and what image the mediagives of them, and then also examine theimpact of this on the public. The Authorhas also argued whether is a positive or anegative effect on the society.OBJECTIVESTo examine female role portrayalsin present day advertisements;To study whetherthe role ofwoman in advertisements has an effect onour cultural values;AugustSCOPEEveryday consumers are exposedto thousands of voices and images inmagazines, newspapers, on billboards,websites, radio and television. Everybrand attempts to steal at least a fractionof an unsuspecting person’s time to informhim or her of the amazing and differentattributes of the product at hand.The challenge of the marketer is tofind a hook that will hold the subject’sattention.India is having high population ofyoungsters and children. So theadvertisers are in the need to attract themto buy their products. But they have gonefor the extreme limit of portraying womenas an object and a content in theadvertisements.So the researcher has planned toexhibit the portrayal ofwomen inadvertisements and how it has affectedthe cultural values through suchadvertisements. The study mainly targetsthe public of Bangalore city.LIMITATIONAs the research topic itself statesthe research work is mainly concerned onportrayal of women in advertisements.This research works aims on howwomenarebeenportrayedinadvertisements.The research also looks in thecultural effect by such advertisementsThe research area covered is onlysouth BangaloreThe survey sample is limited onlyto 100 respondentsResearch work carried over is onlyin the urban areas of south Bangalore andnot in rural areasAlmost all respondents are literatesand no illiterate people were taken assamples.
2015Dr.A.Krishnan, Selvadurgadevi Kandavel, Pawline .MSTATEMENT OF THE PROBLEMAdvertisements often depict thewoman as a sex object to be admired by aman for his sake, especially inadvertisements for health and beautyproducts.SAMPLEThesamplesizeoftherespondents is 100 in the urban areas ofsouth Bangalore.ANALYSIS AND INTERPRETATIONBased on the data collected it isvery clear that the respondents selectedfrom Bangalore city were classified intomen and women and are in different agegroup. These respondents were askedquestions from the questionnaire.All age group people has beentaken in order to evaluate their perceptiontowards the portrayal of women inadvertisements.35% of the respondents are in theage group of 16-20 years, 18% of therespondents are in the age group of 21-25years, 25% of the respondents are in theage group of 26-30 years, 15% of therespondents are in the age group of 31-40years and 7% of the respondents are inthe age group of 41 & above years. It issignificant that as many as 78% of therespondents are in the age group of 16-30years.78% of the respondents coming inthe age group of 16 – 30 years old, impliesthat these may be the right audience forthe opinion survey. Perhaps, theresearcher wanted to focus on all the agegroups, and hence may have soughtopinion from this age group also.Respondents below age of 16years were deliberately left out, since theirmaturity may not entitle them to bejudgmental in order to identify the contentsof the advertisements.The above table shows that 42% ofthe respondents are Male and 58% of the30respondents are female. It is significantthat both the genders appear to have beengiven almost equal weight-age for seekingtheir opinion.The researcher seems to havetried to get opinion from both Men andWomen equally.Most of the respondents appear toacceptportrayalofwomeninadvertisements are as only an object andsome also have a opinion in regard tosuch advertisements influence changes inthe cultural values.Almost 62% of respondents feelthat there is an effect on the culturalvalues on portrayal of women inadvertisements.Majorityoftherespondents are having the opinion to theneed for regulation of the content ofadvertisements.HYPOTHESIS FRAMEDA research hypothesis is astatement created by researchers whenthey speculate upon the outcome of aresearch or experiment. Every trueexperimental design must have thisstatement at the core of its structure, asthe ultimate aim of any experiment.Hypothesismeansamereassumption or some supposition to beproved or disproved, framed without anysupporting data.The purpose of framing ahypothesis is to derive direction for theresearch work. Hypothesis is alwaysframed in a pair, as given below:NULL HYPOTHESIS: H0To study whether the portrayal ofwoman in advertisements do have aneffect on the cultural values.ALTERNATIVE HYPOTHESIS: H1To study whether the portrayal ofwoman in advertisements do not have aneffect on the cultural values.
31International Academic Research Journal of Business and ManagementThis research work is a sincereeffort to ascertain the truth in either ofthese two hypotheses. Hypothesis istested using Chi-square test.Chi-Square TestChi-square test is one of thesimplest and most widely used nonparametric tests in statistical work. Chisquare distribution has many applicationsin situations that involve testing of thehypothesis concerning discrete nature ofqualitative data.The quantity X2 describes themagnitude of discrepancy between theoryand observation, i.e. with the help of X2test, we are in a position to know whethera given discrepancy between theory andobservation may be attributed to chanceor whether it test from the inadequacy ofthe theory to fit the observed facts.If X2 is zero, it means that theobserved and expected frequenciescompletely coincide. The greater thediscrepancy between the observed andexpected frequencies, the greater is thevalue of X2.ResultThe calculated value is lesser thanthe table value. If the calculated chisquare value for the set of data (5.358) islesser than the table value (9.49), theresult of the test supports thehypothesis.There is no significant differencebetween the data sets that can be due tochance alone. In this situation, theacceptance of the null hypothesismeans that the differences between theexpected frequencies and the observedfrequencies are not due to chance. i.e.,they are due to chance variation; rather,Augustthere is no real difference between them.There is no difference in age in the opinionof accepting that the portrayal of womanin advertisements do have an effect onthe cultural values .RESULTSThe collection of data , its analysisand interpretation and the test proved onbasis of hypothesis indicate that portrayalof woman in advertisements have aneffect on the cultural values. Most theadvertisements portrayed woman in therole of an attractive object or in a sexualcontent. Some have portrayed them as ahome maker or a role of being dominatedby men. The opinion by the respondentsbring out a clear picture of the need forthe change in content of advertisements.CONCLUSIONRespondents of all age groupsseem to have been given an opportunity toparticipate in the survey, though theirnumber varies in each age group. TheResearcher seems to have given equalimportance to both the genders forseeking their opinion.Media seems to greatly impactopinion & attitude of media users.Objectionable content in advertisementsseem to be influencing the cultural values,leaving an immutable mark in our minds.The response for the question based onportrayal of women in advertisementsmakes us conclude that most of thepeople are unhappy with the contents ofadvertisementsHowever, it has not covered all theadvertisementsandhencefutureresearchers could cover more number ofadvertisements. Further, the portrayal ofmen could also be studied and acomparative analysis would add moreinsight to the study. A comparativeanalysis could be done with theadvertisements of other nations as thiswould help the multinational organizations.
2015Dr.A.Krishnan, Selvadurgadevi Kandavel, Pawline onferenceproceedings.aspx?Id t id t volume 3 issue 3 march ght.com/journals.htm?articleid e4media.com/e4m/media iew.asp?id cal Implications of Survey Questions eHow.com http://www.ehow.com/info 7746676 EX04167-SE.pdfInternational Publishers, New Delhi,Second Revised Edition, Chapterson Research odology Of Research InSocialSciences,Mumbai,Himalaya Publishing House Pvt.Ltd., SecondReprint odernMarketing-PrinciplesandPractices,New Delhi. S.Chand&Company Ltd.,Third Revised andEnlarged Edition, Reprint-2006Mary Lou Roberts and Perri B. Koggan(1979) ,"How Should Women BePortrayed in Advertisements?-- aCall For Research"Portrayal of Women in Indian Advertising:A Perspective Sumanta DuttaDinabandhuAndrewsInstituteofTechnology & Management; March1, 2013The Changing Roles Portrayed by Womenin Indian Advertisements: ALongitudinal Content Analysis -- YL R Moorthi ; Subhadip Roy; AnitaPansari ; Indian Insitute ofManagementBangalore,January2014.The Portrayal of women and the impact ithas on Society. Elena Duch Balust,IEUniversity,BachelorofCommunication, November 14,2013Courtney, E.Alice., and Whipple, T.W.(1974).Women in TV commercials.Journal of Communication, 24 (2)110-18.Belkaoui, Ahmed., and Belkaoui, M.Janice. (1976). A ComparativeAnalysis of the Roles Portrayed byWomen in Print Advertisements:1958, 1970, 1972. Journal ofMarketing Research, 13,168-72.Courtney, E. Alice., and Lockeretz, W.Sarah. (1971). A Woman’s Place:An Analysis of the Roles Portrayedby Women in R.html/isrj.org/UploadedData/5947.pdf
33International Academic Research Journal of Business and ds & Techniques, New AgAdvertisements. Journal ofResearch, 8 (1) 92-95.MarketingCourtney, E.Alice., and Whipple, T.W.(1974).Women in TV commercials.Journal of Communication, 24 (2)110-18. Cutler, B. D., Javalgi,R.G., & Lee, D. (1995). Theportrayal of people in magazineadvertisements: The United Statesand Korea. Journal of InternationalConsumer Marketing, 8 (2) 45–55.Das, Mallika. (2000). Men and Women inIndian Magazine Advertisements:A Preliminary Report. Sex Roles,43 (9/10), 699- 717. Dominick,J.R., and G.E.Rauch. (1971). TheImage of Women's Network TVCommercials.JournalofBroadcasting, 16 (3), pp. 259-65.Ford, J.B., Voli, P.K., Honeycutt, E. D., Jr.,and Casey, S.L. (1998) Genderrole portrayals in Japaneseadvertising: A magazine contentanalysis. Journal of Advertising, 27(1) 113-124Fowles, J. (1996). Advertising and popularculture. Thousand Oaks, CA:Sage. Gilly, C. Mary. (1988). tisementsinAustralia,Mexico, and the United States.Journal of Marketing, 52 (2) 75-85.Hofstede, G. (1980). Cultures andorganizations. London: McGrawHill.Jacob,R.(1992,November16). “India is Opening forBusiness”. Fortune. Kassarjian,H.H. (1977).Content analysis inconsumer research. Journal ofConsumer Research, 4(1) 8–18.Kerin, A. Roger., Lundstorm, J. William.,and Scigimpaglia, Donald. (1979).WomeninAdvertisements:AugustRetrospect and Prospect. Journalof Advertising, 8(3) 37-42.Lerman, Dawn., and Callow, Michael.(2004). Content analysis in ficial?InternationalJournalofAdvertising, 23(4) 507–521.Matthew, V. (1990).Faces of the IndianMale: A Study of Stereotypes.Journal of the Market ResearchSociety, 32(2) 217–225.McArEhur,Z. Leslie., and Beth, G. Resko,(1975). The Portrayal of Men andWomen in American TelevisionCommercials. Journal of SocialPsychology, 97 (2)209-220.Milner, L. M., and Collins, J.M. (2000).Sex-role portrayals and the genderof nations. Journal of Advertising,29 (1), 67-79.Mitchell, P. C. N., & Taylor, W. (1989).Polarizing Trends in Female RolePortrayals in UK Advertising.European Journal of Marketing,24(5), 41–50.Munshi, S. fHomemaker in 1990s. Indianadvertising. Media, Culture andSociety, 20(4), 573–591.Russell, J.T., and Lane, W.R. (1993),Kleppner’s Advertising Procedure,12th ed., Prentice-Hall, EnglewoodCliffs, NJSengupta, S. (1992). Role portrayals ofwomeninmagazineadvertisements. Media Asia, 19(3), 145–155.Silverslein.A., and R. Silverstein (1974).The Portrayal of Women in TVAdvertising,FederalCommunications Bar Journal, 27(1) 71-98.Siu Wai-sum., and Au, Alan Kai- ming.(1997). Women in Advertising: A
2015Dr.A.Krishnan, Selvadurgadevi Kandavel, Pawline .MComparisonofTelevisionAdvertisements in China andSingapore. Marketing Intelligence&Planning 15 (5), 235–243.Sullivan, L. Gary., and Connor, O. J. P.(1988). Women’s Role Portrayalsin Magazine Advertising: 19581983. Sex Roles, 18 (3/4), 181188.Wagner, Louis C., and Janis.(1973). A Woman'sFollow-Up Analysis ofPortrayed by Women inB. Banos.Place: Athe RolesMagazine-34Advertisements.JournalofMarketing Research, 10(5), 213214.Whipple, W. Thomas.,.Alice. (1985).Portrayals inCommunicationReview. Journal(3), 4-8, 17.and Courtney. EFemale RoleAdvertising andEffectiveness: Aof Advertising, 14
International Academic Research Journal of Business and Management35AugustAppendixQuestionnaire For Collecting Primary DataDemographic Details1. Which age group do you belong to?a) 16-20d) 31-40b) 21-25e) 41 & Abovec) 26-302. Gender of Respondent?a) Male b) Female3. Have you seen the following advertisements?a) Yes4.b) NoDo you think that now-a-days advertisements use women only as decorative objects forinfluencing and diverting the mindset of peoplea) Agree5.b)DisagreeDoes most advertisements over-emphasize physical beauty and sexuality of women in anexaggerated manner.a) Agree6.Does portrayal of woman in advertisements affect our cultural valuesa) Yes7.b) Disagreeb) NoDo you think there is a need for regulation of the content of advertisements.a) Agreeb) Disagreec) Don't Know
2015Dr.A.Krishnan, Selvadurgadevi Kandavel, Pawline .M36PICTURES SUPPORTING THE STUDYCHI-SQUARE TEST WORKINGThe portrayal of woman inNullHypothesisadvertisements do have aneffect on the cultural values.The portrayal of womanAlternativein advertisements do notHypothesishave an effect on thecultural values.
International Academic Research Journal of Business and Management37OBSERVED FREQUENCYAgeAugustEXPECTED FREQUENCYYes No Total16-20 Years18173521-25 Years7111826-30 Years1782531-40 Years871541 & Above Years257Total5248100AgeYesNoTotal16-20 Years18.2 16.83521-25 Years9.36 8.641826-30 Years13122531-40 Years7.87.21541 & Above Years 3.64 3.367Total5248100CALCULATED VALUEOEO-E(O-E)² (O-E)²/E18 18.2-0.20.040.00217 16.80.20.040.0027
the portrayal in advertising is changing the concept of respect about women, spreading uncultured values and also indicate women's physical beauty as an instrument to induce the products demands. Key Words: Advertisements, Portrayal of Women, Effect on Cultural Values. INTRODUCTION The role of women
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