Advertisements on Television: Women's Representation; An Analysis*

(The article is based on observation of different advertisements shown during breaks on Television in news channels. The main purpose of the article is to analyze women’s representation in the popular television advertisements)

Introduction

To reach the maximum target audience for marketing of various products, all types of mediums like print,audio/visual and video are used. Television,radio,newspapers, magazines, hoardings, mailers, prints and paints on clothes, special events,charts/posters, balloons pamphlets/leaflets, puppets, cutouts, song and banners are the most common . Advertisements are made,remade by creative and media agencies and production houses. Experts plan an advertisement after doing thorough research, taking feedback and keeping latest trends in mind. Television is the most popular audio-visual medium of communication.

People of all categories watch it, sometimes even for several hours. Most of the advertisements shown on Television are informative,catchy, entertaining, impressive and quite effective. But some are too loud aggressive and sometimes don’t seems to look appropriate to the product and are poorly made. People shown as an actors in the advertisements also include players , film and television actors, politicians , famous people from all fields like social workers , academicians, doctors , engineers and other people besides professional actors. The new trend is also to show ordinary looking like common people with whom mass majority can relate themselves. Sometimes, obese people are also shown in some advertisements to make it more acceptable as obesity in urban areas is quite common. Pets like cats and dogs are included in many advisements. Nuclear and Joint families are also shown as per the requirement of advertisements.

Advertisements shown on the television keep changing according to time , season , and festivals and special occasions and days. Frequency of showing each advertisement and time gap between the same adds also change. Specific advertisements are prepared keeping demand and requirements of the masses in mind. Good, catchy and appropriate advertisements are shown for a number of years. Impressive and effective advertisements are remembered for long years, even sometimes after many decades.

Watching same advertisements continuously for a number of times in a day do have effect on thinking, mindset , desires , expectations , attitude and behavior of the people. Advertisements are made according to the target groups namely; young, old/ senior citizens , men , women , children , teenage girls and boys , domestic workers , daily wagers , women working outside and home makers and women working in multinational companies. Aggressive advertisements increase consumerism. Sometimes people get tempted to buy whether they can afford or not and buy things on loans and instalments and much more then what they require and can afford. Many advertisements related to finances shown do help in planning for financial security for future, for children, old age, education, accidents, thefts, calamities and also help in economic buying. Though women as an actor are shown in majority of the advertisements, but men are usually shown in commanding position and as information and knowledge providers .Many areas are shown as only males domain. A large number shows women as house wives/house keeper/ home maker .Though there is a positive shift in representation of women in many advertisements.

In the following categories of advertisements women are more visible (alone or with other people);

• Cosmetics and beauty items; bathing and liquid soaps, shampoos,shower /bath and jells, conditioners, handwash , lipsticks/ nail enamel, moisturizing creams and body lotions, face cream / beauty creams , anti-aging crems ,wax strips , hair colors,eye makeup items , hair jell , hair oils/ herbal oils , decorative cosmetics, perfumes, nail cosmetics , body care products .
• Jewelry; branded or non branded in gold,silver,diamonds, pearls, precious and semi-precious stones jewelry and others.
• Foot Wears; Shoes /boots, sneakers / sports shoes, flip flop and slippers, sandals,ballerina shoes, trekking shoes.
• kitchen Items; dish washer,sinks, fridge, crockery,food storage boxes and containers,cooking utensils, oven cum microwave,coffee machine,grillers,mixers and grinders, thermos, tiffin /lunch boxes water filter, modular kitchen, lights, kitchen weighing scales, cleaning material,dusters,choppers, lighters etc.
• Eatables; spices, cereals/grains, pulses, oils, RTE (Ready to Eat) food, soft drinks and energy drinks, sodas and other aerated drinks, biscuits, cookies, rusks, namkeens, chocolates, milk and milk products,frozen food,ice creams, sweets and dry fruits.
• Travels and Tours; airlines and transport.
• Vehicles: scooters, cars, cycles, jeeps.
• Wrist watches, branded/ non branded,wall clocks.
• Clothes; for women, children and men: sarees, jeans, tops , lehngas , trousers ,dresses , gowns , coats/ blazers ,cardigans, under garments , thermals/ inners , and socks .Women are also shown along with men in clothes for men like shirting/suiting and traditional clothes.
• Bathroom fittings and equipment; cleaning and washing equipment,fresheners, bathroom lightings, shower tubs and wash basins , water heaters and showers railings , shelves, soap dispensers .
• House/rooms items; furnishings,furniture , curtains , carpets / rugs / mats , sheets , bed covers and bed sheets , blankets , mattresses, comforters, cushions,
• Prayer /Pooja items; aggarbatti(incense sticks), dhoop, camphor, pooja / prayers thalis/ trays .
• Insurances; health insurance , life insurance , motor insurance , home insurance , fire insurance , travel insurance ,general insurance for child education and other plans. Men are shown as main decision makers.
• Medical and related items; Medicines/ ointments,pain relievers , disinfectants (usually men are shown as main person as medical and para medical person / doctor in many), sanitary napkins, diapers for children and old people ,family planning methods.
• Stationary items;
• Health / Nutrition; healthy diets, food items, diet educator,hospitals, gynae information, family welfare / planning .
• Mobile phones.
• Social causes
• Sports and games.
• Miscellaneous like government / state and other related welfare schemes and programs.

Males leading advertisements (women are also shown)

• Policy bazar / share bazar.
• Social and environmental issues; saving water, electricity, petrol and other energy resources, preventing air pollution, reusable energy.
• Housing materials; building material like steel/iron and aluminum , wall paints, pipes , tiles ,cement and other building material, water tanks, taps , wood/ plywood .
• Travel and tours.
• Medicines, medical equipments
• Awareness programs for good health, like diet for all age groups, immunization and precautions to be taken from all diseases, environmental sanitation.
• Headphones, laptops and mobile phones.
• Finances and banking;
• Stationary items; branded pen.
• Sports and games equipments etc.
• Cars, scooter, motorcycle, jeeps etc.

Summary:

Advertisements shown on national channels are made impressive but a few are misleading, aesthetically inappropriate, sometime seems irrelevant, and unrealistic. Some stereotypes show women as domestic obsessive person like (cooking, cleaning, washing, shopping and taking care of family members are her only job). They are shown as jugglers, self-less nurture type .Some advertisements look artificial and do not relate to ground reality.

As women are becoming more educated and financially independent, looking after both the fronts, are contributing in economic upliftment of the families, society and the nation. It is suggested more women oriented advertisements should be produced showing them in better, higher, impressive, important and commanding positions. They should be more shown as intellectuals, leaders, guides, protectors and as an important contributor in nation building. More women and actual women achievers from all the strata of society should be shown.This will further help improve image of the women and boost their confidence.

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Nirmal Tikku, ex Deputy Director, NIPCCD, New Delhi,(January 2023)