Female representation in media is not very inclusive and often still holds a redundant perception of women. A study titled GenderNext, carried out by the Advertising Standards Council of India (ASCI) in partnership with consulting and management firm Futurebrands, found that women perceived themselves to be much different from the way they are portrayed in advertisements.
The report aims to function as an essential guide to brands and agencies so they can use the insights to make advertisements that show a progressive representation of women. The study showed that single women exhibited utter contempt for age-old stereotypes and homemakers wanted to be considered equal contributors to family and society. Women want the typical damsel in distress approach to be done away with.
The study proposes a framework called SEA which stands for “self-esteemed (how the woman depicted sees herself), empowered (how she relates to the situation she is placed in, her power in it) and allied (how those around her support her desires/needs)”.
The study found that women detest the two-dimensional portrayal of them in advertising. Even though several brands are aiming to make more progressive ads, it hasn’t always helped. “Women say that while it’s supposed to be empowering they don’t find it to be so. The emphasis seems to be more on a problem that women face rather than her ability to come out of it,” Manisha Kapoor, secretary general of ASCI was quoted by Business Standard.
She adds that there are examples of ads where there is discomfort, especially among younger women who are more vocal, but the crux is that “women see themselves in more powerful and many shaded ways than the smaller group of depictions seen in advertising”.
Santosh Desai, MD of Futurebrands Consulting, told Business Standard, “Earlier, at times any intervention would be seen as something you have to manage as it can impede what you really wanted to do. Today, there is recognition that advertising, marketing and brands live in a society and have to interact in a way that is positive.”
Also Read: Women Feel Hesitant To Talk About Their Health Issues Due To Stigma, Says Survey