Indian advertisements give prominent representation to women, shows study
Kochi: India recorded the highest representation of women and girls in advertisements aired on television channels and YouTube compared to other countries. It is reported that women representation in Indian ads is higher than the international average.
A study carried out by International Advertising Association (IAA)and Unicef concluded these findings. The team carried out the research after studying thousands of advertisements aired on TV and YouTube. Most popular commercial ads were analysed for the study.
Geena David Institute of Gender in Media was also associated with the study.
The study found that female characters dominate 59.7 percent of screen time and 56.3 percent of talking time in Indian ads. But while assessing the global data, females dominate only 44 percent of screen time and 39 percent of talking time.
It is also revealed that ads of cosmetics give more representation to women. The findings of the study further pointed out gender stereotype in Indian ads. Women are always represented as caring mother, wife and guardian compared to men. When women are featured engaging in shopping, cleaning and cooking, male characters are portrayed as office goers or sportsmen.
Observing this, the International Advertising Association is considering the need to bring advertisements that ensure equality of women.
IAA Indian chapter president Megha Tata pointed out the role of advertisements in upholding messages of gender equality and women empowerment.
The IAA issued a set of guidelines regarding gender equality to governing bodies in the advertisement sector and producers.