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Women In Indian Advertising: A Study Of Consumer Liking For Different Role Portrayals

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  • Raghbir Singh
  • Prima Bhullar

Abstract

Most advertisements, in order to attract audience, use illustrations depicting women. Women are often shown in Indian print advertisements in different roles ranging from that of a mother to that of a sexy siren. However, very little is known about the preference for different depictions. The changing role of woman in society has created a challenging task for advertisers, that is, how to portray women in advertisements. In the present paper, an effort has been made to identify and examine the liking of the respondents towards different roles portrayed by women in advertisements.

Suggested Citation

  • Raghbir Singh & Prima Bhullar, 2004. "Women In Indian Advertising: A Study Of Consumer Liking For Different Role Portrayals," Paradigm, , vol. 8(2), pages 42-52, July.
    • Handle: RePEc:sae:padigm:v:8:y:2004:i:2:p:42-52
    DOI: 10.1177/0971890720040208
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