This research article explores the complex and often controversial portrayal of women in Indian advertisements. Traditionally, advertisements have commodified the female body, using it as a marketing tool to appeal to the subconscious desires of consumers—especially in a society with deeply rooted cultural values and gender norms. From kitchen appliances to cosmetics, women's bodies have frequently been objectified, reinforcing stereotypical roles and beauty standards. This objectification not only undermines the identity and dignity of women but also contributes to broader societal issues such as gender inequality and the normalization of harmful attitudes. However, recent trends suggest a shift in the representation of women in advertising, where evolving depictions are beginning to reflect more equitable cultural values and a broader understanding of women’s roles in society. The article critically examines whether advertisements are shaping culture or merely reflecting it, while also highlighting the responsibility of media creators in influencing public perception and social norms.
woman, Indian advertisements, consumers, objectification, culture
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