The concept of empowerment is frequently misunderstood. Women have long strived for opportunities to express themselves and achieve equality with men. Media platforms such as film, theatre, and advertisements play a pivotal role in advancing women's rights. Advertising, by its very nature, leaves a lasting impression on audiences, and creative campaigns have the power to reshape perceptions. Terms like Evertising and Ad-her-tising have recently emerged to describe advertising efforts focused on women, emphasizing empowerment, feminism, female activism, leadership, and equality. Over the past decade, the media has increasingly portrayed women in more empowered and liberated roles. This study examines the latest trends in the representation of women in media and evaluates the impact of advertising on women's empowerment in India. To achieve these objectives, comprehensive primary and secondary data were collected and analyzed using various statistical methods. The findings reveal that analyzing women-focused advertising and Evertising provides insights into future portrayals of women. Based on these findings, a framework for empowering women through advertising has been developed. The results suggest that advertisers can gain significantly by adopting a more thoughtful and progressive approach to representing women in their campaigns.
Advertising; Women Empowerment; Evertising; campaigns; influence
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