A Content Analysis of Female Portrayals in Indian Magazine Advertisements

Abstract

Since 1970’s several research studies have been conducted by the developed countries on portrayal of women in advertising however very few researches can be traced in developing nations particularly in case of India. The present study examined the portrayal of women in Indian magazine advertising. Using content analysis, a total of 120 print advertisements were examined from the editions of India Today, Femina and Autocar published during April 2011 to July 2011. The study indicates prevalence of female stereotyping in Indian print advertising and young females stood as the best choice for brand promotion by advertisers. Conversely, these stereotypical images ignored the significant increase in the Work Participation Rate and literacy rate of women over the last few decades in India.