WOMEN REPRESENTATION IN ADVERTISING: IT’S IMPACT ON CONSUMER’S ATTITUDE

Abstract

It has been noticed that the advertising have a visible influence on the attitudes of consumers rational and emotional decisions. Due to this there has arose the conflict between ethical and unethical standards of the society. The women has been facing stereotyping in advertising which includes showcasing women in housewife, nurses role, portraying women as an ornament, these types of portrayal can be seen in almost all kinds of advertising in television or internet commercials on regular basis. These women artists have no proper connect with the goods and services they advertise which puts light on the questions to be followed in this paper. The models being used in the advertisements are the strong means for the promotion of sales. This puts the women in two opposite phenomenon i.e. which puts a women in negative aspects having negatively impacted self-confidence and the other one is opposed between morals, values and ethics and the marketing where the ultimate goal is to attract the customers by changing their behavior towards purchasing. The study tries to identify weather the woman representation in advertisement affects the consumer’s attitude towards the goods and services and can change their purchase intentions. Thus, the study the researcher concluded that woman representation have a significant impact on consumer behavior.

Keywords: Advertising, women portrayal, ethical issues, customer’s attitudes.