ATTITUDINAL STUDY OF PORTRAYAL OF WOMEN IN PRINT ADVERTISEMENTS

The worth of a civilization can be judged by the place given to women in the society. One of several factors that justify the greatness of India's ancient culture is the honorable place granted to women. It has been seen that advertisers use different tactics to attract viewer attention such as roles stereotyping, using modern portrayal or positioning women as objects to grab attention of viewers. The results of Factor Analysis for attitude towards portrayal of women in advertisements revealed the extraction of twelve factors which suggested that respondents preferred positive role portrayal and condemned lack of ethics in advertising, nudity in advertising and use of objectification of women. The respondents also opined that bold women portrayal is only selling mantras without bearing any direct relevance to the ad/product advertised.