IAA study finds women being portrayed as 'energetic', 'multi-taskers' and family equals

IAA-Hansa Research Study has released the findings of its study on 'Changing trends in portrayal of women in Indian advertising'.  

 

Ninety one per cent of respondents said that ‘Women are shouldering equal responsibilities with men in the family’. The research was done across Mumbai, Delhi and Chennai which factored senior marketing managers and creative directors of advertising agencies. The research further suggests that this is the outcome of women’s education, financial independence, becoming a bread earner, self realization of her rights and emergence of women as many role models.

 

IAA India Chapter had commissioned this research study and Hansa Research came forward to do this study at cost. The study was unveiled on 10 December in Mumbai.

 

The seminar was conducted in association with the United Nations Population Fund (UNFPA), well-known NGO Laadli and the Advertising Council of India (ACI).

 

The study attributes 94 per cent to women being portrayed as 'energetic', followed by 93 per cent as 'multi-taskers', an 87 per cent as 'modern' in advertising. Within this, women respondents believed that portrayal is more energetic and that of a multi-tasker while the male respondents saw the image to be modern and self-confident.

 

On whether this portrayal is in sync with their status in society, the respondents feel that it isn't. 

 

Eighty eight per cent expressed that gratification of a woman is being emphasised more and not something that is being kept under wraps. The same per cent feels that a woman's ambitions are no longer restricted to finding a good life partner. Eighty six per cent see the women being portrayed as more independent. 

 

Srinivasan K Swamy, president, IAA India Chapter and vice president – development, Asia Pacific, IAA and chairman and managing director, R K Swamy Hansa Group, said, “I thank all the industry professionals and organisations who came forward to support this initiative. IAA has been conducting a host of activities for the benefit of the industry and society. This was yet another initiative which clearly underlines our commitment to the philosophy that what is good, is good for business.”

 

Monica Tata, managing director, HBO India, and chairperson of “Changing Gender Frames” said,  “I am delighted with the findings of the study. While the sentiment around the messaging a few years ago was that it was reinforcing the stereotypes, India is clearly showing signs of moving towards a more progressive society where women are perceived as equals.”

 

The Seminar was addressed by senior marketers, advertising leaders and amongst others. These being: Colvyn Harris (JWT, ACI), Dr AL Sharada (Laadli), Dr Sonya Mehta (Psychologist), Sanjay Tripathy (HDFC Life), Sam Balsara (MadisonWorld, ASCI), Sonal Dabral (DDB Mudra), Geetu Verma (Unilever), K V Sridhar (Sapient Nitro) and Rajat Ray (UNFPA).  

 

The full report will be available at www.iaaindiachapter.org shortly.