NEW DELHI: New research released by Unicef on representation of women in advertisements shows that while girls and women are well-represented as characters (49.6%) and dominate screen time (59.7%) and speaking time (56.3%), it is mostly to sell domestic and beauty products to female consumers when they appear in adverts.
“In this way, the presence of women in ads in India reinforces traditional gender roles. This is problematic because of the inter-generational transfer of norms to children, including a lack of empowering role models for men undertaking domestic work in the home and women working in the paid workforce,” said the report titled “Gender Bias & Inclusion In Advertising In India.”
NEW DELHI: A new research released by UNICEF on representation of women in advertisements shows that while girls and women are well-represented as characters (49.6%) and dominate screen time (59.7%) and speaking time (56.3%) but when girls and women appear in ads, it is mostly to sell domestic and beauty products to female consumers.
“In this way, the presence of women in ads in India reinforces traditional gender roles. This is problematic because of the intergenerational transfer of norms to children, including a lack of empowering role models for men undertaking domestic work in the home and women working in the paid workforce,” it is stated in the report titled “Gender Bias & Inclusion In Advertising In India.”