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‘Progressive portrayal of women boosts impact of ads’

NEW DELHI: Progressive portrayals of women result in advertising that is more effective for companies. Indian advertisements that depicted progressive gender roles had a positive impact of as much as 32% in short-term product sales and improved a brand’s equity by 51%, showed a study.
Women in real life, however, consider themselves more progressive than their depictions in mainstream advertising, signalling that brands and advertisers have their work cut out for them. “While there has been some positive movement by brands in this regard, one can still witness some deeply embedded stereotypes in their advertising,” said Santosh Desai, MD & CEO at Futurebrands India.
Food & drinks and personal care have evolved to show women in a better light, while household categories have been found to be holding a lot of baggage, showed the study by data analytics and brand consulting company Kantar and the Advertising Standards Council of India (ASCI).

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