The Delineation of Women in the Indian Ads of Perfumes and Deodorant Body sprays: A Feminist Interpretation

  • Rakesh Sen

Abstract

Advertisement in the 21st century has become an industry of the production of cultures. It puts an emphasis to produce or to spread a specific culture which people are tended to adopt in every state of life. This culture consists of almost every aspect of the society, including the presentation of women. As far as the presentation of women is concerned, the advertisements of perfumes and deodorant body sprays often reinforce sexism and obscenity. They are always biased to reflect women in derogatory light in the visuals. Women are depicted as the objects of sex and male desirability. Thus, the ads position women as submissive and inferior to the male-status. These sexist presentations of Indian women through the advertisements (perfumes and deodorants) have become a bone of contention in the eyes of the feminists. In every epoch, this patriarchal ideology of womens roles either in advertisements or in literature has been immensely questioned and challenged by the followers of feminism.     

Published
2019-11-15
Section
Articles