1.
Advertising and Women
ACS Presentation

2.
Advertising
• Advertising is a marketing communication that employs an openly sponsored,
non-personal message to promote or sell a product, service or idea.
• Sponsors of advertising are typically businesses wishing to promote their products
or services.
• Advertising is differentiated from public relations in that an advertiser pays for and
has control over the message.
• It differs from personal selling in that the message is non-personal, i.e., not
directed to a particular individual.
• Advertising is communicated through various mass media, including traditional
media such as newspapers, magazines, television, radio, outdoor
advertising or direct mail; and new media such as search results, blogs, social
media, websites or text messages.
• The actual presentation of the message in a medium is referred to as
an advertisement, or "ad" or advert for short.

3.
A Coca-Cola advertisement from the 1890s
"Drink Coca-Cola 5¢", an 1890s advertising poster
showing a woman in fancy clothes (partially vaguely
influenced by 16th- and 17th-century styles) drinking
Coke.
The card on the table says "Home Office, The Coca-Cola
Co. Atlanta, Ga. Branches: Chicago, Philadelphia, Los
Angeles, Dallas".
Notice the cross-shaped color registration marks near the
bottom center and top center (which presumably would
have been removed for a production print run).
Someone has crudely written on it at lower left (with an
apparent leaking fountain pen) "Our Faovrite" . The
woman who modeled for this artwork was Hilda
Clark (1872-1932).
Advertising Poster

4.
Advertising
• Advertisement is one of the major weapons used by various national as well as
international brands to gain popularity for their products.
• Especially the television commercials are more attention-seeking as most of the
population spends at least some of their time watching television.
• These commercials appear during the breaks taken during the program so
automatically people watch them while waiting for their programs to continue.
• The brands pay high amounts to the channels for showing their advertisements on
the televisions.

5.
Women in Advertising

6.
Women In Advertising

7.
Women In Advertising
• Women, in the old times, were used in advertisements to
portray delicacy and tenderness. Even in the movies, they
were portrayed to be delicate and very soft by heart so they
were basically included in the advertisement of brands of
washing powders, talcum powders etc.
• For example, Nirma, a famous Indian brand of washing
powder, has been including only women in their
advertisements since its advent, as in India an ideal women
is considered to do all household work, including washing
clothes.

8.
Women In Advertising
• Nirma Washing Powder Advertisement

9.
Women In Advertising
• With time, home-makers i.e. women started being included
in the advertisement of the brands of household
appliances, utensils, feminine talcum powders etc.
• Hawkins, the brand of Indian pressure cooker has been
portraying women as a mother as well as a wife in its
commercials. As the food cooked by a mother is considered
to be the tastiest food in Indian society (arguably for the
love and care put in), and when the mother is unable to do
so, the wife gets into the role.

10.
Women In Advertising
Hawkins Pressure Cooker Advertisement

11.
Women In Advertising
• Today, women are not just a symbol of delicacy and
tenderness; they portray sensuous as well as strong roles on
the television. Women are also used to increase glamour in
the advertisements.
• Brands like Axe and Addiction (Deodorants) include women in
their commercials to make their commercials sensational and
tempting. Women get attracted to the masculine fragrances in
these ads, so these ads appear quite appealing to the youth.

12.
Women In Advertising
• Axe Deodorants Advertisement

13.
Women In Advertisement
• Next, women are also seen in the ads of scooties and cars,
sometimes to increase the glamour and sometimes to portray
girl-power.
• Pleasure, an Indian scooty brand has its tagline as ‘Why
should boys have all the fun!’ Here women are used to show
that they are no less than men. Upon the dawn of
enlightenment, women have come to play strong roles in
advertisements and not just objects of desire. But sadly, the
latter part of it refuses to whither.
• Women can also be seen in the ads of condoms, attracting
men towards themselves. In telling about the significance of
using protection, the advertisers serve a dual purpose —
glamour and deliverance of a crucial message!
• Women can be seen in almost all type of ads today, be it
feminine, be it strong, be it delicate: they fit into all kind of
roles and possess the potential to portray in perfectly!
• All in all, it’s safe to say that the world of advertisement is

14.
Women In Advertising
• Pleasure Scooty Advertisement

15.
Some Facts Of Women Advertising
Women
account
for 85% of
consumer
purchases
(She-
conomy)
22% of
women
shop online
at least
once per
day (Ogilvy
& Mather)
33% of
women
research
products
online before
purchasing
them offline
(Harris
Interactive)
More than half
of mothers
active on social
media platforms
(55%) said they
made a purchase
based on the
recommendatio
n of a friend
(Keller Fay
Group)
Women
control 73%
of U.S.
household
spending
(Boston
Consulting
Group,
2009)
Women
account for
58% of U.S.
ecommerce
spend
(Women’s
Buying
Behavior
Index 2013)
The average
woman sees
400 to 600
advertisement
s per
day (“Body
Image and
Advertising,”
Mediascope
Press, 2000)
As a
demographic,
mothers
represent a $2.4
trillion
market (“Power
Moms: The New
Rules for
Engaging Mom
Influencers
Who Drive
Brand Choice,”
Maria Bailey)

16.
Positive Impacts of Advertising on
Women
• Based on Health • Based on Cosmetics
Positive Appeal
Uplifting Content
Healthy Pursuits
Aging
Healthy and Beauty
Comparison
Shopping
Cosmetics and Self-
Esteem

17.
Negative Impacts of Advertising on Women
Excessive
Thinness
Sexual
Exploitation
Ageism
Consequence
– Free
Fantasies

18.
Examples of
Advertisements in
Old Days

19.
6 Most Common Stereotypes
Domestic Obsessive Selfless Nurturer The Fraught Juggler

20.
6 Most Common Stereotypes
The Bit Part Unattainable Goddess Sex Toy

21.
The Impact of Female Empowerment
• Research suggests that the progress women have made both in their careers and society has
made them more receptive to marketing that represents their desires
• While there is still a multitude of media that exhibits women in a stereotypical fashion, there
has been an influx of positive messages targeted to females.
• Modern women have more economic and political power than those in previous decades, so
advertising has adjusted its messaging to resonate with this changing demographic.
• Thus, we have seen a shift in advertising portraying domesticated and/or objectified
females to those who are independent, confident, and liberated, thus empowered.
• While a seemingly emotionally complex idea, empowerment can exist on a smaller scale,
such as purchasing a specific product or brand that promotes pro-female messaging, a
concept that been taken as far as being spoofed in satirical publications such as The Onion
(Gill, 2008). …

22.
Thank You