REPRESENTATION OF WOMEN IN INDIAN ADVERTISEMENT: ‘CELEBRATING AZADI THROUGH MICRO TALES’

Abstract

The long and checkered past of India is not only a story of her political struggle to gain freedom from the British yoke but also one where women had to fight for their own rights – social, economic, political, legal. Though we have women who have been strongly bonded with the struggle for azadi for matribhumi the mainframe has a different picture to unfold. While strong women have been able to hold on to their forte, the more general class had to suffer oppression and subjugation. However, with the passage of time the scenario has gradually changed to show that with policies and laws women are now making a place of their own.
This paper would look at the changing scenario using advertisements as the medium. Advertisements, within a span of few seconds unfold stories that talk about the social condition of society. These micro stories can be used as tropes that convey significant messages. My paper would look at some advertisements that relay the story of how women have gradually appropriated changes in society’s perspective of looking at them. From being judgmental to being emphatic the new order of society is now ready to make way for women in different arenas– and advertisements very aptly capture this shift in perspective. While my paper celebrates the azadi of women, it will also question if enough has been done and what more needs to be done.