India is full of contradictions. Some of them are positive because they make India the diverse populous that it is. However, the negative ones have huge consequences. One such contradiction is growth in women’s aspirations vs their portrayal in Indian media. And a study conducted by Engendered.Co supports this fact.
According to Accenture, 37% of all rural women make purchasing decisions on their own. This empowerment as a decision maker is not entirely depicted in ads. Also, only 17 out of the 80 ads analysed during this recent research attempt to break the confines of patriarchy and traditional gender roles.
There is a 20% increase in women leadership, but the same is not portrayed in the advertisements, claims the study. Read on to find out how and why:
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