DISSERTATION REPORT

On

“Study of Content Analysis The Portrayal of women in Indian

Advertisement and movies over 20-30 years”

Submitted in partial fulfillment of the requirements of the degree of

MASTERS OF BUSINESS ADMINISTRATION

(MBA&PGDMA)
(Batch: 2015-2017)

FACULTY GUIDE: SUBMITTED BY:

PROF. AMIT CHOPRA GURIQBAL SINGH KHERA

A30701915007

AMITY GLOBAL BUSINESS SCHOOL, CHANDIGARH

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 DECLARATION

I the undersigned GURIQBAL SINGH KHERA student of MBA semester-4 hereby declare that
the project work presented in the report is my original work and has been carried out under
the supervision of my faculty guide Prof. Amit Chopra.

This work has not been previously submitted to any other university.

GURIQBAL SINGH KHERA

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 ACKNOWLEDGEMENT

This dissertation project would not have been possible without the kind support and help of
many individuals and organizations. I would like to extend my sincere thanks to all of them.

I am highly indebted to my director Prof.(Dr.) Shivali Dhingra and my faculty mentor

Prof.Amit Chopra, for their guidance and constant supervision as well as for providing
necessary information regarding the project & also for their support in completing the project.

I would like to express my gratitude towards my parents for their kind co-operation and
encouragement which helped me in completion of this project.

My thanks and appreciations also go to my colleagues in developing the project and people
who have willingly helped me out with their abilities.

GURIQBAL SINGH KHERA

PROF. AMIT CHOPRA Amity Global Business School

Chandigarh

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 CERTIFICATE

Certified that MR. GURIQBAL SINGH KHERA has done her dissertation report under

my guidance, the work entitled “The Portrayal of women in Indian Advertisement

and movies over 20-30 years” is her original research work done under my guidance

for the degree of Master’s in Management.

I certify that this work is suitable for submission for partial fulfillment of the requirement

of MBA Degree.

Date: (Prof. Amit Chopra)

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 ABSTRACT

The role of women has been changing over the years in various fields around the world like
advertising, academics, politics, etc. Today 30% of employees in the software industry are
women. They are also distinguishing themselves as professionals in different walks of life. But
has the representation of women advertising changed over a period of time in
advertisements? Or does it confirm to some of the traditional notions about women and their
role in society? That is the question we wish to deal with in this paper.

Women in some advertisements today are portrayed as independent, taking their own calls in
relationships, managing home and professional life with élan. The storylines are innovative
and directed towards the ‘woman of today’. There are some of the ads that offer a more
equitable portrayal of gender roles, breaking the sexist stereotypes that have existed for long.

In today’s era of globalization and information, our values and lifestyles are shaped and
influenced to a considerable extent by mass media. Besides persuading us to avail of
products and services, advertisements also carry a mess-age. The message is more often
than not based on gender stereotypes. The excessive use of ‘masculine’ themes and
portraying women as ‘sex objects’, ‘submissive’ and ‘gullible’, promote stereotypical notions.
The ‘genderising’ of products and assigning gender-specific roles is harmful and a major
deterrent to achieving gender equality in society.

The study indicates prevalence of female stereotyping in Indian television commercials and
print advertising and young females stood as the best choice for brand promotion by
advertisers. Conversely, these stereotypical images ignored the significant increase in the
Work Participation Rate and literacy rate of women over the last few decades in India.

Portrayal of woman in advertising has been an area of interest for both academicians and
practitioners. There has been a socio-cultural change in society over the decades which are
evident from the increasing number of women pursuing careers, changing family role
structure, and unfavorable female attitudes toward traditional sex-role stereotypes.

Using content analysis, television commercials and print advertisements were examined as a
part of this study.

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 Table of Contents
CHAPTERS Particulars Page No.

1. Introduction 6

2. Literature Review 11

2.1 Role portrayal in advertisements: Across boundaries 12-13

2.2 A review of Content Analysis 14-19

2.2.1 Women as an employed women

2.2.2 Women as a housewife

2.2.3 Women as a sex-object

2.3 Print media content analysis 20-23

3. Research Methodology 24-26

3.1 Objective of the Study

4. Content Analysis 25-48

5. Conclusion & Recommendations 49

Bibliography 50

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