Study conducted into portrayal of women in ad content
A sneak preview of the research findings to be shared during seminar to be held on May 18 at ISID
A research study titled ‘Portrayal of Women: An Empirical Study of Advertising Content - Issues and Concerns for Policy Intervention’ was recently funded by the Indian Council of Social science Research (ICSSR).
A half-day seminar for a sneak preview of the research findings will be held on Saturday, May 18, at ISID as per the programme schedule.
A number of ad pratitioners, policy makers and academics have been invited to the seminar with a view to refine and shape the research output.
The study has enquired into the portrayal of women in the ad content spanning three decades across there media, viz., print, electronic and digital covering over 900 campaigns and about 250 brands (within FMCF, Lifestyle, BFSI, automobile and Travel and Leisure brand categories). The study has thrown some interesting insights on the ad content that calls for a wider debate.
As a part of advocacy, it has been proposed to bring out a multimedia toolkit and possibly an app for the ad content creators to enable them to self-analyse their gender sensitivity in the ad narrative before releasing it for public viewing. The toolkit has been tentatively name Gender Sensitivity Barometer (GSB), an outline of which shall be presented at the seminar.
