Editorial . . . . . . . 

Women are now contributing more to the workforce because of the rising female literacy rate. Economical, governmental, political, and cultural developments have all occurred over the last few decades. Our way of life and worldview is changing along with changes in social systems. The alteration in women’s social position is one of the major changes. Women’s engagement in the labour sector has increased as literacy rates among women have risen. Women’s positions in a variety of industries, including politics, science, and advertising, have evolved over time. Women now make up about 30% of the workforce in the software sector. They have also made a name for themselves as authorities in a variety of fields. Women no longer congregate behind kitchen walls today. Their strong desire to go has changed how society thinks. Both academics and professionals are interested in how women are portrayed in advertising. Recent socio-cultural changes in society are demonstrated by the rise in the number of women pursuing employment, the alteration of family roles, and women’s negative attitudes toward traditional gender roles. TV ads are a part of society and have an impact on our daily activities—both consciously and unconsciously. As a result, television advertising’s message and content are crucial in influencing society at large. Their strong desire to go has changed how society thinks. In recent years, there has been a noticeable shift. Women have been portrayed in advertising in India as girls, pregnant moms, housewives, businesswomen, and women who enhance the attraction of advertising in numerous situations. The way that women are portrayed in advertising has evolved over time to match societal changes. Most research demonstrates that stereotyped portrayals of women in advertising occur on a global scale. There have been numerous studies of how women are portrayed in advertising, but the majority of them were conducted in Western cultures.

Researchers discovered that cultural values, religious beliefs, and customs affect how women are portrayed in Indian and other Asian advertisements differently than they are in Western advertisements. Culture, manner of life, and behaviour of individuals all have an impact on society. In keeping society’s values intact, the media is crucial as well. It is seen as a crucial tool for instilling and spreading societal values. As a result of increased knowledge, self-esteem, and financial freedom, women’s roles are starting to alter. A woman used to have to wait for men to pay for her items, but things have changed through time. Previously dominated by men, women are beginning to dominate these lines. Like males, women are not dependent on a stable economy. The ultimate empowerment of women is found in their personal empowerment. The requirement for women varies depending on whether they live in a rural, urban, or urban setting. Gender equality in social, economic, political, and health status is the key to empowerment. Marriage-related responsibilities, such as raising children, must be equally shared with social accountability. One of the most crucial tools for improving knowledge, skills, self-respect, and confidence in education, which leads to an empowered state. She will become an independent decision-maker for the good of herself, her family, and society if gender equality is eliminated. An independent career woman of the 21st century, who is now equally contributing to the development of her family and society, women’s roles and status in society have changed as a result of globalization, the expanding market economy, and the rapid development in education and employment. Previously, women were completely dependent on men and restricted to the home. Advertisers, however, were unable to capitalize on this change in women’s roles over time. Women continue to be primarily constrained to the archaic gender constructs and traditional roles of housewives, dependent on men, gladly performing household duties, incompetent, and as sex and ornamental object, or as an attention-getting tool. Most advertising featuring women has specific traits that are readily apparent. Typically, women are the center of attention. The camera typically assumes the shape of a man’s eye that is seeing a woman from head to toe. Women are viewed by males as objects of lust or maternal light because they are needy and immature.

She looks after the kids, prepares meals in the kitchen, and waits for a man. She is frequently characterized as capricious, not intelligent, unreasonable, or demanding. Typically, she speaks with a deep, seductive voice. However, the majority of modern Indian advertising portrays women in a more nuanced and real way. Women are now depicted in advertisements in a variety of roles that are more contemporary and deviate from the stereotype of them as conventional homemakers. A range of responsibilities is carried out by the modern Indian professional woman as she develops her role as someone who not only has total control over herself but also has the power to influence people around her. The numerous changes that have occurred in India on the cultural, social, and educational front have transformed society.