Presentation: Portrayal of Women in Provocative Manner in Ads helps Grab Attention

The Research commissioned by IAA India Chapter studied senior marketing managers and creative directors from select metros.

IAA India Chapter unveiled their latest study at the IAA Seminar on Changing Trends in Portrayal of Women in Indian Advertising on Wednesday, December 10, 2014.

According to study findings, 91 per cent men and women say that 'Women are shouldering equal responsibilities with men in the family'. According to the findings, a whopping 94 per cent of men and women feel that women are now highly ambitious and are proving their mettle not only on the home front, but also in their respective professions. Again 72 per cent respondents felt that portrayal of women in provocative manner in advertisements helps grab attention of both men and women.

The research further suggests that this is the outcome of women's education, financial independence, becoming a bread earner, self realisation of her rights and emergence of women as many role models. The full report is available on www.iaaindiachapter.org.

Srinivasan K. Swamy, president, IAA India Chapter and vice president, Development, Asia Pacific, IAA and chairman and managing director, R K Swamy Hansa Group, says, "I thank all the industry professionals and organisations who came forward to support this initiative. IAA has been conducting a host of activities for the benefit of the industry and society. This was yet another initiative which clearly underlines our commitment to the philosophy that what is good, is good for business."

IAA had commissioned this research study which was done by Hansa Research. The research was done across three metros of Mumbai, Delhi and Chennai amongst senior Marketing Managers and Creative Directors of advertising agencies.

The report was released at a seminar in Mumbai which was conducted in association with the United Nations Population Fund (UNFPA), well-known NGO Laadli and the Advertising Council of India (ACI).

Monica Tata, managing director, HBO India and chairperson of "Changing Gender Frames", states, "I am delighted with the findings of the study. While the sentiment around the messaging a few years ago was that it was reinforcing the stereotypes, India is clearly showing signs of moving towards a more progressive society where women are perceived as equals."

Read the full report below: