The evolution of gender roles in advertising and marketing to women

Abstract

This thesis explores the evolution of gender roles in Indian advertising, highlighting how advertisements both mirror and mould societal norms and, oftentimes, perpetuate gender stereotypes. Through content analysis, focus group discussions, and surveys, the research uncovers how advertising has shifted from traditional, gender-stereotyped portrayals to more progressive narratives over time. The study traces the Indian advertising history from the 1990s to the present, showing how women were once predominantly confined strictly to domestic roles in advertisements, while men were portrayed as decision-makers and providers. The thesis touches upon the concepts of Femvertising and Dadvertising, that has brought forward campaigns that attempt to empower women and redefine masculinity. However, the research also identifies the commodification of feminist ideals, where brands often adopt and shroud themselves behind the veneer of inclusivity without any meaningful commitment. Primary data from young Indian consumers reveals a growing demand for authentic and inclusive advertising, especially among urban women aged 18–30, whose purchasing decisions are increasingly influenced by the values that brands stand for and the causes they promote via their advertisements. At the same time, focus group discussions reflect how deeply entrenched gender norms still remain, with some consumers perceiving progressive ads as unrealistic. The research concludes that while advertisements are becoming more inclusive, representation of non-binary identities remains minimal, stereotypes continue to persist in subtler forms, and that if brands want to appeal to a younger Indian audience, they should either stick to making a campaign around the product, or neutral campaigns that don’t promote any gender roles altogether, or they must create meaningful campaigns that authentically challenge stereotypes. Ultimately, the study emphasises the dual role of advertising as a cultural mirror and a powerful mould, urging brands to move beyond tokenism and embrace meaningful change through consistency, authenticity, and intersectionality in representation.