CHANGES IN THE ADVERTISING INDUSTRY 4
Changes in the AdvertisingIndustry
Changes in the AdvertisingIndustry
A Description of the Interview
The video features interviewswith many people both women and men talking about how women have beenallowed to participate in the advertising industry. From the videoand several interviews that were featured, women have always beengiven a supportive role in most adverts. The presenter describes thatwomen are always seen running behind their male counterparts. In someadverts, they are made fun of by men. Women are portrayed as perfecthomemakers and not role models or key figures in public places or keypositions. From the video, most advertising agencies maintain thestereotype that women are the perfect homemakers between the twogenders. Minakshi Achan says that women should be depicted as strongindividuals with a mind of their own. Women only endorse brands likefurniture and household articles, kitchen products, bathroom,cosmetics, jewelry, and food items, which reinforce the stereotypethat they are meant to be beautiful and perfect homemakers to pleasetheir husbands. Many interviewees in the video insist thatadvertising plays a central role in influencing the society. Theywish that it be used equally between the genders so that the societyaccepts gender equality. The video concludes by showing some advertsthat portray women as equals to men in a positive way. That is atransformation that the video seeks to achieve.
How the Interview Relates tothe Course
The interview/video relates tothe course in many aspects. To begin with, the interview is aboutadvertising, which is what a substantial portion of the course is allabout. The interview outlines how the advertising industry (module 7)has evolved over time, although it includes evolution in terms ofgender representation, something that the course did not. It isevident that initially, women were represented in a certain way, butwith feminism and gender equality maturing in modern economies, thistrend is fading away. This opens a new window to another level ofevolution for the advertising industry (module 7). The videorecognizes the importance and the role of advertising in the societyand emphasizes the need to maintain gender equality when airingadverts. Module 7 talks of the importance of advertising to aneconomy how it brings useful information to consumers so they canmake informed decisions. The interviewee (Achan) talks of theimportance of advertising in informing the society and how it makessignificant impact.
Why I Think the Interview isInteresting/Significant
This interviews/video issignificant on many platforms. First of all, it highlights the issueof gender equality in the society. It sensitizes the public on theneed for equality for both genders as a way of promoting peace andjustice in the society. Women have always been placed on thesidelines by men in everything, and it not by surprise that the samehappens in advertising. The stereotypes are advanced through minorways that can be very hard to notice, but they are always there. Thevideo is also very interesting because it covers something that thecourse does not mention anything about. Although the course teachesabout how advertising began, how it was accelerated, and how itevolved to be a whole industry that it is today, it does not touch onanything about how the two genders are represented. I believe thatfairness should be part of the goal of agencies when making theiradverts for the world. Lobby and regulatory organizations shouldstrive to ensure equality and fairness in how men and women arerepresented in the adverts. Finally, the video is interesting becauseit raises the many questions. For instance, is whatever the videoalleges the truth. Can by sampling a handful of adverts prove thatthere is discrimination happening? Cannot it be argued that this isjust feminism playing its role given that the TV presenters andinterviewees are all female?
NDTV. (2013). Howportrayal of women in advertising has changed over years. Accessed15/5/15 fromhttp://www.ndtv.com/video/player/all-about-ads/how-portrayal-of-women-in-advertising-has-changed-over-years/262191