@misc{10481/83286,
year = {2023},
month = {5},
url = {https://hdl.handle.net/10481/83286},
abstract = {The study qualitatively explores several past and recent advertisements that have evolved, conflicting
and defeating women's roles in society. The study further discusses how advertisements have
accelerated the concept of 'emphasized femininity' (Patterson et al., 2009) through the inevitable maledominated
population discussed by Brule (2020). It contributes to an ever-expanding challenge of
gender disparity, stereotyping women and docile responsibilities, thereby propagating inequalities
through the digital and printed advertising world. The objective of the research is to purposely select
regular advertisements and their symbolic representation that might have promoted women's
engagement, their struggle, either responsible for identity stagnation or an expansive identity. The
paper has strategically reviewed popular content that uncovers to transform societal myth and
women objectification in restoring their equal natural existence. The study concludes the usage and
abuses of advertisement concordant to inter-disciplinary inquiry into the laws, policies, and sociopolitical
activities within a democratic state.},
publisher = {Universidad de Granada},
keywords = {Stereotyping},
keywords = {Advertising network},
keywords = {Women representation},
keywords = {Empowerment},
title = {The Portrayal Of Women In Advertisements: A Critical Analysis Of The Role, Participation, And Empowerment},
doi = {10.47750/jett.2023.14.03.054},
author = {Alam, Sohaib and Khalid, Sadaf and Ahmad, Farhan},
}