Children in Indian Television Commercials : A Gender Perspective

Advertisements on Indian television today seem to be insensitive and hold on to the traditional and stereotypical images of women. Majority of women, both in the rural and urban areas do not confine themselves to the home; they play an active role outside of their homes too. Examining the roles of female children in commercials convey that women are still inferior to men. Media portrayal of the girl child is limited in the view it presents to children. Unfortunately the media / advertising still perpetuate the dominating male as the voice of authority and the invisibility of women in media and society. Taking into consideration, the quantity of time children spend watching television programs, and the fact that their gender behaviors have been shown to be influenced by television, the absence of a ‘total’ female image (human) is of relevance for those concerned with challenging gender based stereotypes in their search for equality among the sexes. It is important that advertisers are sensitive to the hopes, aspirations, opportunities and capabilities of women in society.