Parivartan

Parivartan
The people that we work for...

Saturday, 3 September 2011

Advertisements - An Instrument Of Social Change

Today is the age of electronic media, of which, advertisements are an integral part. Advertisements send a quick message to people in an interactive manner. they reflect the way a society is evolving. The manner in which these adverts depict women is utterly disgraceful.

However, things are changing for the better now. Advertisements showing a leading actor cooking pasta for his kids, and another with the father making popcorn are indicative of great attitudinal changes taking place in the society: where women are not the only ones who handle the domestic front; men can also help them in the household. Women are becoming self reliant. This is exemplified in the "scooty" ad , wherein an independent village girl rejects the marriage proposal of an arrogant man with riches.
There ae other infomercials, such as those on Prevention of Domestic Violence, the Girl Child, etc. that make people feel the need for changes in the society. Living in metro cities, its hard to fathom that somewhere in the society such cruelty exists.
We tend to believe that older people are neglected , that they depend on their children for everything. But the growing popularity and demand for pension and retirement plans via adverts showing a group of old people playing cricket and enjoying their lives emphasize  that they strive to be independent.
But things have not changed in every section of the society. Utensil Bar, Washing Powder and Toilet Cleaner brands only show women in their ads.
We don't see a man doing such household chores.
Advertisements are reflections of Social norms, which people have come to accept. They certainly are not just enhancing consumerism in the society

Submitted by Nipra Sharma (Graduated year 2011)
Compiled by Apoorva 

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