Analytical Study of Effects of Television Commercials on
Indian Women
ABSTRACT
Television plays an important role in our life. In today's competitive world many television
channels telecast many serials every day. Most television series are watched by women
than by men in our country. Women are free after completing their household chores in the
evening. that's why most of the women watch TV serials during prime time. Primetime for
TV serial is generally considered 7 to 11 pm. Television serial may affect women's minds a
lot because they spend hours in front of the TV to watch their favourite's shows. The
present study evaluates the impact of television serials on Indian women. For this research
the primary data collected from 100 respondents from numerous parts of the country using
Google forms. A set of questions framed through structured questionnaires was asked
from female viewers. The secondary data was collected from books, websites, articles,
television, etc. The data were graphically analyzed to validate the hypothesis.
KEY WORDS
Television Serials, Advertisements. Commercials, Women.
INTRODUCTION
In India television has been the most popular and effective medium of mass consumption.
The majority of people spend more time watching television per day in comparison to
consuming content on any other medium. Television programs are viewed all over the
world because of the fast satellite facility. From the 1960s onwards. when. TV became a
part of society, the role of women in media has started. Women who appeared in
newspapers, films, and television from that time onwards were given a lot of attention.
Nowadays women in TV serials are projected as wearing expensive sarees, decked from
head to toe in gold, even when they go for sleep they will be shown in makeup and well-
dressed.
In most TV serials women are depicted as glamour dolls whose physical beauty is her sole
quality. Women are shown sacrificing nature in most of the TV serials. Mostly in Indian TV
1
, serials. Women’s whole life just revolve around her husband, parents, and children. She
does not have time for their own lives and dreams. Normally women watch more serials
than men, so this is the reason TV serials affect women. The target audience of Indian
serials is assumed to be housewives, elderly women, and girls because they have more
free time than working people. The majority of these melodramatic serials focus on the
lives and personalities of traditional women depicted in either a positive or negative way.
Generally, women with darker complexion are shown as villains and fairer as victims.
Literature Review
Rochelle Ann Lepcha, Assistant Professor at Salesian College in Siliguri, studied “Sexual
Objectification of Women in Indian TV Commercials of Men’s Deodorants from 2000 to
2018.” The researcher found that women are sexually objectified as they are seen as an
object or product of sexual desire. The author highlights the evolution of the commercials
and how women are presented by evaluating different Indian television ads for men’s
deodorants from 2000 to 2018. These advertisements focus on the physical features of the
female models than on the brand.
Madhusmita Das and Sangeeta Sharma conducted a study titled “Perception of Young
Adults towards the Portrayal of Women in Contemporary Indian Television Advertisements”
(2017). The study’s focus was to look at the audience’s perceptions of how women are
portrayed in Indian TV commercials, as well as the differences in perceptions based on
their gender. In their research, they found that gender has a significant effect on viewer
perceptions of women’s appearance in Indian TV advertising. Females were found to be
more critical about the depiction of women in Indian TV commercials than males.
According to the report, women were mostly shown as decorative objects in Indian TV
commercials and are occasionally depicted in technical professional roles.
Bhola M (2021), in his research, titled eview on Depiction of “Empowered” Women: A
Feministic Analysis of Selected Indian Television Advertisements.” He analyses the
depiction of contemporary Indian women within the context of Indian TV ads in his
research and found that Indian television advertisements display gender discrimination
and affirm the patriarchal discourse.
Parul Nagi, Assistant Professor of Business Administration at HMV in Jalandhar,
researched “Projection of Women in Advertisement: A Gender Perception Study.” The
research discusses how women are depicted in advertising and what the perception of
people towards it is. He noted in the conducted study that there are three main types of
representation of women in the commercials. The first type of advertising talks about how
2
Indian Women
ABSTRACT
Television plays an important role in our life. In today's competitive world many television
channels telecast many serials every day. Most television series are watched by women
than by men in our country. Women are free after completing their household chores in the
evening. that's why most of the women watch TV serials during prime time. Primetime for
TV serial is generally considered 7 to 11 pm. Television serial may affect women's minds a
lot because they spend hours in front of the TV to watch their favourite's shows. The
present study evaluates the impact of television serials on Indian women. For this research
the primary data collected from 100 respondents from numerous parts of the country using
Google forms. A set of questions framed through structured questionnaires was asked
from female viewers. The secondary data was collected from books, websites, articles,
television, etc. The data were graphically analyzed to validate the hypothesis.
KEY WORDS
Television Serials, Advertisements. Commercials, Women.
INTRODUCTION
In India television has been the most popular and effective medium of mass consumption.
The majority of people spend more time watching television per day in comparison to
consuming content on any other medium. Television programs are viewed all over the
world because of the fast satellite facility. From the 1960s onwards. when. TV became a
part of society, the role of women in media has started. Women who appeared in
newspapers, films, and television from that time onwards were given a lot of attention.
Nowadays women in TV serials are projected as wearing expensive sarees, decked from
head to toe in gold, even when they go for sleep they will be shown in makeup and well-
dressed.
In most TV serials women are depicted as glamour dolls whose physical beauty is her sole
quality. Women are shown sacrificing nature in most of the TV serials. Mostly in Indian TV
1
, serials. Women’s whole life just revolve around her husband, parents, and children. She
does not have time for their own lives and dreams. Normally women watch more serials
than men, so this is the reason TV serials affect women. The target audience of Indian
serials is assumed to be housewives, elderly women, and girls because they have more
free time than working people. The majority of these melodramatic serials focus on the
lives and personalities of traditional women depicted in either a positive or negative way.
Generally, women with darker complexion are shown as villains and fairer as victims.
Literature Review
Rochelle Ann Lepcha, Assistant Professor at Salesian College in Siliguri, studied “Sexual
Objectification of Women in Indian TV Commercials of Men’s Deodorants from 2000 to
2018.” The researcher found that women are sexually objectified as they are seen as an
object or product of sexual desire. The author highlights the evolution of the commercials
and how women are presented by evaluating different Indian television ads for men’s
deodorants from 2000 to 2018. These advertisements focus on the physical features of the
female models than on the brand.
Madhusmita Das and Sangeeta Sharma conducted a study titled “Perception of Young
Adults towards the Portrayal of Women in Contemporary Indian Television Advertisements”
(2017). The study’s focus was to look at the audience’s perceptions of how women are
portrayed in Indian TV commercials, as well as the differences in perceptions based on
their gender. In their research, they found that gender has a significant effect on viewer
perceptions of women’s appearance in Indian TV advertising. Females were found to be
more critical about the depiction of women in Indian TV commercials than males.
According to the report, women were mostly shown as decorative objects in Indian TV
commercials and are occasionally depicted in technical professional roles.
Bhola M (2021), in his research, titled eview on Depiction of “Empowered” Women: A
Feministic Analysis of Selected Indian Television Advertisements.” He analyses the
depiction of contemporary Indian women within the context of Indian TV ads in his
research and found that Indian television advertisements display gender discrimination
and affirm the patriarchal discourse.
Parul Nagi, Assistant Professor of Business Administration at HMV in Jalandhar,
researched “Projection of Women in Advertisement: A Gender Perception Study.” The
research discusses how women are depicted in advertising and what the perception of
people towards it is. He noted in the conducted study that there are three main types of
representation of women in the commercials. The first type of advertising talks about how
2
