¹Birla Institute of Technology and Science (BITS), Pilani, India
²Birla Institute of Technology and Science (BITS), Hyderabad, India
*Corresponding author; Email: 38.sangeeta@gmail.com

The word empowerment is overused and misinterpreted. Women always aspire to have her freedom of expression and equality. There is no attempt to prove her superior to men but to stand on equal pedestal and have equal opportunity to prove her mettle. There are a lot of initiatives taken by the government to take care of women’s safety and security; however there remain a hiatus in the implementation of policies. The media plays a significant role in empowering the women through cinema, drama or advertising. Advertising creates an indelible impact because of its basic purpose to lure the customer. Advertising has a great potential to change the mind set of people as it has immense creativity in its execution. In the last few years ad agencies have tapped the area to empower women by coming up with engrossing ad campaigns- be it the Unisex washing machine by Llyod, Havells, Biba, etc. This paper attempts to find the ways in which these advertisements have created an impact on women and society at large. The analysis of the women centric advertisement and femvertising will enable to see the projection of women in future.

Empowerment, Advertising, Ad campaigns, Femvertising

Received: January 14, 2018
Revised: January 17, 2019
Accepted: May 6, 2019
Published on: July 1, 2019
DOI: https://dx.doi.org/10.29198/ejss1903
European Journal of Social Sciences (EJSS), 2019 In Press.

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