Audience Response to Gender Role Portrayals in Indian Advertisements

The study examines audiences' reactions to Indian print advertisements portraying male and female models in traditional, neutral and non-traditional roles on dimensions of attractiveness, meaningfulness and vitality. The audience comprised of 100 male and 100 female students. They evaluated five categories of role portrayals-traditional male, traditional female, neutral, non-traditional male and non-traditional female portrayals-with each category represented by 10 advertisements. Results reveal that irrespective of gender of respondents neutral portrayals are perceived as most attractive, meaningful and vital. While male respondents rate traditional portrayals as most attractive, meaningful and vital, female respondents favour neutral portrayals on the above dimensions. Non-traditional male role portrayals are perceived as least attractive, meaningful and vital by both men and women. Findings support that the transition from traditional gender role attitudes has been more prominent in case of female than in case of male respondents. Differential responses to male and female role portrayals are also observed.