Major role of female in advertisement

Commercial depict three female roles.

Ø      The maternal and housekeeping roles encase women in the family.

Ø      The aesthetic role of beautification enhances women's individuality.

Ø      The imagery of commercials suggests effects of the technological rationalization of housework and the hedonistic consumer ideology

What is the changing role of women in advertising?

Women in advertising (depending on the product) are generally portrayed as attractive and physically desirable according to our Western standard of beauty, therefore influencing the consumer on several different levels. The most frequent occurrence is consumers being lured to buying products simply because the product and its advertisements contain some notion of sexuality attached to it, making the product a 'sexy' product.'Sexy' products in our society are purchased frivolously simply because sex appeal is high priority.
This is the changing role of women in advertising, keep making products sexy, while attempting to seem as progressive as possible in the process, masking the reality of the situation.

By the 1890s, advertisers and manufacturers had begun to recognize that women not only bought beauty products but also most of the mass-produced household’s food, clothing, and other goods for the home. As most of the goods sold at retail were marketed to women, it followed that if women followed their instincts, they should come close to knowing what to say to other women in advertisements. And what the woman did not buy, she influenced through her father and brothers, her husband and sons.

By the 1930s, women gained both a presence and a degree of power in consumer advertising, which complicates the notion that advertising was a man’s world.

Today women make up nearly 60 percent of those working in advertising and public relations, as well as countless organizations in industry, media, retail, and fashion. Women account for more than one half of account managers in ad agencies. Women also outnumber men in journalism, communications, and advertising higher education programs. And every year more women enter the ad business. Holding key marketing and advertising positions, women have shaped the basic promotional appeal of accounts more than ever before in history.