Abstract

Advertisement is a very powerful tool for mass media and the whole television industry. In today's world, the representation of women in the media become a serious issue.Many women in advertisements are used as an object to sell their products. Such types of unethical advertisements give a negative effecton the image of women in society. This research paper aims to find out the perception of a consumer on the portrayal of women in advertisements.
The attitude of the respondents was collected and analyzed through a well-structured questionnaire. Responses were collected and analyzed through the Chi-square test. This paper also includes a hypothesis that takes into consideration consumer perceptions towards the use of women in advertisements.
This study helps in analyzing the real image of women in advertisements. women play an important role in society. So, advertisers should try to portray the changing role of women in advertisements. It would change the perception of men towards women.

Key words: Advertisement, Ethics, Consumer Perception, Women