Impact of Women's Portrayal in Television Commercials on Promoting Fast-Moving Consumer Goods

Sree Pavani V., Ramachandra Aryasri A. and Sudhir Reddy M.
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Sree Pavani V.: Jawaharlal Nehru Technological University, Kakinada, India
Ramachandra Aryasri A.: Chaitanya Bharathi Institute of Technology, India
Sudhir Reddy M.: Jawarhlal Nehru Technological University, Hyderabad, India

International Journal of Information Technology Project Management (IJITPM), 2021, vol. 12, issue 1, 80-92

Abstract: In various fields, the role of women has been changing over the years in diverse fields around the world like academics, advertising, politics, etc. Nowadays, women portrayal plays a primary role in TV commercials for marketing the FMCG products at an extreme level. This paper intends to study the women portrayal in TV commercials for the purpose of promoting FMCG. It conducts the study in three different perceptive. The first perspective investigates the relevance between the characteristic/category of the FMCG and the impact of women portrayal. The second and third perspectives include the economy, exploitation, and the growth of the FMCG sectors. The fourth perspective understands the merits, challenges, and bottlenecks faced by the promoters or producers of the FMCG, who exploit the commercials. Accordingly, the research work prepares an extensive questionnaire under these four perspectives to carry out a valuable study. After getting various responses from 21 industries, it carries out the statistical analysis to validate the overall responses. Eventually, it reveals the impact of women portrayal on systematically promoting FMCG products.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:igg:jitpm0:v:12:y:2021:i:1:p:80-92

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