CONSUMERS’ ATTITUDE TOWARD PORTRAYAL OF FEMALE ROLES IN ADVERTISING FOR CONSUMER PRODUCTS IN NEPAL

Abstract

Advertising is a vital marketing tool that enables the firms to communicate directly with the consumer. Therefore, ads are made with the intent to seek viewer attention and response. In order that viewers like an ad and are pushed to make a purchase, it is essential to craft advertising messages such that they elicit the desired response. In doing so, when female are portrayed in ads, it becomes important the type of portrayal preferred by the viewers. The advertisers in portraying female are still biased. They prefer to portray female either in homemaker role, weaker role or in highly sexualized way.