Stereotyping involves presenting a group of people in a pattern or manner that lacks individuality. This involves generalization. We have many stereotypes in our society like people consider that Punjabis are boisterous, Bengalis and Keralites are intellectuals etc. Also all South Indians eat only dosa, idli and sambar. Mothers in law and daughters in law always fight.
Fathers never take any interest in house management. Advertising uses many stereotypes as in case of the ‘Papa to Buddhu hai’ ad; Chipkti rahti hai, meri saas jaisi. The most controversial of the stereotypes portrayed in advertisements is that of women.
Women are usually shown as preoccupied with beauty, household chores and mother hood. Earlier housewives were portrayed as being too much concerned about the cleanliness of their homes, health of family members etc. She was portrayed as the ‘super women’ as in the ads of Trupti atta.
Also young girls are shown as too much occupied with beauty and winning boys. Not many advertisements recognize the diversity of women’s roles. Also sometimes ads show such qualities of women that it becomes difficult to identify with them. While there is not much of change in the portrayal of women in ads, some changes are taking place as far as men are concerned. The Ariel washing powder ad shows the husband washing clothes at home. Even Kapil Dev is shown washing clothes in one ad. In another ad a child claims ‘my daddy strongest’. While these changes are highly welcome, the challenge before advertisers is to portray the different segments of people realistically, in diverse roles and without hurting any segments.
