Main Article Content
Abstract
Advertisements are the most powerful means of communication used by business as well as non-business organisations to reach the mass audience. Portrayal of female in media, especially in advertisements has been an important topic of research and public debate since a considerable time. Gender plays an important role in today’s modern advertising world. The present study is an attempt to highlight the perceptions of undergraduate students towards portrayal of female in TV advertisements and to study how the portrayal of female affects the student’s recall ability towards the product. Opinion of 100 respondents which consists of 58 females and 42 males were analysed to determine their opinion regarding portrayal of female in TV advertisement and their recall ability towards the product.