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Representation of Women in Online Advertisements: A Content Analysis

机译：在线广告中女性的代表性：内容分析

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Social network sites may be defined as web based service that allow individual to construct a public or semi-public profile within abounded system articulate a list of other user with whom they share a connection and view and traverse their list of connections and those made by others within the system. The nature and nomenclature of these connections may vary from site to site (Boyd, Ellison, 2007). With a changing media environment, there is a distinct shift in traditional methods of advertising. The Internet has revolutionized the way advertising is done. Not only this, business houses today are making advertisements primarily for Internet users. The arrival of Facebook, Twitter, YouTube and many other social media channels have altered the media landscape irrevocably. YouTube, a video sharing website, is one of the most popular internet domains at present times. YouTube has put together a list of ten most viewed advertisements in India in 2013.The role representation of women in these top ten advertisements is the primary objective of this study. This paper reviews related research and identifies how women are portrayed in advertisements at present times. Numerous studies suggest that woman in India, are often portrayed as traditional and stereotypical. This research, therefore, is an attempt to identify the extent to which the representation of women has changed over times. Content analysis method has been adopted for this study. It is noteworthy that the selected advertisement are willingly viewed by the audience and not forced as in case of many other forms of advertising. Keywords: Women, Advertisements, Commercials, Content Analysis, YouTube, Internet
机译：社交网站可以定义为基于Web的服务，允许个人在丰富的系统中构建公共或半公共配置文件，以阐明与之共享连接的其他用户的列表，并查看和遍历其连接列表以及其他人建立的列表在系统内。这些连接的性质和术语可能因站点而异（Boyd，Ellison，2007年）。随着媒体环境的变化，传统的广告方式发生了明显的变化。互联网彻底改变了广告制作方式。不仅如此，如今的商行主要为互联网用户制作广告。 Facebook，Twitter，YouTube和许多其他社交媒体渠道的到来已经不可改变地改变了媒体格局。视频共享网站YouTube是当前最受欢迎的互联网域之一。 YouTube汇总了2013年印度十大最受欢迎的广告。女性在这些十大广告中的角色代表是这项研究的主要目标。本文回顾了相关研究并确定了目前女性在广告中的形象。大量研究表明，印度的妇女经常被描绘成传统和陈规定型观念。因此，这项研究是试图确定女性代表性随时间变化的程度。本研究采用了内容分析方法。值得注意的是，所选广告将被观众自愿观看，而不像许多其他形式的广告那样被迫。关键字：妇女，广告，商业广告，内容分析，YouTube，互联网

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