Women's views on their portrayal in advertising - we have changed, do advertisers know?

Gillem Lawson and Sunanda Brahma

Depth interviews with women in Singapore, China, India and Thailand find that women are more confident, educated, and independent than they were in the past.

Women's views on their portrayal in advertising – “we have changed, do advertisers know?”

Gillem LawsonAPAC, Research International, Thailand

Sunanda BrahmaResearch International, India

PREFACE

The intention of this paper is to describe how women see themselves today, to explain how they think they have changed and to explore what is currently important to them in terms of their values. It also aims to help brand owners reach for fresh perspectives when thinking about how to communicate with modern urban women in Asia. To this end advertising that our sample felt either did, or did not, connect strongly with...

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