Young Consumers Perception on Femvertising

Abstract

In the world of marketing, the word femvertising plays a dramatic change in India which influences the women consumers ‘perception towards the gender portrayal of advertising. In today‘s advertisement the women empowerment has a great crash in the purchase behavior . which in turn generates profit for the business and also creates gender equality in the society where it becomes the leading theme in the advertisement sector. Most of the advertisement projects focused more on women and give equal rights irrespective of gender. The marketer‘s started portraying women as a strong self-sufficient. Research design adopted in this study is empirical and it depends upon primary data. A sample of 100 consumers is chosen for the study. This article investigates how the attitude towards advertising in general and changes in gender portrayals in advertising in the modern era and how it explores the awareness among young consumers.