The involvement of women in today's advertisement is increasing at a very fast pace irrespective of the product. This article looks at the stereotypical roles in advertising, particularly focusing on the portrayal of women. The women in our society have been sex symbols or homemakers who could not have thought of moving out of the four walls of their homes. This article discusses the changes that have taken place through so many decades and the current situation of women vis-à-vis men. Comparing the different phases that women have traveled in the realm of advertising from the 1950s till date, this article mainly focuses on the reincarnation of women and the different roles they are playing in the advertisements today.

The quote rightly speaks of the shift of a stereotype woman who was a homemaker, to a liberal woman who is all in one and really rocks in all her roles.

Woman has always occupied a very important position in our society. The importance has not come into being today, but has been prevalent in the society for era's. Our mythological epics are very good examples of it. If we go back to the Ramayana or the Mahabharata we can very well see how important Sita or Draupadi were and the kind of roles they had played. This could never be seen by anyone else other than a woman.

Now, if we try and relate their time with advertising, we would notice that there is quite a lot of difference between advertising that happened then and which happens today. If we go back to the time when Sita's Swayamvar was to be organized, the kind of advertising that happened was with trumpets, drums and different types of instruments to make people aware of the ceremony, where woman was promoted as a commodity.

Advertising Express Magazine, Indian Women in Advertising, Mythological Epics, Industrialisation and Urbanisation, Food and Veterinary Office, FVO, Diamond Trading Company, Fair & Lovely, Lux Choclate Soap, Stereotypical Women, Print Advertising, Decision-Making Power.