Dept. of English (SFS)
Madras Christian College
Advertisements play a vital role in shaping and setting novel trends in society. The advent of New Media helped to have a different perspective on socio-cultural issues which goes against the mainstream thought process. Advertisements in television and newspapers generally depict women as submissive and emotional. The tendency of traditional media to objectify women as commodities is overthrown in Mynthra’s Anouk brand advertising campaign ‘Bold is Beautiful,’ which is a shift in focus from physical to inner strength of women. The series has five advertisements which deal with five different women-oriented themes that are current in today’s Indian socio-cultural context – privacy of women in public space, lesbianism, single parenting, termination from work during pregnancy and career aspirations of women. The paper tries to attempt a feministic analysis of these themes with the present socio-cultural scenario of India as its backdrop.