PERCEPTION IN FOCUS: YOUNG ADULTS' ATTITUDES TOWARD THE PORTRAYAL OF WOMEN IN BRAND ADVERTISING

In todays fast moving, changing and media driven society advertising wields considerable influence in shaping the social values, norms and the public perceptions. One of its most impactful elements is the portrayal of women, particularly in the field of advertisements that are targeted towards young adults aged 18-34 years- an age group that is characterized by digital fluency, social consciousness and evolving gender awareness. In this study, the attitude of young adults toward brand advertising that features women, examining how such portrayals influence their perceptions of gender roles, brand authenticity and social values has been explored. With the increasing exposure to digital and social media, young adults demand advertisements that are authentic, diverse and emotionally resonant. They are critical of traditional gender stereotypes and objectifying imagery, favouring representations that depict women as empowered, independent and multidimensional. This paper has used various statistical methods as reliability analysis, factor analysis, correlation, ANOVA to find out the relation between the various variables of age, income and gender and the attitude of young adults (18-34 years) towards brand advertisements portraying women. The portrayal of women in advertisements extends beyond commercial messaging- it carries significant cultural weight and the potential to either reinforce or challenge societal norms. Hence, this study underscores the importance of responsible and authentic representation in shaping inclusive and socially responsive advertising practices especially among young adults regarding brand advertisements portraying women.