INTRODUCTION:

Promoting is one of the significant media that influence our day to day routine intentionally and unwittingly and dependable to assume a huge part in forming the general public in a lot more extensive viewpoint. Publicists utilize various ways of influencing the customer’s view of the item. Female strengthening has turned into an inexorably predominant topic in advertising, challenging cliché orientation jobs and advancing body inspiration as found in mission. For example, Dove genuine beauty, which has been broadly perceived for consolidating strengthening informing into promoting endeavors.

While such advertisements have been talked about imparting positive message to women there has been little examination that assessed if and why these missions are powerful, just as the impacts they have on female consumers. This concentrate on tries to survey the different manners by which engaging promotions impact customer’s view of females in publicizing and their consequences for key showcasing execution.

REVIEW OF LITERATURE:

Shyama kumari and Shraddha Shivani (2012) Conducted a study on “A study on gender portrayals in advertising through the years”. Experiment method is used in this studies to calculate the gender role on portrayal of advertisement. The result showed purchaser disappointment among younger, better educated, upper status women however not impacted on their buying intention. Chia-huichin (2010) studied on “The portrayal of women in magazine advertising”. The tools used in this study for analyzing the data are chi-square and z-test. The purpose of this study is to compare the roles portrayed by women in general interest magazine ads. Bruno Schivinski and Darius Dabrowski (2012) performed a study on “The effect of social media communication on consumer perceptions of brands”. Chi-square and the empirical study is used to analysis the data for all product categories. The discoveries uncovered that the proposed estimation model was invariant across the industries, however underlying way contrasts were identified across the models. Anushu Raina (2014) conducted a study on “Representation of indian women in advertisement”. The primary data is collected the data collection was conducted using a structural questionnaire. The finding of this study is portrayal of Indian women in contemporary notices and the potential impacts such kind of promotions can have in the young people and the general public overall. Mitchell Taylor (2014) in his study stated that, “Polarising trends in female role portrayals in uk advertising”. The tools used in this study for analyzing the data is spss. The job of women has been changing throughout the years in different field all over the planet like promoting, academics, politics, etc., Parul Nagi (2011) conducted a study on “Projection of women in advertisement: A gender perception study”. The study is mainly based on primary data. The tools used for analyzing the data are pre-tested, semi-disguised, structural questionnaire. The ads have been selected do not belong to the same product category hence attitude towards the product may have mediated attitude towards the ads& the female model in ad. Alice Courtney and Thomas Whipple (2010) conducted a study on “women in tv commercials”. Primary data is collected using a structural questionnaire. This study will look at the consequences of the four examinations and evaluate the exactness of the women’s activist criticism. The part of business depiction of guys and females to be analyzed are presence in plugs as voice –over, role portrayed in television commercials with respect to the variables which describes the product representative. Mariateresa Torchia and Andrea Calabro (2011) performed a study on“women in advertising”. The tools used for this study is convenience sampling method. It shows that the connection between minimum amount of women and the degree of structure development is interceded by board vital. Jaehee Jung and Yoon-Jung lee (2015) studied on “Women’s fashion and beauty magazine advertisement”. The data analyzed using chi-square and t-test. The motivation behind this study was to analyze items ads in women’ design and magnificence magazines, the affirmed the presence of social contrasts just as simulates in the way in which female models are introduced in the publicizing and the kinds of items being promoted. Shyama Kumari (2015) conducted a study on “Female depictions in promoting and its effects on showcasing communication”. Responses were analyzed using spss, t-test, correlation and regression. Finding of the review is related with advertisement liking, believability of ad, brand review and brand picture lesser affects expectation to purchase.

OBJECTIVES OF THE STUDY:

Primary objectives of this study are as follows.

(1) To examine the millennials attitude towards advertisement.

(2) To find out the television viewing habit of millennials.

(3) To evaluate the millennials perception towards femvertising.

RESEARCH METHODOLOGY:

This paper deals with the comparison of factors which influence the femvertising. This part clarifies the sample, variables, statistical tools utilized in research paper. Research design adopted in this study is emprical and it is depends upon primary data. The sample chosen for this study is 100 and collected through stratified sampling method which have been collected from millennials using well -structured questionnaire. The data collected have been analyzed through simple percentage and regression analysis.

RESULT AND DISCUSSION:

This study intends to examine the millennials perception towards femvertising findings of the study have been discussed below.

Table 1: Socio-economic profile of the millennials:

Factors	Respondents	Percentage
1: Age
Below 20	32	32
21-25	28	28
26-30	22	22
Above 31-35	10	10
Above 36	08	08
2: Gender
Male	56	56
Female	44	44
3: Marital status
Married	72	72
Unmarried	28	28
4: Educational qualification
Diploma	34	34
Ug	38	38
Pg	20	20
Professional	08	08
5: Area of residence
Rural	64	64
Urban	36	36
6: Type of family
Nuclear	42	42
Joint family	58	58
7: No.of. members in the family
2-4	54	54
5-7	42	42
Above 7	04	04
8: No.of.earning members in the family
1	40	40
2	54	54
3	06	06
9: Individual earnings per month
Below Rs.10,000	24	24
Rs.10.001-15,000	42	42
Rs.15,001-20,000	20	20
Above Rs.20,000	14	14
10: Family income per month
Below Rs.15,000	20	20
Rs.15,001-20,000	22	22
Rs.20,001-30,000	32	32
Above Rs.30,000	26	26

Table 1 represents that, Out of 100 millennials taken from the study 32% percent of the millennials belongs to the age group below 20 years. As regard to gender 56% are male. 72% of them are married. 38% of millennial are under graduate. 64% are located in town. Most of them are from joint family 58%. 54% of the millennials have 2 to 4 members in their family. 54% of them reported that they have 2 earning members in the family. 42% individual earns upto Rs.10, 001-15,000 per month. 32% Family income per month is between Rs. 20, 001-30,000.

Table 2: Television Viewing Habit

Factors	Respondents	Percentage
1.Watch Television
Yes	90	90
No	10	10
a)If yes,how much time
Less than 1 hour	48	48
1-3 hours	50	50
More than 3 hours	2	2
2.Programmes you watch
News	34	34
Sports event	44	44
Movies	16	16
Reality show	8	8
3.Advertisement interesting
Yes	80	80
No	20	20
a)Fascinate you most
Creativity	46	46
Model	47	47
Idea	7	7
4.Best media
Tv	58	58
Newspaper	34	34
Magazine	4	4
Other	4	4
5.Advertisement is important
Yes	76	76
No	24	24

Table 2 let out that, Out of 100 respondents most 90(90%) of says that they watch television, the time spend per day for watching television 50(50%) is 1-3 hours. 44(44%) of millennials watch sports event .80 (80%) says that television advertisement is interesting. Out of 100millennials 47(47%) reveals that model fascinate most in advertisement. 58(58%) says television is the best media for advertisemet.76(76%) let out that advertisement is important.

The analysis of this study is collected based on women empowerment on femvertising some of the advertisements were used to collect the questionnaire. The following advertisement are vim, fair & lovely, women’s plus and hamam.

Table 3: Attitude on Femvertising:

Factors	Respondents	Percentage
1. Familiar with the term femvertising
Yes	82	82
No	18	18
2. Have you seen the following advertisement
Yes	94	94
No	06	06
3. Femvertising increases women self esteem
Yes	84	84
No	16	16
4. Does femvertising has greatly affected women’s buying decision

Yes	84	84
No	16	16
5. Does femvertising enhances women empowerment
Yes	76	76
No	24	24

Table 3 exhibits that, Out of 100 respondents, 82% disclose that they are familiar with the term femvertising. 94% of them have seen the advertisement. 84% of the respondents says yes and they think femvertising increases women self esteem. More than half 84% of them says that femvertising has greatly affected women’s buying decision. 76% let out that femvertising enhance women empowerment.

REGRESSION ANALYSIS:

Table 4: Perception on Femvertising:

Variable	Regression co efficient	Std. Error	T	Sig
Age	-.077*	.043	-1.782	.078
Gender	-.124	.089	-1.394	.167
Maritalstatus	-.181	.126	-1.433	.155
Education	-.068	.052	-1.304	.196
Area of Residence	.041	.099	.411	.682
Typeoffamily	.159	.106	1.494	.139
Members	.074	.093	.799	.426
Earningmembers	.129	.092	1.402	.164
Individual Earning	-.106*	.048	-2.183	.052
Perception Towards Advertisement	.184*	.113	1.626	.03
*Significance AT 5% Level

Constant: 3.882

Standard Error: .4222

Adjusted R^2:.140

R^2:.227

The result of regression shows in Table no 4.out of 10 variables the following variables have impact on perception on femvertising. Age, individual earnings, perception towards advertisement.

RESULT:

Among perception on femvertising age, individual earnings, perception towards advertisement influence the factors on perception on femvertising. The regression co-efficient indicates that age (-.077), individual earnings (.106), perception towards advertisement (.184) have impact on variables towards advertisement at 5% level of significance.

CONCLUSION:

Advertisements are consistently intelligent with regards to the social changes and the new craze of femvertising in India is additionally following women’s activist wave and change in perspectives in Indian culture. Pundits regularly called attention to that advertisers and imaginative duplicate journalists basically make these master women notices just to draw in the new upcoming, affluent, ambitious women and plan to build the deals of particular sorts of items. Some scrutinized that femvertising are more apparent in a specific dates of calendar, like women’s day. According to certain researcher and researchers, companies are involving femvertisement for advancing utilization of items and shopping binge which is against the way of thinking of woman’s rights, where women are labeled with shopping. Whatever be the motives, pro-women ads are really made to inspire activities that any brand want from its objective market and in the long run they are additionally advancing women’s freedom movements, which are fundamental for India. Pro women or men, advertisements ought to advance a brand to an orientation as well as a daily existence stage or a character quality.

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Received on 09.03.2023 Modified on 05.07.2023

Res. J. Humanities and Social Sciences. 2023; 14(4):165-168.

DOI: 10.52711/2321-5828.2023.00034