• Surmeet

Advertising can be seen as having an impact both logical and emotional on the creation of social attitudes and consumer behaviour. As a result, advertising produces psychological implications and clashes with the social ethical and moral values on which they are supposed to be based. In every day advertisements such as tv and internet commercials and banners, the stereotypical portrayal of females in advertising, which typically involves depictions of a house lady, a businesswoman without a family or only a decoration, can be seen. However, the paradox faced by women, with no direct connection to the product or service marketed, poses the following questions for this paper: whether it is appropriate or desirable to represent women frequently in ads, If this was the most popular "means" for sale of the women beauty model indicated. The best approach to counter two competing factors is to have a negative effect on women's happiness and self-confidence, contrasted with morals and ethics and the marketing phenomenon, which seeks to attract people and therefore alter the way they shop.

"EFFECTS OF WOMEN IN MEDIA ON CUSTOMER BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.7, Issue 9, page no.871-889, September 2020, Available :http://www.jetir.org/papers/JETIR2009417.pdf

"EFFECTS OF WOMEN IN MEDIA ON CUSTOMER BEHAVIOUR", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.7, Issue 9, page no. pp871-889, September 2020, Available at : http://www.jetir.org/papers/JETIR2009417.pdf