One of the sensitive areas in advertising and marketing is the portrayal of women. Women are an indispensable part of Indian society as they constitute half of the population and play a critical role in our society. However, the depiction of women as sex symbols, objects of desire, and as having subservient behaviours has presented a great concern to feminist scholars, activists, and researchers. The objectives of this paper are to study how women’s role portrayal impacts consumers’ willingness to buy and to identify the difference in views of Indian men and women when it comes to the stereotypical role portrayal of women in digital media.

advertisement, censorship, depiction, obscene, stereotype.