Among the many influences on the way we perceive men and women and the limited perceptions they have of themselves, the media, in particularly advertising, are the most pervasive and powerful, being largely uncritical and stereotypical in nature that are created by consumers' ongoing, gendered exposure to imagery patterns. Advertisers use the idea that men and women are different to develop stories, create conflict, and provide compelling images, leading to different inferences about the meaning of advertisements among different sections of society. Say no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an original essay Most heroes and protagonists are men, and women are mostly portrayed in traditional housewife roles. Internationally, advertising still confirms traditional representations of gender. A meta-analysis of advertising globally found that women are more likely than men to be portrayed as dependent in advertising and at home. One of Airtel Telecom Services' advertisements titled 'Boss' addresses these prevalent notions that even if a woman is in a position of power, she is expected to act and is portrayed in a socially sanctioned manner. The ad that attempts to portray a woman's economic independence by showing her as the CEO of the company, who takes the lead in the office, setting a deadline for her employees, including her husband. This initial phase of the ad is followed by the depiction of "not a demanding boss but a caring wife", where, on the way home, she calls her husband to ask his choice of dinner. Here you would think that telecommunications services would use this situation to promote their network by showing them ordering food, paying bills or any other alternative, but the advertising does not achieve this, instead it emphasizes the importance of cook and take care of her husband. taking into account that the woman worked too. But once she returns home, she is a stereotypical "housewife" who doesn't understand the pressures of work life and begs her husband to come home, suggesting that being a conventional wife is more important than a good boss for a woman, which indicates that no matter how successful and independent a woman is in life, her most primary and important duty, considered "natural", is her domestic chores which restrict her and confined within the confines of the household. : family, husband, children. As Simone De Beauvoir says “we are not born a man but we become one, and we are not born a woman but we become one” it is this process of “becoming” which constantly focuses on the socialization of genders in this respect especially women. becoming an ideal person, full of care and sympathy, placing her husband and children above her without making or even considering any choices for herself, even if she is not financially or economically dependent on her husband. This ad, like many others, attempts to take a progressive approach of showing the woman who is apparently also the employee's wife as the boss, but her role as "wife" is overemphasized, promoting values regressive because it is not clear what the ad is trying to promote – telecommunications service or kitchen equipment, while the lady is shown preparing elaborate meals for the husband/employee, who works too much in the office to meet the deadline set by its.