Abstract
Women as consumers have traditionally been treated as the head of the household. With the onset of feminism, the idea of this has changed, although patriarchal societies such as India still tend to place women in traditional roles. Hence, the purpose of this paper is to observe advertisements, which act as a mirror to societal perceptions, and understand the portrayal of the regional Bengali female consumer through studying Sananda, a popular fortnightly women’s interest magazine published in the Bengali language. All regular issues of Sananda between 2020 to 2021 have been studied for the purpose of this paper.
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