Published Paper Details:

Women, often regarded as the primary caretakers within families and communities, remain at the frontline of both ecological and societal crises. As nurturers, workers, and nation-builders, their roles are deeply intertwined with the sustainability of everyday life. Yet, throughout history, women have been subjected to media portrayals that undermine their agency and reduce their identities to narrowly defined stereotypes. Among these, advertising stands out as a powerful cultural force that commodities the female body, transforming it into a commercial object and positioning women predominantly as symbols of glamour, desire, and consumption. This paper explores how modern advertising constructs women within consumer culture, examining the dual impact of such portrayals. On one hand, advertisements elevate women as aspirational figures, central to lifestyle branding and the promotion of consumer ideals. On the other, they simultaneously perpetuate reductive stereotypes that objectify women and disconnect them from their real-world roles as decision-makers, nurturers, and ecological stewards. By adopting an eco-feminist lens, the study critically investigates the intersection of gender, ecology, and media representation. Advertising not only reshapes cultural perceptions of femininity but also normalizes unsustainable patterns of consumption. It highlights the broader implications for social values, consumer behaviour, and environmental consciousness in a globalized context. Ultimately, the paper argues that challenging the stereotypes of women in advertising is not only a gendered concern but also a pressing ecological necessity, with significant consequences for achieving sustainable futures.