Grandma

One of the characters in which women are shown in advertisements is that of a grandma. This character is represented in different ways in different advertisements.
In some of the advertisements the grandma can be shown as the matriarch in the family, who influences the major decisions. However these roles are not very common.
Another way the grandma is projected in the advertisements especially Indian advertisements is someone who upholds the traditional values. It is often shown that grandma being a staunch supporter of ayurveda. As a result often certain products which have ayurvedic contents in them especially beauty products use this character. She is shown as someone who does not like the modern product, but likes it when she knows that the product contains natural / herbal contents.
The character is also used in medicine ads where we know that grandma’s medicines always worked. The modern medicines are supposed to be similar to grandma’s medicine. This concept is also used in concept of baby products where the grandma advices the parents on what to use
A similar character though it need not necessarily be in the role of a grandmother is that of a mother-in-law. She is often shown to question the products used by her daughter-in-law. But she is satisfied with the explanation given which in turn is the pitch for the product targeted to consumers.