Aruna, M and Gunasundari, K (2022) Empowering of Feminine in Indian Advertisements. Empowering of Feminine in Indian Advertisements, 4 (1). pp. 11-22.

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Abstract

In general, female stereotypes shape the advertising industry, and some recent studies
suggest that other types of non-stereotype gender role representations in advertising can have
many positive effects. The purpose of this study is to investigate the gender stereotypes of women
in modern days advertising. Regardless of gender, there are many positive effects on the brand�related and social impact of non-stereotypic representations of the professional gender role in
advertising to respondents. These results also show the format of these stereotypes about how
women are portrayed in advertising. It is important that advertising supports gender equality by
using positive expressions instead of harmful stereotypes. This study used content analysis to
identify the different roles women play in Indian television advertising. Studies show that women
are primarily portrayed in advertising as independent decision makers and users, and as an
authority on the products being advertised and direct eye contact with customers in advertising
and vocalization, and the product type of advertising.

Item Type: Article
Uncontrolled Keywords: Stereotype, Gender Portrayal of Women, Advertisin
Divisions: PSG College of Arts and Science > Department of Management Sciences
Depositing User: Mr Team Mosys
Date Deposited: 17 Oct 2024 09:49
Last Modified: 17 Oct 2024 09:58
URI: https://ir.psgcas.ac.in/id/eprint/2329

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