ManuScript Details
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Paper Id:
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IJCIRAS1907
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Title:
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WOMEN IN ADVERTISEMENT: COMMERCIALIZATION OF GENDER ROLES.
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| Published in: |
International Journal Of Creative and Innovative Research In All Studies |
| Publisher: |
IJCIRAS |
| ISSN: |
2581-5334 |
| Volume / Issue: |
Volume 5 Issue 3 |
| Pages: |
13
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| Published On: |
8/31/2022 4:51:32 AM (MM/dd/yyyy) |
| PDF Url: |
http://www.ijciras.com/PublishedPaper/IJCIRAS1907.pdf |
Main Author Details
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Name:
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KANCHAN BISWAS |
| Institute: |
Centre for the study of Social Systems, Jawaharlal Nehru University, New Delhi |
Co - Author Details
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Author Institute |
Abstract
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Research Area:
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Women Studies |
| KeyWord: |
Home-makers, Commodity, Advertisements, Representation, Identity, Gender Roles |
| Abstract: |
Indian television attracts consumers of every kind and of every background.TV have impacted the minds of the population beyond our wildest anticipation. Particularly focusing on the gendered nature of TV advertisements, this paper examines the changing nature of media depiction of role played by women in India. Cohort of advertisements are discussed and analysed to portray the way in which housewives are commercialised and an economy runs on such depictions of women. A keen focus had been on the audience’s interpretation of advertisements and how the makers of the advertisement try to depict different genders based on class and the urban-rural divide. The findings of this paper suggest that the image of the woman is thus shrouded within these ‘standards of decency and propriety’. She is overshadowed by the domestic role society has sketched out for her. For a very long time, women were used as props to sell products, sometimes products they did not even use. This has been changing since the advertising agencies recognized just how many women watched television in India. They moved away from the objectifying male gaze and tried to find the common denominator to address women of India. Advertisements, instead of just showing how hard housework really is, displays it as something that women not only consent to doing willingly but also thoroughly enjoy, especially if they choose to use the product, they are advertising. |
Citations
Copy and paste a formatted citation or use one of the links to import into a bibliography manager and reference.
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IEEE
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KANCHAN BISWAS, "WOMEN IN ADVERTISEMENT: COMMERCIALIZATION OF GENDER ROLES.", International Journal Of Creative and Innovative Research In All Studies,
vol. 5, no. 3, pp. 7-19, 2022.
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MLA
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KANCHAN BISWAS "WOMEN IN ADVERTISEMENT: COMMERCIALIZATION OF GENDER ROLES.." International Journal Of Creative and Innovative Research In All Studies,
vol 5, no. 3, 2022, pp. 7-19.
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APA
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KANCHAN BISWAS (2022). WOMEN IN ADVERTISEMENT: COMMERCIALIZATION OF GENDER ROLES.. International Journal Of Creative and Innovative Research In All Studies,
5(3), 7-19.
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WOMEN IN ADVERTISEMENT: COMMERCIALIZATION OF GENDER ROLES.
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