Volume : IX, Issue : V, May - 2019

The Portrayal of women in advertisements with special reference to Television

Astha Choudhary

Abstract :

This paper explores the gender stereotyping of women in the contemporary space of Indian television commercials. The paper endeavours a discourse analysis of the data obtained through survey about the women portrayal in Indian Television advertisements. The study deconstructs the discourse built by different ands through propagating a myth of women‘s beauty as only one kind of beauty i.e., fair skin – which becomes imperative to attain anything in life. Such a discourse mainstreams a racist version of beauty on one hand and trivializes the essence of a woman by representing her as a dependent on body image to attain success and approval. By portraying these beauties, ands through these advertisements tends to attract the attention of male audience towards them. These types of advertisements are influential in nature

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

THE PORTRAYAL OF WOMEN IN ADVERTISEMENTS WITH SPECIAL REFERENCE TO TELEVISION, Astha Choudhary INDIAN JOURNAL OF APPLIED RESEARCH : Volume-9 | Issue-5 | May-2019

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