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Gender Justice in Advertisements: Study of Indian Commercials

Author Affiliations

  • 1 Dept. of Sociology, Bangalore University, Bangalore, INDIA

Int. Res. J. Social Sci., Volume 3, Issue (1), Pages 17-20, January,14 (2014)

Abstract

Television commercials have more to convey than any other media of communication in the present day scenario. Very short, straight yet creative messages are conveyed to the target audience with a messenger. To convey any message women are used irrespective of the fact that they are the part of the product or utility. However, the stereotyped notions still get reflected even in the modern societies especially with respect to women. This paper analyses the select cases of Indian commercials with the content analysis from gender sensitivity perspective. It is an attempt of qualitative analysis along with the recent debates and reactions from the institutional perspective.

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