Advertising s portrayal of gender roles is a representation of the long-existing unequal relationship of dominance and subservience between the two sexes. Women have been exploited by advertisers for decades. They have frequently been stereotyped in the traditional roles of homemaker, or have been projected as the 'visual prop' to enhance the appeal of an advertisement. However, since the early 2000s, the frequency and the number of such demeaning and exploitative advertisements in the print and the electronic media have reduced. With the growing concept of women's liberation and the recognition of women s individualism by society, the advertising industry has felt the need to finally come to terms with its social responsibilities and portray a more realistic picture of women. As a result, we now see the emergence of the liberated woman - economically independent, in control of her life, and self-involved, a welcome change from being merely a source of attending to man s creature comforts. The scope and objective of the book is to provide a comparative study of the traditional portrayal of women and men in advertising, and bring out new trends in gender equations as reflected by the advertising industry. It is also an attempt to analyze the impact of advertising on society and the role played by media and advertising in social conditioning.
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Divya Nigam holds an MBA (Honours) in Finance from Uttar Pradesh Technical University, Lucknow. She is currently working as a Research Associate at Icfai Business School Research Centre, Kolkata. Her articles have appeared in various magazines published by the Icfai University Press. Her areas of interest vary from financial management, investment scenario, and capital market to emerging social and economic issues in business and topics of national interest.
Jyotsna Jha holds a postgraduate degree in English from Calcutta University. She is currently working as a Faculty Associate at Icfai Business School Research Centre, Kolkata. Prior to joining Icfai, she was into teaching, copywriting for advertising agencies, and editing. Many of her articles have appeared in various magazines published by the Icfai University Press. She has also written many case studies which are currently uploaded on the ECCH. Her areas of interest include advertising, media, current affairs, environmental and social issues, politics and linguistics.
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