The beauty paradigm: (Record no. 4394)

MARC details
000 -LEADER
fixed length control field 02116nam a22002177a 4500
005 - DATE AND TIME OF LATEST TRANSACTION
control field 20221110104037.0
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 221110b ||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9789354791659
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.10820954
Item number JET
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Jethwaney, Jaishri
245 ## - TITLE STATEMENT
Title The beauty paradigm:
Remainder of title gender discourse in Indian advertising
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Name of publisher, distributor, etc. Sage Publications India Pvt. Ltd.
Place of publication, distribution, etc. New Delhi
Date of publication, distribution, etc. 2022
300 ## - PHYSICAL DESCRIPTION
Extent xxi, 239 p.
365 ## - TRADE PRICE
Price type code INR
Price amount 550.00
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc. note Table of content<br/><br/>Preface Acknowledgements Is Advertising as Guilty as It Is Made Out to Be? What Women Want? Gender Insensitivity in Indian Ads—Numbers Don’t Lie! Some Hope Some Despair! A Medley of Ads Straight from the Source! The Arrival of Metrosexual Man in the Indian Ad Narrative Gender Mainstreaming in Media Schools and Workplaces Gender Sensitive Laws: A Global Concern Do Self-regulation Codes in Advertising Have Enough Teeth? Current Discourse on Gender in the Ecosystem and Its Implications Wake-up Call for the Ad Sector What Next? The Agenda for Tomorrow
520 ## - SUMMARY, ETC.
Summary, etc. Fair skin sells the cream <br/>Trendy women sell the scooter<br/>Dashing men sell the car <br/>Seductive gestures can sell almost anything<br/><br/>If media only mirrors reality, is advertising then guilty of misogyny, voyeurism and objectification of women?<br/><br/>In an attempt to look at Indian ads across various brand categories with a gender lens based on societal and sociological perspectives, The Beauty Paradigm: Gender Discourse in Indian Advertising deconstructs the quintessential Indian woman that the advertising industry depicts across the spectrum. Drawing insights from a seminal research study and Erving Goffman’s classic book ‘Gender Advertisements’, this book traces the journey of a few decades to map trends and patterns in Indian advertising and presents the perspectives of the creative teams and top managements across Indian and global agencies.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Sex role in advertising
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Women in advertising
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Advertising--Social aspects
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Bill No Bill Date Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Total Checkouts Full call number Accession Number Date last seen Copy number Cost, replacement price Price effective from Koha item type
    Dewey Decimal Classification     Marketing IB/IN/663 21-10-2022 Indian Institute of Management LRC Indian Institute of Management LRC General Stacks 11/10/2022 International Book Centre 385.00   658.10820954 JET 003502 11/10/2022 1 550.00 11/10/2022 Book

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