The beauty paradigm: gender discourse in Indian advertising

By:

Jethwaney, Jaishri

Material type: Text

TextPublication details: Sage Publications India Pvt. Ltd. New Delhi 2022Description: xxi, 239 pISBN:

9789354791659

Subject(s):

DDC classification:

658.10820954 JET

Summary: Fair skin sells the cream Trendy women sell the scooter Dashing men sell the car Seductive gestures can sell almost anything If media only mirrors reality, is advertising then guilty of misogyny, voyeurism and objectification of women? 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.

List(s) this item appears in: Marketing | HR & OB

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Date due	Barcode
Book	Indian Institute of Management LRC General Stacks	Marketing	658.10820954 JET (Browse shelf(Opens below))	1	Available		003502

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Previous	658.049 GUP International business	658.049 HIL International business: competing in the global marketplace	658.0490954 VEN Conquering the chaos: win in India, win everywhere	658.10820954 JET The beauty paradigm:	658.1141 GUI Side hustle: build a side business and make extra money without quitting your day job	658.133 BAE Talk triggers: the complete guide to creating customers with word of mouth	658.15 MIC Profit first: transform your business from a cash-eating monster to a money-making machine	Next

Table of content

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

Fair skin sells the cream
Trendy women sell the scooter
Dashing men sell the car
Seductive gestures can sell almost anything

If media only mirrors reality, is advertising then guilty of misogyny, voyeurism and objectification of women?

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.

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