TY  - BOOK
AU  - Jethwaney, Jaishri
TI  - The beauty paradigm: : gender discourse in Indian advertising
SN  - 9789354791659
U1  - 658.10820954	 
PY  - 2022///
CY  - New Delhi
PB  - Sage Publications India Pvt. Ltd.
KW  - Sex role in advertising
KW  - Women in advertising
KW  - Advertising--Social aspects
N1  - 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
N2  - 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
ER  -