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082			_a658.10820954 _bJET
100			_aJethwaney, Jaishri _99582
245			_aThe beauty paradigm: _bgender discourse in Indian advertising
260			_bSage Publications India Pvt. Ltd. _aNew Delhi _c2022
300			_axxi, 239 p.
365			_aINR _b550.00
504			_aTable 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
520			_aFair 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.
650			_aSex role in advertising _99922
650			_aWomen in advertising _99923
650			_aAdvertising--Social aspects _99924
942			_2ddc _cBK