Portrayal of Men and Women in Indian Television Advertising :: Advertisements India Culture Media Essays

Portrayal of men and Women in Indian Television AdvertisingAbstractAlthough gender determination portraitures in advertise have been extensively studied in Hesperian and other Asian countries, very few such analyses have been through with(p) in India. The study does a systematic analysis of the role portrayal of men and women in Indian television advert. 128 male role portrayals and 196 egg-producing(prenominal) role portrayals are content analyzed for the years 1996, 1999 and 2002. Results show that Indian publicise depicts men and women in traditionally assigned roles of the culture. In some(prenominal) respects, role portrayals in Indian advertize are different from the westernmost but similar to other Asian countries.Role Portrayals of Men and Women in IndianTelevision AdvertisingThe advertising industry in India is estimated to be Rs 11,000 crore (Advertising Back in Business Businessworld, August 23, 2004) and growing at a robust pace every year. The expenditure in a dvertising is used to promote a wide reaching of increases ranging from automobiles to washing machines to individualised care products. Although the primary function of advertising is to inform consumers about product attributes and benefits, advertising also functions as a vehicle of socio- ethnic communication (Courtney and Whipple 1983). Advertisements think the functional benefits of a product to emotional and social benefits thus creating cultural meaning in the course of communication (Aaker, Batra and Myers 1992). The potential of advertising to consider cultural roles and norms has been recognized by marketing professionals, who have described advertising metaphorically as a mirror of social values (Holbrook 1987 Pollay and Gallagher 1990) or the looking glass of masses (Lantos 1987). Researchers who have analyzed gender portrayals in advertising have constitute that a societys gender roles and cultural norms are manifested in its advertisements (e.g. Wolin 2003). Ge nder Role Portrayals in Western advertising Early studies on gender role portrayals in US impress advertising documented the presence of a number of stereotypes in the right smart women and men were depicted in advertising (e.g. Belkaoui and Belkaoui 1976 Courtney and Lockeretz 1971 Sexton and Haberman 1974 Venkatesan and Losco 1975). Studies found that women were found primarily at home or in domestic settings. Women were on a lower floor represented in working situations and were shown in a narrow range of occupations typically in secretarial, clerical, or blue-collar positions. A large volume of advertisements showed women as preoccupied with physical attractiveness and as sex objects. Men, on the other hand, were shown in a range of occupational roles in settings off from home such as work or outdoors.