Changing Nature of Gender Portrayals in Indian TV Commercials

K M Baharul Islam, Urvashi Khandelwal
Advertising was transformed into an utterly new level after the invention of television advertising. After 2000s we saw a change from the traditional advertising including radio, newspapers, etc. to the online advertising. Redundant stereotypes can be created in the same fashion as males and females are portrayed in advertisements. Commercials often envisage the perfection of the physical beauty of females as a concept for male viewing pleasure. Women are classified as loving mothers, emotional
more » ... wives, or girlfriends within the domestic boundary. This study analysed the changing landscapes of women as portrayed in TV advertisements in India. The study primarily focused on female portrayal in television advertisements pre and post 2000 and examines the role portrayal of women in both commercial and non-commercial adverts across two time periods.
doi:10.6084/m9.figshare.21370503.v1 fatcat:paaodc5oq5blndvayn6fba6ube