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The Beauty Paradigm: Gender Discourse in Indian Advertising

The Beauty Paradigm: Gender Discourse in Indian Advertising

by Jaishri Jethwaney
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Rs. 550.00
Rs. 550.00 - Rs. 550.00
Rs. 550.00
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Rs. 385.00

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Book cover type: Paperback
  • ISBN13: 9789354791659
  • Binding: Paperback
  • Subject: Business ManagementCommunication, Mass Media and Journalism
  • Publisher: Sage Publications
  • Publisher Imprint: Sage Response
  • Publication Date:
  • Pages: 268
  • Original Price: 550.0 INR
  • Language: English
  • Edition: N/A
  • Item Weight: 336 grams

Fair skin sells the cream&nbsp;<br /> Trendy women sell the scooter<br /> Dashing men sell the car&nbsp;&nbsp;<br /> Seductive gestures can sell almost anything<br /> <br /> If media only mirrors reality, is advertising then guilty of misogyny, voyeurism and objectification of women?<br /> <br /> 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&rsquo;s classic book &lsquo;Gender Advertisements&rsquo;, 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.