The beauty paradigm : gender discourse in Indian advertising /
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| Author / Creator: | Jethwaney, Jaishri N., author. |
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| Imprint: | New Delhi, India : SAGE Publications India Pvt Ltd, 2022. ©2022 |
| Description: | xxi, 239 pages : illustrations ; 23 cm |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/13467273 |
| Summary: | Fair skin sells the cream Trendy women sell the scooterDashing men sell the car Seductive gestures can sell almost anythingIf 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. |
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| Physical Description: | xxi, 239 pages : illustrations ; 23 cm |
| Bibliography: | Includes bibliographical references. |
| ISBN: | 9789354791659 9354791654 9789354791666 |