The Beauty Paradigm: Gender Discourse in Indian Advertising
| AUTHOR | Jethwaney, Jaishri; Ltd, Sage Publications Pvt |
| PUBLISHER | Sage Publications Pvt. Ltd (01/14/2022) |
| PRODUCT TYPE | Paperback (Paperback) |
Description
Fair 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.
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.
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Product Format
Product Details
ISBN-13:
9789354791659
ISBN-10:
9354791654
Binding:
Paperback or Softback (Trade Paperback (Us))
Content Language:
English
More Product Details
Page Count:
268
Carton Quantity:
28
Product Dimensions:
5.50 x 0.61 x 8.50 inches
Weight:
0.76 pound(s)
Country of Origin:
US
Subject Information
BISAC Categories
Business & Economics | General
Descriptions, Reviews, Etc.
publisher marketing
Fair 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.
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.
Show More
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