This website uses cookies to ensure you have the best experience. Learn more

Portrayal Of Men And Women In Indian Television Advertising

5294 words - 22 pages

Portrayal of Men and Women in Indian Television Advertising

Abstract

Although gender role portrayals in advertising have been extensively studied in Western and other Asian countries, very few such analyses have been done in India. The study does a systematic analysis of the role portrayal of men and women in Indian television advertising. 128 male role portrayals and 196 female role portrayals are content analyzed for the years 1996, 1999 and 2002. Results show that Indian advertising depicts men and women in traditionally assigned roles of the culture. In several respects, role portrayals in Indian advertising are different from the West but similar to other Asian countries.
...view middle of the document...

g. Wolin 2003).
Gender Role Portrayals in Western advertising
Early studies on gender role portrayals in US print advertising documented the presence of a number of stereotypes in the way 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 under represented in working situations and were shown in a narrow range of occupations typically in secretarial, clerical, or blue-collar positions. A large majority 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 away from home such as work or outdoors. Women were seen associated with purchase of low priced products such as food products and cosmetics while men were associated with purchase of high value durable products and automobiles. Studies analyzing portrayals of genders in television commercials found similar results (Dominick and Rauch 1979; McArthur and Resko 1975; O¡¦Donnell and O¡¦Donnell 1978). Compared to men, women were portrayed as significantly younger, employed less frequently, and at home more often.
Content analyses during the 1980s reported some improvements in portrayals of women in US advertising (Brentl and Cantor 1988; Soley and Kurzbard 1986; Sullivan and O¡¦Connor 1988). There was an increase in career-oriented roles for women, and working women were shown in a wider range of professional occupations. However, some stereotypical depictions of women continued e.g. women as sex objects, women as preoccupied with physical attractiveness, and women in domestic settings. (Bretl and Cantor 1988; Lovdal 1989).
In the 1980s and 1990s, analyses of advertising role portrayals extended from the US to other countries such as United Kingdom (e.g. Furnham and Bitar 1993; Lysonski 1985; Michell and Taylor 1990), Italy (Furnham and Voli 1989) Denmark and France (Furnham, Babitzkow and Uguccioni 1999), Portugal (Neto and Pinto 1998), Mexico (Gilly 1988), and Australia (Mazzella, Durkin, Cerini and Buralli 1992). Analyses of role portrayals in these countries showed that stereotypical portrayals of men and women were consistent across countries. Studies showed that advertisements were more likely to portray women as younger than men in roles of wife, mother, girlfriend, housewife, model, or sex objects. Products and settings for women were identified with home and family life and generally involved with cooking, cleaning, child-care, or maintaining an attractive physical appearance. Women were rarely seen in career-oriented roles. Men, on the other hand, were more likely to be portrayed as celebrities and professionals. Products and settings for men were found to be associated with life away from home and family.
Gender Role Portrayals in Asian advertising
In the late...

Other Essays Like Portrayal of Men and Women in Indian Television Advertising

Men and Women Essay

1319 words - 6 pages play important roles in our consumer-styled society. One only needs to go as far as their living room couch and turn on the television to be bombarded with shows and advertisements containing gendered images of the expectations our society has for its men and women by men and women. Author Steve Craig puts these gendered ideals into four distinct categories; Men’s men, Men’s women, Women’s men, and Women’s women (Craig). For this essay I will

The Portrayal of African American Women

1977 words - 8 pages The Portrayal of African American Women Hansberry uses a series of characters, phrases and words in order to bring out African American women’s struggles during her time. For example, in her play, “A Raisin in the Sun”, the playwright uses the phrase “drop the Garbo routine”. Through this phrase, the author is trying to show how men wanted women to know their place in society. This fact is seen through one of the characters in the

Men and Women Should Not Serving Together in Military Units

2021 words - 9 pages different entities work as one in armed forces. The main point at the mean time is about the factors of men and women involve together in military units. Some would support this statement; some would rather on the opposition side. Men and women were classified as a group called gender. Men are subjected as masculine entities whereas women are subjected as feminine entities. According to Wikipedia, the word gender comes from Middle English

Breast Cancer: the Fight in Men and Women

1736 words - 7 pages Breast Cancer: The Fight in Men and Women Abstract Cancer is made up of many diseases. There are over 100 different types of cancers. Cancer is a disease in which abnormal cells split without control and intrude the likes of other tissues. Cancer cells normally spread to other areas of the body through the blood and lymph system. Breast cancer is the most common cancer in the United States when it is referred to women. Breast cancer also

Relationship Between Men And Women In Pre 1914 Short Stories

2501 words - 11 pages Relationship Between Men and Women in Pre 1914 Short Stories For this prose study I will examine 3 short pre 1914 stories, the stories I will comment on about relationship will be 'Tony Kytes', 'Seeing a Beauty Queen Home' and 'News of the Engagement.' I will first start with Tony Kytes. In the story 'Tony Kytes', the relationship is very dramatic and confusing, as Tony does not know what girl he wants to be with

The Portrayal of Romeo and Juliet's Relationship in the Play

1112 words - 5 pages The Portrayal of Romeo and Juliet's Relationship in the Play In my opinion, the relationship between Romeo and Juliet is portrayed in lots of different ways. It is portrayed as tragic, united, shows signs of true and untrue love, and also shows signs that the couple are a victim of fate. In the prologue, we learn that the play will end in tragedy. 'The fearful passage of their death marked love' This quote is

The Portrayal of Jealousy in Othello and the Scarlet Letter

1537 words - 7 pages An exploration of the portrayal of jealousy in ‘Othello’, ‘Hamlet’ and ‘The Scarlet Letter’.     Like most Shakespearian plays, tragic endings are common, and play a fundamental role in revealing the fatal flaw in a main character that eventually leads to their downfall. This essay will analyze the features that contribute to the deterioration of the characters and how they fall victim to certain vices such as manipulation or fate. I will

To What Extent Do Male and Female Literary Characters Accurately Reflect the Role of Men and Women in Society?

866 words - 4 pages To what extent do male and female literary characters accurately reflect the role of men and women in society? A lasting piece of literature is a work that accurately reflects the role of the people during certain time period eloquently. This is best perpetuated in the short novel Kitchen written by Banana Yoshimoto and the play The Importance of Being Ernest by Oscar Wilde. While the main characters Mikage in the novella and Gwendolyn in

Communicaton Between Women and Men

546 words - 3 pages The communication problem between men and women has evolved since the beginning of time. When did we finally take a look at the difference in the way we communicate? In my opinion, the matrimonial relationship probably brought the problem that men and women were having into focus. The realizations of distinctive styles of each were examined. The if’s and why’s and divorces began to happen. Two distinctive communication styles that stand out

Jewellery Buying Behavior of Indian Women

1486 words - 6 pages Jewellery buying habits in Indian Women — Presentation Transcript • 1. Presenting insights into the jewellery buying habits of Indian women The Indian Jewellery market is large. It’s worth over $16 billion a year. But its largely fragmented and unbranded. Large brands or organized retail account for 4 per cent of the overall market. The rest of the market is in the hands of about 3,00,000 unorganized jewellers. But according to a study by

Friendship In Steinbeck's "Of Mice And Men"

883 words - 4 pages "Were born alone we live alone die alone. Only through love and friendship can we create the illusion for the moment that were not alone” Orson Welles. In this novel, Of Mice and Men, John Steinbeck focuses on the loneliness of California ranch life in the 1930’s. One of the most important things in the life is to have a friend, without friends people will suffer from loneliness like in this novel, not everyone in the novel has the same

Related Papers

The Portrayal Of Women In The Media

3502 words - 15 pages appeal to women. By far, the most common image of men in advertising is of that of the “young, white, able-bodied, and staunchly heterosexual” man (Jackson, 1994). The vast amount companies spend to advertise is proof in itself; these ads sell products. It should be noted that all television commercials analyzed in this paper come from the Lifetime network between 1pm and 3pm. The slogan of this network is “Lifetime: Television for Women

Explore Steinbeck’s Portrayal Of Curley’s Wife In Of Mice And Men

1571 words - 7 pages Explore Steinbeck’s portrayal of Curley’s wife in Of Mice and Men Of mice and men was set in America during the 1930’s when the whole country was going through the great depression so no one had much money and it became hard for men to find jobs and keep them. This is why it is strange at the start of the novel when we are introduced to George and Lennie traveling together to find work. It was hard for men to find jobs alone and even harder

Stereotyping Men And Women In Mass Media

841 words - 4 pages After watching television and flipping though ads and articles in several magazines, the stereotyping of men and women is so apparent but at the same time society is so blind to it. In society parents teach their children gender role at a very early age. Gender role refers to the attitudes, behavior, and activities that are socially defined as appropriate for each sex learned through the socialization process (Lips, 1993). Males are

Brain And Behavior Of Men And Women

1908 words - 8 pages If we were to examine a high school calculus classroom or the staff at an engineering program of a college or university, chances are that the male to female ratio would be significantly skewed. Why are women and men so different in their choices and behavior? The brunt of popular opinion focuses on the environmental cues that lead to our distinct behaviors. But is there also an innate biological basis to the choices and differing abilities