The cult of beauty : gender discourse in Indian advertising

"This book deconstructs the quintessential Indian woman that the advertising industry portrays across the spectrum by looking at Indian advertisements across multiple brands with a gender lens based on societal and sociological perspectives. It delves into various critical issues like the diffe...

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Bibliographic Details
Main Author: Jethwaney, Jaishri N., (Author)
Format: eBook
Language: English
Published: Abingdon, Oxon ; New York, NY : Routledge, 2024.
Subjects:
Advertising > India.
Women > India.
elektronické knihy
electronic books
ISBN: 9781032613604
1032613602
9781040001318
1040001319
9781040001325
1040001327
9781032613581
9781032613598
Physical Description: 1 online resource

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Table of contents

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040 |a OCoLC-P  |b eng  |e rda  |c OCoLC-P 
020 |a 9781032613604  |q (ebk) 
020 |a 1032613602 
020 |a 9781040001318  |q (electronic bk. : PDF) 
020 |a 1040001319  |q (electronic bk. : PDF) 
020 |a 9781040001325  |q (electronic bk. : EPUB) 
020 |a 1040001327  |q (electronic bk. : EPUB) 
020 |z 9781032613581  |q (hbk) 
020 |z 9781032613598  |q (pbk) 
024 7 |a 10.4324/9781032613604  |2 doi 
035 |a (OCoLC)1415893248 
035 |a (OCoLC-P)1415893248 
100 1 |a Jethwaney, Jaishri N.,  |e author. 
245 1 4 |a The cult of beauty :  |b gender discourse in Indian advertising /  |c Jaishri Jethwaney. 
264 1 |a Abingdon, Oxon ;  |a New York, NY :  |b Routledge,  |c 2024. 
300 |a 1 online resource 
336 |a text  |b txt  |2 rdacontent 
337 |a computer  |b c  |2 rdamedia 
338 |a online resource  |b cr  |2 rdacarrier 
520 |a "This book deconstructs the quintessential Indian woman that the advertising industry portrays across the spectrum by looking at Indian advertisements across multiple brands with a gender lens based on societal and sociological perspectives. It delves into various critical issues like the differences between culture-defined gender roles/expectations and women's portrayal in the ad narrative, and which product category has consistently portrayed women as sex objects. Drawing insights from a seminal research study and Erving Goffman's classic book 'Gender Advertisements', it traces the journey of three decades, beginning the 1990s - the era of liberalization in India, to map trends and patterns in Indian advertising and presents the perspectives of the creative teams and top managements across Indian and global advertising agencies. It discusses the application of a Gender Sensitivity Barometer (GSB) which the creative teams can use to find out how sensitive or insensitive the ad has been based on pre-determined indicators suggested by the GSB. This book will be useful to students, researchers and faculty working in the field of management, advertising, mass communication, psychology, gender studies and sociology. It will also be an indispensable companion to professionals from the field of advertising and related areas"--  |c Provided by publisher. 
588 |a OCLC-licensed vendor bibliographic record. 
650 0 |a Advertising  |z India. 
650 0 |a Women  |z India. 
655 7 |a elektronické knihy  |7 fd186907  |2 czenas 
655 9 |a electronic books  |2 eczenas 
856 4 0 |u https://proxy.k.utb.cz/login?url=https://www.taylorfrancis.com/books/9781032613604  |y Full text 

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