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Beauty Paradigm

Gender Discourse in Indian Advertising

Häftad, Engelska, 2021

Av Jaishri Jethwaney

369 kr

Slutsåld

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.

Produktinformation

  • Utgivningsdatum2021-11-15
  • Mått139 x 215 x undefined mm
  • Vikt760 g
  • FormatHäftad
  • SpråkEngelska
  • Antal sidor268
  • FörlagSAGE Publications India Pvt Ltd
  • ISBN9789354791659

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