Book Title: Multidisciplinary Research Nexus: Ideas for the Modern World
Chief Editors: Mr. Irshadullah Asim Mohammed, Dr. Yogesh Mohan Gosavi, and Prof. (Dr.) Vineeta Kaur Saluja
Associate Editor: Mrs. Sruthi S
Co-Editors: Dr. S. Rajeswari, Dr. Nikhil Saini, and Ms. Atreyee Banerjee
ISBN: 978-81-985805-1-1
Chapter: 7
DOI: https://doi.org/10.59646/mrnc7/321
Author: Rutuparna Sonawane and Sanjudevi Pandey
Abstract
This paper examines the evolution of gender stereotypes in advertising, analyzing how portrayals of men and women have changed over time and their impact on societal perceptions. It explores key challenges such as the persistence of traditional gender roles, the slow adoption of progressive representation, and the influence of cultural and industry norms. The study also evaluates consumer perceptions across different age groups to assess shifts in attitudes toward gender portrayal in media. By identifying patterns in historical and contemporary advertisements, this research provides insights into the effectiveness of regulatory guidelines and industry efforts toward gender inclusivity. Furthermore, it proposes strategies for advertisers to adopt more balanced and diverse representations, including redefining gender roles, promoting authenticity, and challenging outdated stereotypes. This paper offers valuable insights for advertisers, media professionals, and policymakers aiming to foster a more equitable and inclusive advertising landscape. Our findings emphasize the need for continuous efforts to reshape gender narratives in media and create meaningful societal change.
References
- ‘The Portrayal of Women in Advertising’ by Pallavi Soni
- ‘The Changing Roles Portrayed by Women in Indian Advertisements: A Longitudinal Content Analysis’ by Y.L.R. Moorthi Professor, Subhadip Roy Assistant Professor, Anita Pansari PhD Student.
- https://www.academia.edu/76287266/The_portrayal_of_Women_in_Indian_TV_Advertisements_A_Review
- https://www.researchgate.net/publication/249671412_Goffman’s_Gender_Advertisements_revisited_Combining_content_analysis_with_semiotic_analysis
- http://www.publiccollectors.org/Goffman_Gender.pdf
- “A Study of Gender Advertisements: A Statistical Measuring of the Prevalence of Gender’s Patterns in the Images of Print Advertisements” by Nicoletta Signoretti.