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Objectification of Women’s Body in Indian Television Advertisements

Suheba Khan

Ph.D. Scholar at Centre for Women’s Studies
Aligarh Muslim University
Aligarh

Tauseef Fatima

Assistant Professor at Centre for Women’s Studies
Aligarh Muslim University
Aligarh

Abstract

India is famous for the diversity in its population, there are different people who follow different religions, speak different languages and practice different norms and values. Different ideologies and concepts pass through mass media to its targeted audience. Information that mass media provides has different meaning for every individual, one channel can be a rich source of information for one person but same channel may have no value for another. Ideas and concepts as well have different meaning for everyone according to their regions or religions. In spite of this diversity among people media is an important tool to spread the information; it makes communication exchange and spread of knowledge possible. The most important media in reinforcement of cultural values and norms for each community in India is the audio visual media. In India, TV provides the majority of population with rich source of information and entertainment. Advertisements are effective tool of mass media which impart knowledge and information with a dash of entertainment. Daily, we come across many advertisements while watching television. If done ethically, advertising is beneficial to advertisers as well as consumers. However there is a rising concern about some companies using unethical methods of advertising which is having a harmful effect on the society.
This paper is based on secondary data collected through different books and published journals. Television advertisements also collected for analysis. An explanatory and exploratory method is used to write this paper. The paper focus on the representation of women in Indian advertisements specifically those run on television from last 10 years. How these advertisements portray women on television through a very short and effective tool of media that leave a great impression on people’s minds. The paper will focus on the objectification of women’s body in different advertisements as sex objects. It will also focus on how these advertisements reinforce stereotypical image of women through patriarchal norms and values like the rightful place of women is always in home or look beautiful is the most important duty of a young women or for working women it is also important to manage the home front.

Key Words: Advertisements, Gender, Objectification, Patriarchy, Stereotyping.

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