editedbook
Publication: IIP Proceedings Year: 2022, Month: November Page No: 205-214, ISSN/ISBN: 978-93-95632-95-9, DOI/Link: https://www.rsquarel.org/assets/docupload/rsl20230E48C0BE5837B12.pdf
WOMEN ON THE GO: VIEWING FROM THE PERSPECTIVE OF INDIAN ADVERTISEMENTS AND COMMERCIALS
Area/Stream: Management, Authors: Jayita Ghosh Keywords: women, commercials, advertisements, society Book Name /series: Futuristic Trends in Management, Volume 2, Book 7, Part 2, Chapter 4Publication: IIP Proceedings Year: 2022, Month: November Page No: 205-214, ISSN/ISBN: 978-93-95632-95-9, DOI/Link: https://www.rsquarel.org/assets/docupload/rsl20230E48C0BE5837B12.pdf
Abstract:
In tune with the changing socio-cultural norms and perspectives, women's role in Indian society has evolved over the time, encouraging their multifaceted projection in commercials and advertisements via broadcast and mass media. The narratives and discourses of advertisements and commercials have also reflected major shifts, influencing product promotions, marketing ethics and strategies. While some products have preferred to stick to celebrity brand endorsements some have problematized the idea of "real women'' and those outside the boundaries of ''real". With references to some popular ads and commercials, witnessed over a period of time on television and other social media platforms, the article intends to chart the development of women's role portrayal in the same.
Cite this: Jayita Ghosh,"WOMEN ON THE GO: VIEWING FROM THE PERSPECTIVE OF INDIAN ADVERTISEMENTS AND COMMERCIALS", Futuristic Trends in Management, Volume 2, Book 7, Part 2, Chapter 4, November, 2022, 205-214, 978-93-95632-95-9, https://www.rsquarel.org/assets/docupload/rsl20230E48C0BE5837B12.pdf
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