Sustaining and maintaining gender roles through advertisement in India: Content analysis of tv advertisements

Advertising is an elongated enduring aspect in human life which has been fabricated hundred years ago. It has been a long time for advertisers to find out, which type of advertising and advertisements effectively work. Every culture has different way of thinking, way of behavior and way of advertising. Every culture reacts in different portrayed advertisements. Advertisements featuring women as mother figures tend to promote products relating to the home, children, and health. Women in such advertisements are portrayed as putting others before themselves, and doing the best for the family. They take care of the children, make sure the house is clean, and cook all the meal. As are women seen in advertising so are seen in real life. Advertising has the power to create and transform human psychics. Advertising was using portrayal of female stereotypes, which have been created by society for many years. Today advertising uses portrayal of female stereotypical behavior to maintain female stereotypical role in society. This paper highlights how the TV advertisements in India maintain and proliferate the gender role stereotyping.