Portayal Of Men And Women N Tlevision Advertising
Title: Role Portrayals of Men and Women in Indian
Television Advertising
Authors:
Priya Jha Dang, Associate Professor, Management Development Institute, Mehrauli Road, Sukhrali, Gurgaon - 122 001, India. email: priyajha@mdi.ac.in
Neharika Vohra, Associate Professor, Indian Institute of Management, Ahmedabad, Vastrapur, Ahmedabad ¡V 380 015, India. email: neharika@iimahd.ernet.in
Correspondence regarding this article may be addressed to Priya Jha Dang; email: priyajha@mdi.ac.in
Abstract
Although gender role portrayals in advertising have been extensively studied in Western and other Asian countries, very few such analyses have been done in India. The study does a systematic analysis of the role portrayal of men and women in Indian television advertising. 128 male role portrayals and 196 female role portrayals are content analyzed for the years 1996, 1999 and 2002. Results show that Indian advertising depicts men and women in traditionally assigned roles of the......
View the rest of this paper...
Approximate Word Count: 5063
Approximate Pages: 21 (250 words per double-spaced page)
Why should you join Frat Files?
- - It's safe, secure, and private.
- - Instant access to over 100,000 papers. New papers are added hourly.
- - Fast and reliable customer support.
Similar Essays
-
Portayal Of Men And Women N Tlevision Advertising
Portayal of Men and Women n Tlevision Advertising. Title: Role Portrayals
of Men and Women in Indian Television Advertising Authors ...
Frat Files
Members
Information
