International E-publication: Publish Projects, Dissertation, Theses, Books, Souvenir, Conference Proceeding with ISBN.  International E-Bulletin: Information/News regarding: Academics and Research

Gender Justice in Advertisements: Study of Indian Commercials

Author Affiliations

  • 1 Dept. of Sociology, Bangalore University, Bangalore, INDIA

Int. Res. J. Social Sci., Volume 3, Issue (1), Pages 17-20, January,14 (2014)


Television commercials have more to convey than any other media of communication in the present day scenario. Very short, straight yet creative messages are conveyed to the target audience with a messenger. To convey any message women are used irrespective of the fact that they are the part of the product or utility. However, the stereotyped notions still get reflected even in the modern societies especially with respect to women. This paper analyses the select cases of Indian commercials with the content analysis from gender sensitivity perspective. It is an attempt of qualitative analysis along with the recent debates and reactions from the institutional perspective.


  1. Chunawalla S.A. and Sethia K.C., Foundations of Advertising: Theory and Practice, Himalaya Pub. House, (2008)
  2. Parsons, Talcott The social system, Glencoe, Ill.: Free Press (1951)
  3. Chunawala S.A., First Steps In Advertising and Sales Promotion Himalaya Publishing House (1987)
  4. Marcuse, Herbert: One Dimensional Man’, Boston: Beacon Press (1964)
  5. Goffman, Erving, Gender Advertisements. Harper and Row, Publishers, Inc., New York, NY, (1979)
  6. Zaveri, Bhawna, Effects of the use of Woman in Advertising’ A project report of the Students of the advertising and sales promotion Management Course, Indian Institute of Management, Ahmedabad, (1982)
  7. Tortajada I. and Araüna N., Martínez, Advertising Stereotypes and Gender Representation in Social Networking Sites, I. J. Comunicar., 21(41), 177-186 (2013)
  8. Luyt, Russell, Representation of Gender in South African Television Advertising: A Content Analysis. Sex Roles. Sep, 65(5/6), 356-370 (2011)
  9. Paek, Hye-Jin; Nelson, Michelle; Vilela, Alexandra, Examination of Gender-role Portrayals in Television Advertising across Seven Countries, Sex Roles. Feb, 64(3/4), 192-207 (2011)
  10. Moamenla Amer, Combining Academic Career and Motherhood: Experiences and Challenges of Women in Academia, Int. Res. J. Social Sci., 2(4), 12-15 (2013)