02662cam a22003858i 4500 23387682 OSt 20260105140020.0 231116s2024 enk b 000 0 eng 2023046921 9781032881393 (hbk.) 23387682 DLC eng rda JKRC DLC a-ii--- 659.10820954 23 JET.J Jethwaney, Jaishri. author. 36880 Cult of beauty : gender discourse in Indian advertising / by Jaishri Jethwaney. English. 1st. Abingdon, Oxon ; New York, NY : Routledge Taylor & Francis Group, 2024. 2402 147 p. ; 24 cm. text txt rdacontent unmediated n rdamedia volume nc rdacarrier 1295.00 Rupees Includes bibliographical references. "This book deconstructs the quintessential Indian woman that the advertising industry portrays across the spectrum by looking at Indian advertisements across multiple brands with a gender lens based on societal and sociological perspectives. It delves into various critical issues like the differences between culture-defined gender roles/expectations and women's portrayal in the ad narrative, and which product category has consistently portrayed women as sex objects. Drawing insights from a seminal research study and Erving Goffman's classic book 'Gender Advertisements', it traces the journey of three decades, beginning the 1990s - the era of liberalization in India, to map trends and patterns in Indian advertising and presents the perspectives of the creative teams and top managements across Indian and global advertising agencies. It discusses the application of a Gender Sensitivity Barometer (GSB) which the creative teams can use to find out how sensitive or insensitive the ad has been based on pre-determined indicators suggested by the GSB. This book will be useful to students, researchers and faculty working in the field of management, advertising, mass communication, psychology, gender studies and sociology. It will also be an indispensable companion to professionals from the field of advertising and related areas"-- Provided by publisher. Advertising India. 36881 Women India. Womens Studies Online version: Jethwaney, Jaishri. Cult of beauty New York : Routledge, 2024 9781032613604 (DLC) 2023046922 7 cbc orignew 1 ecip 20 y-gencatlg ddc 1 23 0 613234 613234 0 0 ddc 0 0 2 2 2026-01-05 The Forward Books, 25215 / 24-11-2025 523170 0 659.10820954 JET.J 523170 2026-01-05 1295.00 2026-01-05 1 1295.00 Rupees