000			02662cam a22003858i 4500
001			23387682
003			OSt
005			20260105140020.0
008			231116s2024 enk b 000 0 eng
010			_a 2023046921
020			_a9781032881393 (hbk.)
035			_a23387682
040			_aDLC _beng _erda _cJKRC _dDLC
043			_aa-ii---
082	0	0	_a659.10820954 _223 _bJET.J
100	1		_aJethwaney, Jaishri. _eauthor. _936880
245	1	4	_aCult of beauty : _bgender discourse in Indian advertising / _cby Jaishri Jethwaney. _hEnglish.
250			_a1st.
260			_aAbingdon, Oxon ; _aNew York, NY : _bRoutledge Taylor & Francis Group, _c2024.
263			_a2402
300			_a147 p. ; _c24 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
365			_b1295.00 _cRupees
504			_aIncludes bibliographical references.
520			_a"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"-- _cProvided by publisher.
650		0	_aAdvertising _zIndia. _936881
650		0	_aWomen _zIndia.
653			_aWomens Studies
776	0	8	_iOnline version: _aJethwaney, Jaishri. _tCult of beauty _dNew York : Routledge, 2024 _z9781032613604 _w(DLC) 2023046922
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _c1 _e23 _n0
999			_c613234 _d613234