The Cult of Beauty: Gender Discourse in Indian Advertising

By: Jethwaney, Jaishri

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...

• Format: Hardcover
• Language: English
• ISBN: 1032613580
• ISBN13: 9781032613581
• Release Date: March 2024
• Publisher: Routledge India
• Length: 148 Pages
• Weight: 0.88 lbs.
• Dimensions: 0.4" x 6.1" x 9.2"