The Cult of Beauty

Gender Discourse in Indian Advertising

Jaishri Jethwaney (Ministry of Health & Family Welfare, (Govt of India))

$284

Hardback

Not in-store but you can order this
How long will it take?

Availability Information

We source books from suppliers in Australia and overseas. For books we don't currently have in stock, the time it takes to get them from our suppliers can vary widely - from a few days to a few months - so we check each book with each supplier to determine the expected time it will take to be supplied to us.

We then advise you accordingly. If the time taken to get any book is too long for you, you can let us know and we will cancel or adjust your order, and refund as required.

To find out the anticipated arrival time for specific items prior to ordering, please contact us by phone or email:

Phone +61 2 9264 3111, or 1800 4 BOOKS (1800 4 26657) if outside Sydney:
option 1 Abbey's Bookshop (Crime, History, Science, Kids & more) • info@abbeys.com.au
option 2 Language Book Centre (ESL & Foreign Languages) • language@abbeys.com.au
option 3 Galaxy Bookshop (Sci-fi, Fantasy, Romance, Graphic Novels) • sf@galaxybooks.com.au

QTY:

English

Routledge India
12 March 2024

Communication studies; Asian history; Media studies; Gender studies, gender groups; Advertising

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.

By: Jaishri Jethwaney (Ministry of Health & Family Welfare (Govt of India))
Imprint: Routledge India
Country of Publication: United Kingdom
Dimensions: Height: 234mm, Width: 156mm,
Weight: 453g
ISBN: 9781032613581
ISBN 10: 1032613580
Pages: 148
Publication Date: 12 March 2024
Audience: College/higher education , Professional and scholarly , Primary , Undergraduate
Format: Hardback
Publisher's Status: Active

Jaishri Jethwaney did her Doctorate from the School of International Studies, JNU, her Masters in Political Science from Hindu College, Delhi University; and professional education in mass communication and journalism both in India and abroad. In an academic career spanning over 25 years, she was Professor & Program Director at the coveted Indian Institute of Mass Communication, followed by two-year stint as Project Director in the ICSSR research project on Gender Discourse in Indian Advertising which was followed by her extensively reviewed book, The Beauty Paradigm: Gender Discourse in Indian Advertising (2022) Currently Dr Jethwaney is the Senior Advisor in Public Health Communication with the Ministry of Health & Family Welfare in its Immunology Technical Support Unit (ITSU) since December 2022. Prof. Jethwaney has been a lead communication expert for many national and international consultancies in the social sector arena. She is on the board of studies of several central and state universities. A widely read author, Prof. Jethwaney’s books on Advertising, Corporate Communication and Social Sector Communication are very popular among academics, professionals, and scholars not only in India but also many countries.