Women in Indian T.V. Advertising: The Discourse in the Fair & Lovely Ad Campaign
Published: 2013
Author(s) Name: Ruchi Jaggi |
Author(s) Affiliation: Asst. Prof, Symbiosis Inst of Media & Comm., Symbiosis Int. Univ., Pune, Maharashtra, India.
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Abstract
This paper explores the gender stereotyping of women in the contemporary space of Indian television commercials. The paper endeavors a discourse analysis of one ad campaign Fair & Lovely over the last many years. The study deconstructs the discourse built by the brand
through propagating a myth of womens beauty as only one kind of beauty i.e., fair skin – which becomes imperative to attain anything in life. Such a discourse mainstreams a racist version of beauty on one hand and trivializes the essence of a woman by representing her as a
dependent on body image to attain success and approval.
Keywords: Women, Indian Television Commercials, Ad Campaign
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